Projects & case studies
A collection of professional work and side projects. From scaling organic growth to building tools with AI.
Professional work
Scalable Programmatic SEO Platform
Automated SEO vertical built with Drupal + Gatsby (SSR), driving 200K+ monthly organic visits through long-tail template use cases.
Read the case study Shipping / ProductShipped Product Components
UI changes that used to take a full sprint shipped in days, without entering the team's development queue.
Read the case study Architecture / GrowthSEO & Rendering Strategy
Defining the SSR vs CSR strategy to unlock organic and AI discovery of public content.
Read the case study ActivationTemplate Verticalisation System
Restructuring template discovery by intent, role and solution to speed up time-to-value.
Read the case study MeasurementWeb Analytics & Experimentation Framework
Tangible improvement in experiment analysis and in the quality of the decisions made from them.
Read the case study AcquisitionProgrammatic Content Engine
Scalable architecture for long-tail pages across templates, use cases and community.
Read the case study EngagementEmbedded Player UX Optimisation
Mitigating iOS and platform constraints to reduce friction when consuming embedded content.
Read the case studySide projects
Vector Dilution
See how filler dilutes the semantic impact of your content in vector search systems.
Buy a house in the countryside 🏡
Plan B, in case AI gets serious.
Grow my own vegetable patch 🌱
Plan B, in case AI gets serious.
Trying to be the best Growth PM
My longest-running build. Every experiment, ticket and side project on this board feeds into it. No ship date planned.
Personal AI Knowledge Base
A personal AI-powered knowledge base for my own growth and development
AI-automated websites
Generate and deploy complete websites for local businesses with no online presence, with AI orchestrating the process end to end.
Claude Skills Suite
AI skills and automations for product workflows and reviews, built with the team.
Menstrual cycle app
Helps women manage their cycle and helps the men around them learn to support it.
Energy therapy bookings
A platform to book energy therapy sessions.
Learn carpentry 🪚
Plan B, in case AI gets serious.
Bidorbow
One listing a day, blind auction: bid whatever you want, and if you lose you pay nothing.
Drag any card if you like.