Engineering

I came up through frontend and technical support, so the technical half of marketing is not something I outsource. A broken pixel, a feed that will not validate, a landing page variant that has to exist by Thursday — those are things I fix rather than escalate.

What I actually build

Laravel and Python on the backend, SvelteKit and React Native on the front, REST APIs in between. In practice that becomes internal tooling: reporting dashboards that read the ad APIs directly, bid and budget rules the platform will not give you, feed transformations for catalogue campaigns, and landing pages marketing can edit without waiting for a deploy.

How it gets handed over

Everything is versioned, documented and written so the next person can change it without calling me. A tool built for one campaign and then abandoned is worse than no tool at all, so the ones that survive are the ones somebody else can own.

Why it matters for growth

The gap between a good idea and a shipped test is usually engineering capacity, not imagination. Closing that gap in-house changes how fast a channel can learn — and how much of the learning you keep.