Profiles

Bio

Software engineer based in Nelson, New Zealand. I got my start building WordPress sites, spent the last decade on billing and payments infrastructure at companies like Xero and Timely, and now build Product Upload, a plugin that helps WooCommerce store owners import products from suppliers and marketplaces in a few clicks. I like the slow, careful kind of engineering and tools that take busywork off people’s plates.

Interests

WooCommerce, ecommerce automation, billing and payments infrastructure, helping small store owners, careful engineering, bootstrapped software.

WordPress Origin Story

My career on the web began in WordPress. The first site I ever built was for Beacon Hill Estate, and from there I built more than 30 sites at Downing Creative Marketing in Nelson, New Zealand. WordPress taught me how the web fits together before I spent years deep in software engineering. Coming back to release the Product Upload plugin has been a genuine full-circle moment: taking what I learned building larger systems and handing it back to the community that started me off.

Badges

CODE
1 badge
Plugin Developer
POLYGLOTS
1 badge
Translation Contributor '26

Current Job

Founder
Present

Recent impact

Score weights high-impact work (commits, releases, approved translations, props) at 3x routine activity.

Last 30 days
6contributions
high6
medium0
score18
Last 90 days
15contributions
high14
medium1
score43
Last 12 months
15contributions
high14
medium1
score43

Contributions

Type
July 2026
Jul 03 Fri · 08:58
Plugins high
Committed [3595014] to Plugins SVN:
Product Upload 1.1.5
June 2026
Jun 23 Tue · 19:24
Plugins high
Committed [3583702] to Plugins SVN:
Product Upload 1.1.4
Jun 16 Tue · 08:19
Plugins high
Committed [3574185] to Plugins SVN:
Release 1.1.3 — import-list refinements (source links, retry, pending), supplier overview before bulk import, supplier logos, friendlier completed-empty state
Jun 16 Tue · 06:53
Plugins high
Committed [3574101] to Plugins SVN:
Release 1.1.2 — import drain reports failures (visible reasons instead of stuck jobs), tolerant GTIN/barcode handling, cleaner failure messages
Jun 16 Tue · 05:57
Plugins high
Committed [3574027] to Plugins SVN:
Release 1.1.1 — import reliability fixes (stuck-import recovery, cron time limit) and clearer import progress UI
Jun 14 Sun · 18:58
Polyglots high
Translated 53 strings on translate.wordpress.org.
Jun 10 Wed · 10:35
Polyglots high
Translated 124 strings on translate.wordpress.org.
Jun 09 Tue · 23:55
Meta med
Wrote a comment on the post PTE Request for Product Upload, on the site Translate WordPress:
Hi @tobifjellner, thanks for the quick review and for approving the Swedish strings. Fair call…
Jun 09 Tue · 21:26
Meta high
Wrote a new post, PTE Request for Product Upload, on the site Translate WordPress:
I am the plugin author for Product Upload: AI Product Importer for WooCommerce. I have…
Jun 09 Tue · 20:29
Polyglots high
Translated 115 strings on translate.wordpress.org.

Developer

1 plugin

Translations

7 locales
de_DE Deutsch (German) Translation Contributor
es_ES Español (Spanish) Translation Contributor
fr_FR Français (French) Translation Contributor
it_IT Italiano (Italian) Translation Contributor
nl_NL Nederlands (Dutch) Translation Contributor
pt_BR Português do Brasil (Portuguese) Translation Contributor
sv_SE Svenska (Swedish) Translation Contributor