About

Work Experience

• Senior Software Engineer, Beauty Pie

  Aug, 2023 - Present

  Led conversion optimization projects and built testing infrastructure for Beauty Pie's e-commerce platform

  • OpenGate Initiative: Built Guest Price-First checkout flow with A/B testing framework, rolling out to 50% of UK traffic after successful US results. Monitored conversion improvements while tracking membership cannibalization

  • Strikethrough Pricing (Black Friday): Pioneered Beauty Pie's first-ever strikethrough pricing feature, which became the company's most profitable promotional period—nearly 4x the previous record. This work set the template for all future discount campaigns

  • Collections Landing Pages: Built custom CMS-driven collection pages that increased ROAS by 40% and CVR by 73%. Simplified the journey from ad click to product page while keeping AOV stable

  • META CAPI Integration: Improved Facebook Conversion API accuracy by implementing eventId tracking, Browser ID (fbp) integration, and GTM data layer variables. Improved match rates and ad targeting precision

  • SMS Opt-In Initiative: Added SMS opt-in touchpoints to registration and order confirmation flows, increasing US opt-in rates by 79% and UK rates by 43%

  • Playwright Testing Migration: Migrated E2E testing from CodeceptJS to Playwright, cutting CI/CD pipeline time by 50% and P1 incidents by 90%. Improved developer tooling and made the test suite easier to extend

  • Built multivariate testing (MVT) framework with CMS-driven experiments in Contentful, making it faster to run user tests and iterate on ideas

  • Built 'Pinned Products' feature that increased membership sign-ups by 25% by improving product discovery in the conversion funnel

  • Presented at sprint demos and tech meetings, working with both engineers and business stakeholders

  • Part of on-call rotation, handling production incidents and improving platform reliability

• Senior Software Engineer, T.Rowe Price

  Aug, 2021 - Jul, 20231 year 11 months

  Built an event management system handling cross-timezone scheduling for global teams

  • Built the user interface in ReactJS with GraphQL (Apollo) and React Suspense for data loading

  • Created API layer with NestJS, TypeORM, Postgres, and SQS for event processing

  • Worked with stakeholders across product, design, and engineering teams

  • Ran scrum ceremonies and managed release coordination

• Senior Software Engineer, Sainsbury's

  Feb, 2018 - Aug, 20213 years 6 months

  Led Active Kids, homepage migration, and Net Promoter Score programme

  • Led Sainsbury's Active Kids project from concept to launch using React

  • Pioneered 'Lettuce Know' NPS programme, including the raffle system still in use today (visible on store receipts)

  • Migrated company homepage from legacy PHP to Gatsby with Contentful CMS—a high-visibility page requiring coordination with marketing

  • Coordinated with advertising team to synchronize Christmas ad release across TV and web

  • Set up CI/CD pipeline with sandbox environments, functional tests, and feature flags

  • Moved project to serverless architecture using AWS Lambda and Terraform

  • Built Our Community Hub volunteer platform using React, Microsoft AD SSO, S3, and DynamoDB

  • Mentored junior developers and worked with internal teams and external partners

• Software Engineer, Tesco PLC

  Feb, 2017 - Feb, 20181 year

  Built features for Tesco Direct and designed internal management tools

  • Built features for Tesco Direct storefront with cross-browser compatibility

  • Designed architecture for internal management tool, working with security ops on design decisions

  • Built features using React, Redux, GraphQL, NodeJS, and Terraform on AWS

  • Created automated deployment pipeline from scratch using Jenkins and Amazon ECS

• Full Stack Developer, Selectamark Security Systems

  Feb, 2016 - Feb, 20171 year

  Lead developer for BikeRegister and SelectaDNA security platforms

  • Led development of BikeRegister and SelectaDNA web applications in Laravel

  • Pioneered and led BikeRegister mobile app project from concept to app store deployment, beta tested by Met Police officers

  • Managed codebase and infrastructure to meet ISO 27001 and LPS 1224 security standards

  • Ran penetration tests on company infrastructure and wrote security reports

  • Worked with London's Metropolitan Police and Cambridge University on bike theft reduction research

• Web Developer, MIME Consulting

  Aug, 2014 - Nov, 20151 year 3 months

  Built education technology products for students and early years providers

  • Skills Route: Built tool to help A-Level students visualize how their grades affect college and degree options

  • EYFS Tracker: Built early years tracking application for nurseries and preschools

  • Used Sass, ReactJS, D3, and PHP across projects

  • Handled data analysis and reporting using Excel, Microsoft Reporting Services, and scikit-learn

• Web Developer, CremeGlobal

  Jun, 2012 - Aug, 20131 year 2 months

  Built web platform for Food4Me EU-funded nutrition research project

  • Built web software for Food4Me project, used by nutritionists across 7 European countries

  • Handled data acquisition, interpretation, and visualization

  • Provided technical support for nutritionists and research volunteers

• Network Engineer, HEAnet

  Apr, 2011 - Sep, 20115 months

  Network operations for Ireland's education internet infrastructure

  • Worked in Network Operations Centre, monitoring and troubleshooting network issues

  • Maintained equipment providing internet infrastructure to Irish education institutions

  • Contributed to software development projects alongside network operations work

Projects Experience

• OneW3rld AI

  - Present

  AI-powered multi-tenant voice chat application with custom UI builder and admin backend. Built workflow integration system that lets admins create custom workflows and interfaces without code.

Skills

Education