Web • SEO • Marketing Systems
15+ Years Experience
Waterford, Ireland
Last Login:
Wed 29 Apr 2026
These days I work at the intersection of marketing, web strategy, and digital systems. I currently serve as Chief Marketing Officer at The Design to Manufacturing Co., where I focus on digital growth, SEO, and platform development.
Outside of work I enjoy motorcycles, rugby, and building side projects - small tools, experiments, and the occasional quality of life automation.
This site is a random collection of projects, ideas, and things I’m tinkering with.
If you’re working on a side project or just want to chat about tech - or anything else - feel free to reach out.
I’m always happy to say hello and see what other people are up to.
The discoveries are small now, which is usually a good sign
Final-stretch bug hunting on the work site. The things turning up now are small, and that's the signal a release is actually getting close.
The boring crypto thing is the interesting part
Working on something in crypto with a friend. Not a coin, not an NFT project, not anything speculative. Specific, practical, and quiet, which is why it's interesting.
Agentic AI got the green light, now comes the hard part
Approval to bring agentic AI into the work flow. The exciting bit is short. The actual work is ingestion pipelines, data flows, and team handoffs.
The AI-native rabbit hole I probably didn't need
Half an evening lost to wondering whether the work site should be more AI-readable, after watching Claude Design produce a presentation in minutes. The existing structure already had a reason.
Built without Codex, built more like me
The work site was built without Codex or Claude Code doing the heavy lifting. It's a B2B site for the day job, but it feels more personally designed than anything I've shipped this year.
SEO clustering isn't a spreadsheet exercise
Clusters that live in a planning document and not in the site architecture are decoration. The shape of the clusters has to live in the content model.
Sometimes the CMS is the strategy
The Design to Manufacturing site is built around content relationships and SEO clustering inside Sanity, not just a stack of pages. The CMS is doing more than people usually give it credit for.
The final 5% is mostly staring at pixels
Polish phase on the work site. Breakpoints, copy, alignment, the small stuff that isn't really small. The part that decides whether something feels finished.
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