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// SKILLS

Seven skills, one thread.

AI +AI

I build the AI layer instead of buying it. That means agents wired straight into the ad stack — scripts that read campaign data every morning, flag the anomalies that would otherwise burn a week of budget, and draft the next round of briefs. Python does the plumbing; the model only handles the judgement that is genuinely fuzzy.

In practice it starts unglamorously: a spreadsheet nobody wants to open, or a report that eats three hours every Monday. I take that job, wrap it in a script, and let the model handle only the part that needs reading between the lines. The test I apply is simple — if the automation stopped tomorrow, would anyone notice? If not, it should not exist.

WHAT YOU GET Automations that run daily without babysitting

CAPABILITIES

  1. 01 Agentic AI development
  2. 02 LLM agents
  3. 03 Python automation
  4. 04 In-house ad tooling

skill not promise

SEE THE SKILL

Paid acquisition

Ten years buying media across Google, Meta, TikTok and programmatic, mostly for app installs and e-commerce. I run the channels as one portfolio rather than separate accounts: budget follows incremental payback, not last-click glory, and every account gets a structure and naming convention that survives handover.

An engagement usually opens with the audit nobody enjoys: overlapping audiences, campaigns bidding against each other, creative untouched since launch. I consolidate before I scale, because adding budget to a broken structure only buys the same mistake faster. Once the base is clean the work turns weekly and unspectacular — read, cut, reallocate, test again.

WHAT YOU GET Budget that follows payback, not last-click

CAPABILITIES

  1. 01 Google Ads + UAC
  2. 02 Meta + CPAS
  3. 03 TikTok Ads
  4. 04 DSP + Apple Search Ads

multi-channel, multi-market

SEE THE SKILL

Attribution

Most reporting arguments are measurement bugs in disguise. I set attribution up end to end — Adjust or Branch, Firebase and SDK validation, GA4, and a UTM framework people actually follow — then reconcile the numbers until the finance sheet and the dashboard finally tell the same story.

The symptom is always the same meeting: three dashboards disagree and everyone defends their own number. I map every event from SDK to warehouse, then break the tracking on purpose in a staging build to see what fails silently. What comes out is one documented source of truth plus an honest list of the gaps that are structural and will never fully close.

WHAT YOU GET One number the whole room trusts

CAPABILITIES

  1. 01 Adjust + Branch
  2. 02 Firebase + SDK validation
  3. 03 GA4
  4. 04 UTM frameworks

MMP, SDK, data accuracy

SEE THE SKILL

SEO

Organic is a channel with a P&L, not a checklist. I fix the technical base first — crawl, speed, schema — then build content operations around the queries that actually convert, and attribute organic revenue properly so the channel can be funded and defended like any other line item.

I do not start from a keyword list. I start from which queries already convert, what the crawl budget is being wasted on, and where the site is slow enough to cost impressions. Then content ships on a cadence the team can genuinely keep, because organic fails from abandonment far more often than from bad tactics.

WHAT YOU GET Organic revenue you can forecast

CAPABILITIES

  1. 01 Technical SEO
  2. 02 Content operations
  3. 03 Organic revenue attribution

technical, content, revenue

SEE THE SKILL

Engineering

I came up through frontend and technical support, so I ship the tooling rather than file a ticket for it. Laravel and Python on the back, SvelteKit and React Native on the front, REST APIs in between — dashboards, ad automations and landing pages that do not need a developer to change a headline.

The pattern repeats: a channel needs something the ad platform will not give you — a bid rule, a feed transformation, a landing page variant per audience. Rather than wait a sprint, I build it. Small internal tools, versioned and documented, handed over so the next person can change them without calling me first.

WHAT YOU GET Tooling shipped in-house, not outsourced

CAPABILITIES

  1. 01 Laravel
  2. 02 Python
  3. 03 SvelteKit + React Native
  4. 04 REST APIs

frontend roots, full stack

SEE THE SKILL

Growth strategy

A growth plan is only as good as its guardrails: target CAC, payback window, cohort quality. I model the unit economics with finance, decide what deserves to scale and what should be capped, then point testing and CRO at the parts of the funnel where a win actually moves the number.

Most "we need more budget" conversations are really unclear economics. I put the payback window on one page next to cohort retention and let that settle the argument. Sometimes the honest answer is to stop spending on the channel that looks best in the dashboard and quietly loses money by month three.

WHAT YOU GET Scale decisions backed by unit economics

CAPABILITIES

  1. 01 CAC guardrails
  2. 02 Payback + cohort quality
  3. 03 Unit economics
  4. 04 A/B testing + CRO

unit economics first

SEE THE SKILL

Leadership

I run small teams and the coordination around them — briefing creative, keeping product and finance aligned, and being honest with stakeholders about what a channel can and cannot do. Most of the work is translating between people who each measure success differently.

I keep teams small and briefs specific. Creative gets the insight, not the adjective; finance gets the assumption, not the promise; product gets the funnel step that is leaking, not a complaint. When a channel underperforms I would rather say so early, with a plan, than manage the number quietly until the quarter closes.

WHAT YOU GET Teams aligned without weekly firefights

CAPABILITIES

  1. 01 Team management
  2. 02 Cross-functional coordination
  3. 03 Stakeholder alignment

teams, partners, stakeholders

SEE THE SKILL

Seven skills that keep showing up in the work, and the thread that connects them.