# Expertise - Henrik Soederlund

Strategic Technology Leadership & AI Innovation

Senior technology leader bridging cutting-edge AI capabilities with practical business outcomes. I specialise in building intelligent automation systems, advanced measurement frameworks, and leading cross-functional teams to implement scalable technology solutions.

## What I Build

### ascribe

SaaS Platform - Validates every tracking link against your own GA4 channel definitions

SaaS platform for marketing teams building trackable URLs. Checks each link against your own GA4 channel groups and shows exactly which channel the traffic will land in before launch - because a GA4 session cannot be retagged afterwards.

URL: https://ascribe.to

### Rotto Snorkel

Public Website - Real-time safety assessments across 39 snorkelling locations

Comprehensive snorkelling guide for Rottnest Island with live weather APIs, wave height data, and wind analysis delivering traffic light safety ratings.

URL: https://www.rottosnorkel.com

### AI-Powered Workflow Automation

Automation Platform - From signed proposal to live project in 7 minutes

Intelligent automation connecting proposal platforms to project management systems using AI-assisted data mapping. Replaces 45-60 minutes of manual setup with a streamlined 7-minute workflow - including real-time team notifications and AI-powered project structure creation.

### Campaign Performance Dashboards

Data Visualisation - Executive-level multi-source analytics dashboard

Designed executive-level dashboards integrating multi-source data streams through advanced ETL processes, custom APIs, and intelligent reporting automation.

### Knowledge Management Systems

Documentation Platform - Scalable information architecture for teams

Scalable information architectures that streamline operations, reduce training time, and ensure critical business knowledge is systematically captured and accessible across teams.

## Leadership & Strategy

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.

### People Development & Team Leadership

- Team Building, Restructuring & Scaling
- Mentoring & Coaching (20+)
- Talent Development & Career Pathways
- Hiring & Interview Process Design
- Performance Management & Analytics
- Change Management & Training Programs
- Skills Assessment & Gap Analysis

### Business Engagement & Communication

- Strategic Account Management & Retention
- Executive Stakeholder Communication
- Client Pitches, Presentations & Training
- Relationship Management & Service Excellence
- Thought Leadership & Conference Speaking
- Cross-functional Collaboration & Alignment
- Knowledge Documentation & Transfer

## Technical Skills

### Advertising

- RTB Programmatic Buying
- Cookieless & Privacy
- Tracking Templates & UTM
- Google Apps/Ads Script
- Email Marketing
- Impression, Click & Ad Tags
- Google Merchant Center
- Product Catalogue Feeds

### Measurement

- Advanced Google Tag Manager
- Server-Side Tagging (sGTM)
- Meta Conversions API
- Adobe Analytics
- Amplitude
- Google Analytics
- Appsflyer

### SEO

- Google Search Console
- JSON-LD Structured Data
- Screaming Frog

### Data & AI Analysis

- Advanced Spreadsheets
- Regular Expressions (RegEx)
- Python & R Programming
- Excel Power Query
- SQL & BigQuery
- AI Prompt Engineering
- LLM API Integration
- Claude Code
- Google Looker Studio
- Microsoft PowerBI
- Automated Data Processing

### Web & Development

- HTTP Requests & API Integration
- React/Vite/Hono
- HTML/CSS
- Cloudflare Workers
- Git & GitHub
- DevOps - CI/CD
- AI-Assisted Development
- Server-Side Implementation
- Security Headers & Best Practices

### Productivity & System Operations

- Cross-Platform Operations
- System Integration & Architecture
- AI-Enhanced Workflow Design
- Notion & Advanced Documentation
- Process Automation
- Audio/Video Technical Standards

### Enterprise Cloud Administration

- Domain & DNS Management
- Google Workspace Administration
- Microsoft 365 Administration
- Email Security (DKIM, SPF, DMARC)
- Cloud Infrastructure Setup
- SaaS Integration & Automation

### Infrastructure & Advanced Systems

- Private Lab Infrastructure Design
- Server Administration & VPS Management
- Network Architecture & Security
- Virtualization & Container Technologies
- Docker & Kubernetes
- Zero-Trust Security Implementation
- Blockchain Node Operations
- Infrastructure Automation

## Advertising Platform Expertise

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.

Platforms: Meta, Google Ads, Teads, DV360, CM360, SA360, TheTradeDesk, Vistar Media, Yahoo DSP, TikTok Ads, Zemanta, Snapchat, Spotify, Linkedin, Taboola, Outbrain, Quora, X Ads, Reddit

## Open Source & Community

- [Cloudflare Workers React Boilerplate](https://github.com/henkisdabro/cloudflare-workers-react-boilerplate) - Production-ready edge-native web app boilerplate with React 19, AI integration, and automated deployment.
- [Claude Code MCP Server Selector](https://github.com/henkisdabro/Claude-Code-MCP-Server-Selector) - TUI for managing Model Context Protocol servers in Claude Code, optimising AI context window efficiency.
- [Collection of Platform Click ID Parameters](https://github.com/henkisdabro/platform-url-click-id-parameters) - Global database of URL parameters for analytics filtering and ad platform pixel trigger optimisation.
- [IPmeta Tag Template for GA4](https://github.com/henkisdabro/gtm-templates-ipmeta-ga4) - Official GTM Community template for advanced spam and bot traffic filtering with GA4.
- [Google Chat Tag Template](https://github.com/henkisdabro/gtm-templates-web-google-chat-webhook) - GTM template for real-time conversion notifications through Google Workspace Chat.
- [GTM-integration-Hugo](https://github.com/henkisdabro/GTM-integration-Hugo) - Google Tag Manager integration framework for Hugo static sites with environment-specific deployment.