Builds
Every entry here shipped. The artefact is shown, not narrated: diagrams, stacks and, for the module system, the code itself.
HUBSPOT / DESIGN SYSTEM
Component thinking applied to CRM content, so a multi-brand portfolio ships consistent email and web without rebuilding anything twice.
Read the build story: A design system for HubSpot: 21 modules, 30 templates, five web properties
EVENTS / HUBSPOT
A custom badge-scanning and OCR system that put every stand lead into HubSpot live, with attribution intact.
Read the build story: ISE Barcelona: lead capture without the vendor portal
AI / STANDARDS
Marketing standards captured in writing first, AI agents built on those documents second, and a named human signing off. The method that keeps quality from drifting.
Read the build story: AI agent systems, built standards-first
STRATEGY / CAMPAIGNS
How I approached an end-of-sale moment as a trust problem first and a campaign second, with a three-path framework instead of one forced route.
Read the build story: MagicINFO end of sale: a migration strategy that didn't panic anyone
PORTALS / SELF-SERVICE
A multi-brand customer portal and the Paragon partner portal, built so customers and partners self-serve instead of emailing for everything.
Read the build story: Customer and partner portals: giving every audience a front doorMethod note
You will notice these pages name systems, stacks and artefacts rather than conversion uplifts. That is deliberate. Performance numbers depend on context you cannot verify from the outside, so I make claims I can demonstrate instead: the thing exists, it shipped, and here is how it works. If the receipt does not exist, the claim does not ship.