About

This started in financial services. Working inside a wealth management firm, I watched advisors and operations staff lose hours every week to manual processes that any halfway-decent automation could've handled. DocuSign pipelines, Salesforce administration, API integrations between platforms that should've talked to each other a decade ago. Each one became its own kind of project — scoped to a single problem, not sold as a bundled retainer.

Website work became its own lane. Discovery and information architecture, builds on Wix, WordPress, or custom code, technical SEO, structured data, and Google Analytics 4 set up so events meant something to whoever was running marketing. SaaS work became another — building a production product (willitflow.io) end-to-end, which forced the kind of trade-offs around performance, billing, and operational SEO that internal scripts don't.

Marketing analytics and attribution turned out to be a third specialty. UTM discipline, dashboards that don't lie, and honest conversations about what the data can and cannot prove. Whether the buyer is a local retailer or a multi-office professional firm, the question is the same: which marketing actually moves the needle, and which is theater?

Client engagements today span Salesforce administration, API integrations, Python automation, document processing, web scraping, and the website and measurement work that stands on its own. The goal in every engagement is the same: solve the specific problem you hired me for and then get out of the way.

Outside client work, the hands stay on. New APIs, product ideas, tooling experiments. Not to build a portfolio — to stay fluent enough that a scoping call turns into a clear plan the same day.