I connect strategy, technology and commercial thinking to build products that truly work.
My strength does not lie in one isolated discipline. I understand the business problem, design the solution, build or direct the technology and ensure that the product is also discoverable, usable and commercially viable.
From SEO specialist to product builder
My career began long before search engines, online shops and AI became everyday business tools. Over more than 27 years, I have seen online visibility evolve from isolated optimisations into complete systems of technology, content, data and user experience.
I developed thousands of local websites, trained 2,000 students and built dozens of tools to make processes scalable. That combination of marketing, data and technology expanded into software development, automation and product architecture.
Making complex processes understandable
I enjoy working on situations where multiple worlds come together: employees, customers, software, scheduling, logistics, regulations and commercial goals. That is where value is created when the problem is first analysed properly and then translated into a simple user experience.
Examples include a route and workforce planner for field teams, an inventory and depot app, a modular Software Builder, education software, tender quality control and an AI visibility platform.
How I work
I start with the question behind the question. What outcome is truly needed? Who will use the solution? Which exceptions define the real-world process? I then make the concept concrete through processes, data models, screens and technical architecture.
I then build and test in short iterations. This quickly reveals what works and where adjustments are needed. The goal is not an impressive demo, but a product that can be used reliably and continue to grow.
Where I make the difference
I can switch between management, users, marketers and developers. As a result, fewer details are lost between strategy and execution. I combine commercial insight with technical curiosity and remain critical of cost, maintainability and measurable results.