Selected work
Case studies from six years of building and rebuilding AdTech SaaS products — from a $500K MRR launch to a nine-year-old codebase replaced from scratch.
Case study · Google Shopping · Custom labels
Smart product labeler — replacing scripts and spreadsheets with an automated labeling engine
$500K MRR within months of launch
Enterprise accounts unlocked
Customers switching from competitors
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Case study · Shopping Ads · Performance Max
Unified retail campaign management — three tools into one intelligent surface
$100K → $350K MRR
80% fewer support tickets
Weeks → minutes
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Case study · Amazon Ads · Platform strategy
Rebuilding Amazon Ads on its own terms — not as a copy of Google
60% better onboarding completion
50% increase in tool adoption
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Case study · Google Shopping · Microsoft Ads · Merchant Center
Feed audit and alerting system — hours of manual work into minutes
50+ agencies actively using
100K+ products auditable
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Case study · Google Ads · Merchant Center · Analytics
Black Friday dashboard — a real-time command centre for peak sale days
300+ advertisers on Black Friday 2025
Running all night
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Case study · Data visualisation · UX · Design systems
Reporting system rebuild — nine years of technical debt, restarted and shipped
30% more customers off competitor tools
2016 PHP → modern React
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Leadership highlight · Process design · Team building
Execution transformation — taking a team from 25% to 100% delivery in one quarter
25% → 100% on-time delivery
One quarter to stabilise
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Open to new opportunities
Senior PM roles, product leadership, and advisory work in AdTech or retail media.