Real inputs over LLM filler
Every piece worth writing starts with a customer or an SME. AI is leverage on real signal, not a substitute for it.
Hand-Crafted Content Systems
I build content engines that compound.
Strategy, systems, execution, and results — owned end to end.
or just scroll
I · approach
How I work
Build it before you file a ticket
When something breaks or an integration's missing, I open the docs first.
Conversion instinct over narrative instinct
Story is the means. Demos, signups, and pipeline are the end. When the two pull in different directions, I trust the funnel.
II · work
Selected work
A publishing pipeline that replaced a $1k/month tool
Google Doc
Match placeholders
REST API upload
Set alt / featured_media
Gutenberg HTML
Field notes & walkthrough
- Situation
- At Goodshuffle Pro, publishing a blog post meant a 10-step manual image process — Figma conversion, hand-placing images in WordPress, setting alt text and featured images one at a time. High friction, repeated every post.
- What I built
-
A multi-node automation workflow that reads a Google Doc, matches
[image placeholder]tags to files in a Drive folder, uploads them via the WordPress REST API, sets alt text, strips the hero image asfeatured_media, and outputs Gutenberg-ready HTML. Originally built in n8n, now running on Claude Code. Along the way I killed a Figma conversion step (WebP uploads work fine via the API) and diagnosed a Cloudflare WAF that was 403-ing on POST bodies containing<img>tags. - What happened
- A 10-step manual process collapsed into a single workflow. Tools like AirOps charge thousands a month for similar pipelines — this one runs on an API key. Blog visibility is up 188% YoY.
HubSpot conversion attribution rebuild
Inbound contact
UTM check
Workflow logic
Channel attribution
Fallback: FullStory
Field notes & walkthrough
- Situation
- Inbound contacts were getting misattributed — the automated tracking workflow mishandled null UTMs and was missing a Brand-campaign branch. Real customers were landing in the wrong channel or erroring out entirely. Quarterly reporting couldn't be trusted.
- What I built
- Diagnosed the workflow logic failure, repaired it, and built a manual-fallback process using FullStory as the primary source when HubSpot data was incomplete. Then codified the whole diagnostic into a reusable troubleshooting skill — so the next failure is a 10-minute fix, not an investigation.
- What happened
- The conversion funnel became legible for quarterly reporting for the first time. Lite trial signups now go into each quarter manually attributed and clean — and the underlying logic holds up.
An AI-augmented operating system for content ops
newsletter coach
blog formatting
Asana formatter
standup generator
content ops
weekly priorities
Lattice update
IG (Apify) scraper
attribution fix
Field notes & walkthrough
- Situation
- As effectively a one-person content engine, the recurring work — newsletters, blog formatting, Asana task creation, standup prep, weekly priorities, ad translation, attribution troubleshooting — was eating time that should go to higher-leverage work.
- What I built
- A library of around twenty codified skills and automation workflows that encode my own editorial standards and turn judgment-heavy recurring work into repeatable systems: a newsletter content coach, blog formatting rules, an Asana task formatter, daily standup and weekly priority generators, a Lattice update workflow, and an Instagram (Apify) scraper with a Python processor feeding the newsletter's “Inspiration Station.” Originally built in n8n, now running on Claude Code.
- What happened
- Content operations became systematized rather than manual. A one-person function now ships at the cadence of a larger team's.
III · bio
About
Stack
I trained as a writer and ended up coding.
I run content marketing at Goodshuffle — software for the event rental industry. Over the past year I've built around twenty AI-augmented systems that let a one-person content function ship at the cadence of a full team.
Before that: content roles at Uberall, plus seven years of freelance B2B SaaS work. I once gave a TED-style talk on Verdi's late style at a team retreat, which probably says more about how I think than any skills list would.
IV · write to me
Get in touch
Currently writing & building from New York. The best way to reach me is snail mail, but the fastest way is email.