About
I work with founders, operators, and domain experts to uncover what actually matters in their day-to-day work, then translate those needs into systems that can be built, deployed, and adopted.
I'm strongest in discovery, requirements translation, and delivery — bridging the gap between non-technical stakeholders and technical execution.
A background in customer-facing and commercial environments means I'm comfortable leading conversations, asking direct questions, and aligning solutions to real incentives — not just written requirements.
What I Do
Problem → Solution Thinking
I work backwards from the business problem, clarify constraints early, and strip solutions down to what meaningfully moves the outcome.
AI as Leverage, Not Magic
I use AI to increase speed, automate workflows, and test ideas quickly — not to over-engineer or build novelty tools.
Products That Get Used
I prioritise clarity, robustness, and real-world adoption over theoretical completeness or visual polish alone.
Selected Projects
LureAI
Web ApplicationAn agency managing multiple Meta accounts needed a way to handle engagement at scale, understand whether engagement was converting into outcomes, and reduce operational overhead tied to manual processes.
Otti
Mobile AppA pediatric sleep consultant with growing demand needed a way to productise her expertise, extend her reach, and create a scalable offering without being limited by one-to-one consultation time.
Flipped Burger Co
Online Ordering SystemAn independent takeaway business was losing ~20% of every order to high-commission delivery platforms like Just Eat and needed a way to capture customers directly, reduce commission costs, and own their customer relationships.
How I Work
I'm strongest when:
- the problem is ambiguous
- speed and clarity matter
- trade-offs must be made explicitly
I work best by:
- defining constraints early
- deciding what not to build
- shipping small, reliable iterations
- staying close to users and operators
My background in sales means I'm comfortable:
- speaking directly with users
- handling objections and feedback
- being accountable to outcomes
- adjusting quickly when assumptions meet reality
Tech Seeds 2025