About

I'm a Experimentation Engineer and Front-End Developer who bridges the gap between creative design and technical engineering. With a background in Fine Art and deep expertise in enterprise-level personalisation platforms like Adobe Target and Monetate, I build scalable, high-performance experimentation strategies for the UK's largest digital brands.

Unlike traditional CRO specialists who rely on drag-and-drop tools, I write production-grade code to implement complex personalisation logic. I work alongside dedicated analytics and machine learning teams to translate data models into live, high-impact experiments.

What I bring to the table:

Enterprise Experimentation: I specialise in architecting and deploying A/B and multivariate tests at scale using Adobe Target and Monetate.
Engineering Rigor: I write clean, accessible, and performant code that ensures tests don't compromise site speed or Core Web Vitals.
Creative Precision: My BA (Hons) in Fine Art instills a rigorous standard for quality. I am a perfectionist when it comes to implementation—ensuring every experiment is pixel-perfect. In the world of CRO, even minor visual glitches can erode user trust and impact conversion rates.
Proven Impact: At Next, my technical implementation of experimentation strategies drove a £25 million uplift in revenue.

Current Focus:

At British Gas, I lead the technical side of personalisation, ensuring our digital journey is optimised for millions of users. I am increasingly integrating AI into my workflow to streamline tasks and boost efficiency. Outside of work, I'm deeply interested in LLM projects and agentic systems—building and leveraging autonomous AI agents to solve practical problems.

Entrepreneurial Background:

I founded Monocode, an independent digital engineering consultancy. Through Monocode, I continue to deliver high-performance web solutions for SMEs, focusing on speed, conversion, and brand integrity. This ongoing work keeps my technical skills sharp and ensures I remain grounded in the practical realities of building for the web, outside of the enterprise environment.