An auditor's habit of showing the receipt, applied to code and conversion.

I started with a university degree in law, then spent 10+ years as a professional internal auditor, working on business activity and compliance, including a stretch as methodologist and supervisor of internal-audit services in the public sector. It's slow, careful work: you don't get to state a finding unless you can show exactly why it's true.

In parallel, I've been writing software for thirty years, long before it was my job, and still now that it is.

Those two threads met when I became team lead and Shopify developer at a direct-to-consumer subscription coffee brand. Over twelve months we ran 100 A/B tests, and store conversion moved from 1.8% to 5.8%. Alongside the testing program I handled SEO, review monitoring, pre- and post-purchase questionnaires, and advertorials: the unglamorous instrumentation that tells you which hypotheses are worth testing at all.

These days I build my own products and run Bold'n'Smart, applying the same discipline, a receipt for every claim, to conversion and AI-search visibility.