Hands‑on engineering leadership for complex digital transformation programmes. I help product and engineering teams turn fragile legacy web estates into robust platforms that are faster and easier to maintain, scale, govern, and improve.
I am an enthusiastic principal software engineer and technical leader with over twenty‑three years of hands‑on experience.
I help teams and clients design, build and improve websites, applications and web platforms, pairing architecture, delivery judgement and hands‑on TypeScript, React, HTML, and CSS.
My portfolio is diverse; I work with global clients, solving real-world problems, including:
Lead engineer on Virgin Atlantic & Holidays' large‑scale replatforming programme, unifying twelve disparate applications within a new headless architecture built with React and Next.js.
Senior JavaScript developer delivering a React‑based rebuild of the World Economic Forum's online platforms, whilst also leading the introduction of new user features.
Senior developer on Polestar's highly animated, interactive website and automotive configurators, built with Gatsby, React, and TypeScript as Volvo's former go‑faster brand evolved into an EV company.
Principal‑level support inside active delivery when architecture, standards, mentoring, documentation, ownership transfer, and implementation decisions need strengthening whilst the team keeps shipping.
Senior technical direction for organisations that need CTO‑style judgement across roadmap, suppliers, architecture, and release risk before a permanent leadership hire makes sense.
Define Next.js platform boundaries when domains, routes, tenants, brands, content ownership, data ownership, deployment models, or team responsibilities are making change unsafe.
Headless architecture advice before CMS, content model, preview, revalidation, metadata, schema, media, localisation, and editorial ownership decisions become expensive to reverse.
Senior platform assessment and technical direction for React and Next.js estates where routing, CMS, deployment, SEO, ownership, and delivery risk have become one problem.
Route‑level performance work for modern front ends where field data, Core Web Vitals, scripts, fonts, images, data loading, or templates are weakening important user journeys.
Right to Represent agreements for UK contractors, covering recruiter pressure, duplicate submissions, hybrid working changes, and safer wording before signing.
try, catch, and finallyGo beyond basic try/catch in JavaScript with finally, custom errors, async error handling, testing, user‑facing failures, and defensive‑code traps.
Slow Gatsby builds need a clear choice: optimise plugins, data, and images in place, or move to Next.js when publishing and cache limits justify it.
AI search creates visibility that is not just a ranking, click or citation. Sites need to be retrievable, quotable, attributable, and comparable by machines.
AI programmes are often adopted tactically, without enough governance for supplier risk, data exposure, quality, workforce impact, or board accountability.
Audit third‑party script cost across GTM, consent tools, analytics, experimentation, and personalisation, without breaking measurement or business workflows.
As AI reduces friction in implementation, the value of architecture, review, domain judgement, mentoring, and failure analysis rises rather than falls.
A practical Gatsby to Next.js migration checklist covering routes, data, rendering, plugins, images, redirects, preview, sitemaps, and SEO validation.
Automation can save labour, but it also creates monitoring, exception handling, vendor, governance, and security costs that many business cases ignore.
A practical Contentful to Sanity migration checklist for Next.js sites, covering schemas, references, preview, redirects, metadata, and SEO checks.
SEO best practices in Next.js, with a sharper focus on Core Web Vitals, stable layouts, lighter bundles, metadata, and real user measurement for search.
Google's old exchange was simple: crawl the web and send traffic back. AI search weakens that bargain by answering more journeys before the click.