Engineer first. AI second.
Ecommerce all the way through.

I'm an AI engineer with over a decade of ecommerce engineering and technical leadership behind me. The order matters: the engineering came first, the AI is what I do with it now.

I started in media and digital, then gravitated toward the technical side of ecommerce. What began as curiosity about how online transactions actually worked turned into a career spent inside the systems that process orders, manage stock, and move money. Two Head of Technology roles. Three platform replatforms. A development team scaled from three to eighteen.

My first Head of Technology role involved replatforming a luxury ecommerce business and supporting a 150% increase in order volumes. When the company was acquired, I led the technical due diligence. That experience — understanding ecommerce not just as code but as a business asset — shaped everything I've done since.

I've built requirements for warehouse management, payment, and order management systems across UK, US, and Australian markets for a major media organisation. At a digital agency, I delivered ecommerce projects for multinational clients and consolidated 26 local market websites onto a single codebase — the kind of architectural challenge I find most rewarding.

Across various roles I've worked on global payment integrations with localised taxation, advanced reporting for sales and merchandising, and full ecommerce and ERP replatforms. Each one added another layer: internationalisation, PSP complexity, ERP integration, high-frequency message brokering.

Most recently, as Head of Technology for a high-growth DTC brand, I delivered a full ecommerce and ERP replatform and supported the business through a period of 100% order volume growth. That role covered everything from Adobe Commerce to Shopify, payment flows to warehouse integration.

Why AI engineering, and why now

AI changes what one person can ship. I've been using it daily inside a production engineering team — for code generation, refactoring, test scaffolding, internal tooling, and customer-facing features — and the leverage is real when it sits on top of an engineering practice that was already working.

That's the distinction worth making clearly: I'm an engineer who uses AI, not the other way around. I understand event observer patterns, repositories, dependency injection, CI pipelines, code review, and what it takes to keep a production system upright when it matters. AI accelerates the work — it doesn't replace the rigour. Prompting your way to a working demo is one thing. Shipping a feature that survives in production is another, and that's the work I do.

Outside of my day role, I take on select AI and ecommerce projects for brands and agencies who want a senior engineer in the loop — not a black-box prompt and a hope.

How I work

I'm hands-on. I write the code, I manage the deployment, I troubleshoot production issues. There's no team behind me adding overhead — you get direct access to the person doing the work. I'm used to working alongside founders, CTOs, and product teams, and I'm comfortable being embedded or operating independently.

I'm a certified Scrum Master and Product Owner, not because I run stand-ups for a living, but because structured delivery matters when you're working on systems that process real money.

Technical background