Profiles

WordPress plugin architecture, WooCommerce customization, AI-vibe coding, building SaaS-style tools inside WordPress, Shopify theme development, influencer & affiliate marketing tech, performance marketing with Meta Ads, headless WordPress experiments, open-source contribution, and finding ways to ship faster without cutting corners.

I first touched WordPress in 2018, not as a developer, but as someone who just needed a website to work.

What started as dragging blocks around in a page builder quickly turned into something I couldn’t stop pulling apart. Why does this plugin slow down the site? Why does this hook fire here and not there? What’s actually happening inside functions.php?

That curiosity became a career. Over the next few years I went from building simple business sites to architecting full WooCommerce ecosystems, writing custom plugins from scratch, and managing digital operations for 15+ clients at once.

The turning point was building RefTrackr, a WooCommerce influencer tracking plugin I built to solve a real gap I kept seeing with clients running influencer campaigns: no clean way to track who drove what sale. So I built it, published it on WordPress.org, and learned more about plugin architecture in those weeks than in the year before.

Today I use AI tools heavily in my workflow not to replace the craft, but to move faster, think bigger, and build things I couldn’t have shipped alone. WordPress is still the foundation. AI is the accelerant.