Case studies. 23 projects, three kinds of work.

I'm Manager of Web Development & Design at DISCO. I lead web growth strategy, design workflow, and the front-end stack, lead a cross-functional team of developers and designers, and work on AI-assisted workflows. The work lives at the seam of marketing engineering, design leadership, and AI integration.

Swip Tools is the manufacturing-intelligence SaaS I co-founded. It delivers live hour-by-hour targets, part-weighted standards, and loss analysis to factory operators running mixed-model production cells. I work with my cofounder on product strategy, customer discovery, and design — and contribute to the marketing site, design system, admin, and operator UI on Astro 5, React 19, TanStack Start, Drizzle ORM, and Cloudflare Workers.

I treat AI as leverage for humans, not a substitute for them. The most interesting work in agentic systems isn't at the model and isn't at the UI — it's at the seam between them, where accountability, policy, and audit trail actually live. I write about this on the blog, most recently in "Humans First in the AI Era," a response to Zack Exley's series on AI and the economy.

GEO (Generative Engine Optimization) and AIO (AI Optimization) are the discipline of designing content and software so that AI systems represent your brand correctly. Think SEO, but for ChatGPT, Perplexity, Claude, and the next generation of AI search. Every B2B brand is about to discover that the AI layer is a primary distribution channel — and most of them aren't ready. It's a big part of how I think about web work now.

Sideways. I started in international education, running study-abroad programs across Spain, Thailand, and Costa Rica, and lived in Lleida and San José along the way. The design and code came later — first at Hero Digital on a contract for Apple's Genius Bar, then leading front-end and UI design at a small agency, then DISCO. The non-engineering chapters are why I tend to think about software as a relationship problem first and a technology problem second.

Through 1:1s, structured goal-setting, and what I think of as a "growth partnership" model — agreeing with each person on the skills they want to grow into, then routing real work toward those skills. I try to keep the decision about AI tooling separate from the decision about who's on the team; the moment those land on the same line of the spreadsheet, you've stopped leading the people in front of you.

TypeScript and Python. React and Astro on the front-end, Drizzle + Postgres on the back, Claude + MCP for AI, Cloudflare Workers for infra. Full list on the About page.

I'm heads-down on my day job and Swip Tools. I'd love to learn about what you're working on around GEO/AIO strategy, agentic architecture, or marketing-engineering ops. The contact form is the best way to reach me.