About

I didn't start in tech. I spent six years in airline operations at one of Europe's largest travel companies — scheduling, dispatch, the relentless focus on systems that cannot fail. Somewhere in there I taught myself to code: first as a way to automate the tedious parts of the job, then as a discipline in itself.

The move into web development led quickly to CRO. The connection made sense to me immediately — you build something, you measure whether it works, you iterate. It's engineering with immediate feedback loops.

I moved onto the optimisation team at the same company and spent three years building A/B tests in a TypeScript and web-components codebase at scale. Nearly a decade there in total — that's where I learned what "scale" actually means for experimentation: the tests run on pages receiving millions of sessions a month, which means a flicker lasts 20 milliseconds and you still feel it in the data. A broken targeting condition affects a population large enough to matter statistically before anyone notices it's wrong.

I'm now senior experimentation developer at a major UK news publisher, where the same standards apply — high traffic, high stakes, a codebase that dozens of engineers touch every day. The experiments I build have to work alongside production deployments, not in spite of them.

Alongside the day job, I take on freelance engagements for CRO agencies and e-commerce brands. Most freelance test developers come from an analytics or product background and have learned enough JavaScript to make things work. I come from the engineering side — I've built tests inside large, high-traffic, review-gated codebases, which is a meaningfully different skill set.

I work remotely from London. Most of my clients are in the UK or Europe, but I work with teams worldwide when the timezone overlap is workable.

What I work with

• Client-side testing: Optimizely Web, Convert, VWO, Intelligems — DOM-based activation, anti-flicker implementation, MutationObserver patterns for React-rendered content
• Server-side testing: Optimizely Feature Experimentation (formerly Full Stack), flag-based delivery, SDK integration, tracking layer design
• Languages and frameworks: TypeScript, JavaScript, web components, Shopify Liquid, React (enough to build tests against React apps without breaking them)
• QA: Cross-browser testing, SRM analysis, tracking validation, pre-launch checklists, handover documentation

How I work

I take on a small number of clients at a time. That's deliberate — if I'm running fifteen tests in parallel I'm not doing any of them well.

I work async-first and communicate through whatever tools your team already uses. I write clear, documented code and leave things in better shape than I found them. I tell you when something is a bad idea, and I tell you why.