I turn ambiguous problems into systems that ship.
13 years across marketing, CX and operations. Now building the AI-driven kind: evidence in, decisions out, designed for handoff.
⌖ melbourne → washington dc
work · outcome ledger
all case studies →- Lead scoring: fixed tiers to a decile model decile model · designed, months from launch in flight
- Chat was never built to capture leads. It was capturing them anyway. ~98% never reached the CRM · automation rolling out in flight
- AI SMS engagement: the 10× cheaper vendor, chosen on evidence >10× cheaper vendor · randomised holdout in flight
shift log · a year of building
on github →1,266 contributions · busiest week 132 · streak 5 days
data as of 2026-07-20
lab · AI code tinkering
all tinkering →recent notes
all notes →the short version
Media buyer, then marketer, then CX manager, now building AI systems inside a real business. I lead with evidence, design pilots for handoff, and document everything. The longer version is on the about page; the receipts are in the case studies.