Expertise

What I work with

I build with AI coding agents, so I choose tools for the job rather than out of habit. These are the platforms I know well. Most are where your data and your team already live, which is where the finished work has to run. The ones in bold I use every day.

Technical Expertise & Platforms

Measurement

Seen in ascribe →

GA4
Google Tag Manager
Server-Side Tagging (sGTM)
Meta Conversions API
Consent Mode v2
Adobe Analytics
Amplitude
AppsFlyer
UTM & Tracking Templates
Google Search Console
Screaming Frog
JSON-LD Structured Data

Data & Reporting

Seen in the dashboards build →

SQL & BigQuery
Power BI & Power Query
Microsoft Fabric
Looker Studio
Python & R
ETL Pipelines
Google Apps Script
Regular Expressions (RegEx)

AI & Agents

Seen in sandcastle-kit →

Claude Code
OpenAI Codex
Antigravity
OpenClaw
MCP Server Integration
Unattended Coding Agent Orchestration
Sandboxed Agent Workflows (Docker)
LLM API Integration
Team Onboarding & Convention Files
Personal Knowledge Systems (Life OS)

Hands-on expertise setting up teams with AI coding assistants and building personal knowledge systems powered by AI. I help developers and professionals adopt these tools effectively - from configuring Claude Code with best practices and conventions, to designing Life OS architectures that turn AI assistants into genuine productivity multipliers.

Web & Edge

Seen in Rotto Snorkel →

Cloudflare Workers
React / Vite / Hono
Astro
Git & GitHub Actions CI/CD
Security Headers & CSP

Advertising & Programmatic

Seen in Work Experience →

RTB Programmatic Buying
Supply Path Optimisation
Impression, Click & Ad Tags
Google Ads Scripts
Merchant Center & Product Feeds

Google stack: Google Ads, DV360, CM360, SA360
Social: Meta, TikTok Ads, Snapchat, LinkedIn, Reddit, X Ads
Programmatic: The Trade Desk, Yahoo DSP, Teads, Vistar Media, Outbrain DSP
Native & audio: Taboola, Outbrain, Spotify

Extensive hands-on experience across addressable and programmatic media buying, supply path optimisation (SPO), and bid request analysis across major advertising platforms. Specialising in cross-platform attribution, server-side tracking implementations, and martech solution architecture - combining AI-driven optimisation strategies with deep technical expertise in enterprise-scale campaign operations.

Leadership & Strategy

Seen in the consultancy case study →

Team Building, Restructuring & Scaling
Mentoring & Coaching (20+)
Hiring & Interview Process Design
Performance Management
Change Management & Training Programs
Executive Stakeholder Communication
Client Pitches & Presentations
Conference Speaking

I build, mentor, and lead high-performance teams while driving exceptional client relationships and stakeholder engagement. My approach combines systematic people development with strategic business alignment - growing teams and businesses together.