I build the tests, then I make sure they measure the right thing.

I've spent four years inside experimentation programmes for e-commerce and lead-generation brands, first as a test developer and QA engineer, now leading the technical side of a CRO agency and consulting for founders directly.

Most of my work happens in the gap between a hypothesis and a running experiment: reading a site's data layer, working with its cart API, keeping a variant alive on a React storefront that keeps re-rendering, and verifying every tracking event before traffic arrives. I care about that gap because it is where good ideas usually die.

I also run things of my own. GiftBaksho is a live Shopify store I use as a real-revenue lab. KORI is business software I built and launched for wholesalers in Bangladesh. Both keep me honest about what conversion work looks like when it is your own money.

I work remotely across European, South African and Australian hours, in English, and most of my client work is on Shopify and Shopify Plus. Employment letters and certificates for every role below are available on request.