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Work

What I've worked on, across publishing, ad tech, reader revenue, and long-term client work.

01 / Publishing operations

Snopes

Co-Owner & COO, 2016–2022. At its peak the site served 38M visitors a month on enterprise WordPress, with no traffic-related outages.

  • I rebuilt the business model, moving revenue from 100% programmatic ads to a 50/50 mix of ad revenue and recurring reader subscriptions, with merchandise fulfillment automated.
  • I structured Snopes' first Facebook partnership, then led the 2019 exit from it so the company kept control of its own data.
  • I did infrastructure forensics and OSINT analysis for investigations that exposed international subscription funnels and deceptive political media networks.

02 / Ad technology

Proper Media

Co-Founder & VP Operations, 2015–2017. I co-founded an ad-tech consultancy that handled yield optimization, header bidding, and infrastructure for large publishers. Sovrn acquired it in 2021, after I'd left.

03 / Independent practice

Client work

Work through my own practice since 2022. I describe clients by type rather than naming them.

  • Regional outdoor-recreation publisher · 2024–present

    Rebuild and ongoing technical partnership

    I moved them off a legacy theme and an undersized host onto an architecture that passes Core Web Vitals, and their editorial team now runs it without help. I'm still their main technical partner.

    I rewrote a dated, brittle classic theme as a modern hybrid block theme, and I handle their hosting and support.

  • B2B research and advisory firm · 2024

    Platform migration

    I pulled a decade of content out of a flat-file CMS that had no export path and moved it into WordPress with its structure intact. Their editors were trained and publishing again.

    Kirby to WordPress, using a custom scraper that staged editorial cleanup before the content was mapped to blocks.

  • Home services company · 2025–2026

    Full rebuild

    They'd hit the ceiling of a closed platform. I moved them to a stack they own and run themselves, which finally supports the SEO and conversion work the business needed next.

    Wix to WordPress, built from the ground up, with me as the only technical lead from kickoff to launch.

  • Independent ad-tech analytics firm · Ongoing

    Product build and go-to-market

    I got their product distributed in the largest publishing platform on the web, and built a set of offers the business can sell without me in the room.

    Business development and ecosystem partnerships, including the company's first public WordPress plugin.

  • Enterprise WordPress agency · 2023–2024

    Embedded technical leadership

    Two national politics and policy publications shipped on schedule, with less rework between what was asked for and what got built.

    I was the embedded technical project manager on their flagship publisher accounts: Jira intake, sprint priorities, roadmaps, and paywall and subscriber tooling.

  • Independent travel publication · 2025

    Rebuild and handoff

    I moved them off a page builder that was getting slower every month and onto a block theme the owners run themselves.

These are a selection. I'm happy to go into detail on a call.

I'm taking on a small number of new clients.

Pricing is fixed and the work is senior. You deal with me — not an hourly meter, a ticket queue, or an account manager.

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