About
I run the machine rather than pose next to it.
Most of my work sits in the unglamorous middle of a content business: the part where an idea has to become a file, the file has to become a post, the post has to reach the right feed, and someone has to be able to prove afterwards that any of it worked.
I started on the distribution side, learning the hard way what actually gets an account throttled and what is folklore. That turned into systems: briefing structures, review gates, posting cadences, device and network hygiene, recovery playbooks for when a platform changes its mind overnight.
When the spreadsheets stopped scaling I started building software instead. Scheduled services that scrape, score and summarise. Dashboards that put revenue next to the spend that caused it. Small internal tools that remove one repetitive decision at a time.
The through-line is the same everywhere: reduce the number of things that only work because a specific person is awake.
What I do
- Content pipelines
- From idea to published post without a bottleneck in the middle. Briefing, generation, review gate, scheduling, and a controlling layer that flags what did not ship.
- Distribution at scale
- Publishing consistently across many channels without the operation falling over. Onboarding cadences, posting rhythm, quality gates, and playbooks for when a platform changes the rules.
- Generative media stack
- Image and video generation that stays consistent across hundreds of assets: character consistency, motion control, upscaling, and a quality gate before anything ships.
- Attribution & analytics
- Knowing which channel actually paid. Strict UTM conventions, link-level tracking, cohort views, and a bias towards outlier analysis instead of averages that hide everything.
- Internal tooling
- When the spreadsheet stops scaling I build the thing. Python services, scheduled jobs, dashboards, API glue, all deployed and monitored rather than run from a laptop.