Now
Updated
Most of my week goes to leading digital at Ellodave — client delivery, technical direction, and the systems behind it. Alongside that, I build internal tools and workflows when day-to-day agency work needs something more dependable than a workaround.
These are the projects I'm focused on at the moment:
Building
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DataShed
Reporting for growth teams — an in-house platform I built when spreadsheet-based attribution stopped scaling. It brings ad performance, campaign attribution, and CRM conversion data into one operational dashboard the team can actually trust.
Per-client views show conversion volume, channel mix, and trends over time — with UTM hygiene built in so source data stays consistent. The goal is practical weekly reporting: what generated qualified enquiries, and what moved towards revenue — without reconciling Google Sheets every month.
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QR code generator
An internal tool I built so the team can generate QR codes quickly and track how they're used across printed documents — brochures, flyers, point-of-sale, and other offline touchpoints.
It ties into our existing attribution workflow, so scanned codes feed into the same reporting picture as web campaigns rather than becoming a separate, untracked channel.
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Flux
An internal tool I built for turning still photography into short-form video for social and paid media. We often had customer photos featuring a client's products — useful assets, but not always enough on their own when campaigns needed video.
And arranging a fresh photo or location shoot wasn't always practical. Flux gives a reliable, repeatable way to generate branded footage from existing imagery when video is needed but raw footage isn't available. Proof-first workflow, consistent output, less dependency on last-minute production.