About
Seventeen years at the intersection of business and technology, a lot of it spent close to WooCommerce. I manage a platform running hundreds of WordPress sites, and I build AI agents that do real work.
I’m most interested in one question: what actually matters? Give me a business and I’ll find the small number of things that move the needle, and focus there. Everything else is noise. That habit sits behind everything else here, and it’s why a small slice of my time usually produces a big result.
Underneath the work sits a master’s in finance and a long detour through business before tech took over. I think in systems, I like problems that touch both money and machines, and I’m allergic to complexity for its own sake. The analysis tends to come with numbers rather than vibes.
WordPress at scale
Today I lead a platform serving hundreds of sites. That world teaches a specific discipline: things have to be fast, safe, and boringly reliable, because when they’re not, real businesses lose real money. Most of my time goes to performance, reliability, and leading technical change. The unglamorous work that keeps the lights on.
Building AI agents
I build AI agents hands-on: automations that quietly absorb the repetitive work eating a week and run unattended. I care about the useful slice of AI, the part that ships and gets measured in hours saved, not the demos and the hype.
WooCommerce, up close
Years as the technical partner to WooCommerce store owners, keeping stores fast, stable, and selling. It’s where I learned what actually breaks commerce and what it costs the owner. It’s still most of what I write about.
What I’m actually good at
Find what matters
My strongest skill is spotting the few things that actually move the needle, and ignoring the rest.
Senior architect & engineer
I’ve built big products used by hundreds of thousands of people, and I still ship.
Commerce under load
Stores with tens of millions in combined revenue, kept fast and stable when downtime is lost sales.
Leads teams & change
I’ve managed teams and led them through the messy part of technical change without the meltdown.
Systems for people & agents
I design how humans and AI agents work together, each doing what they’re actually good at.
Product-minded, no waste
Deeply product and customer oriented, allergic to complexity, and I don’t waste time, mine or yours.
This site is where I think out loud. Reliability and performance at scale, what keeps WooCommerce fast, leading engineers through change, and which parts of the AI wave survive contact with production. I share principles and lessons, never client or employer specifics. If any of it is useful to you, that’s the point.