Work that's live, in production, and matters.

Not portfolio pieces. Not mockups. Systems that handle real transactions, real users, and real consequences.

Custom WordPress Plugins

MTY Group — Multiple Custom Systems

MTY Group operates 80+ restaurant brands across Canada — Café Dépôt, Baton Rouge, Madisons, Ben & Florentine, Sushi Shop, Valentine, Manchu Wok, Mr. Sub, and dozens more. Publicly traded on the TSX.

28 Live brand sites running
one plugin I built

179+ Production commits
across systems

2019 First launched —
all still live

What I built

Three custom systems for MTY's restaurant network, all sole developer, all still running. A gift card and loyalty plugin powering 28 brand sites from one codebase — on-the-fly PDF and barcode generation, per-brand templates, WooCommerce integration. A geolocation and menu engine that finds the visitor's nearest franchise from 80+ locations client-side and surfaces that location's full menu via a dynamic carousel — the system behind valentine.ca and other MTY sites. And a bilingual Quebec-wide QR redemption platform for Mike's/Molson — province-wide rollout, real-time fraud prevention, franchise-level reporting.

Technical highlights

Gift card plugin — 28 live sites, one codebase, loyalty API integration, per-brand PDF templates
On-the-fly PDF generation (Dompdf) with barcode rendering per transaction
Geolocation plugin — browser geolocation + Google Maps distance calc across 80+ franchise locations
Client-side Haversine distance sorting — nearest location found without a server round-trip
Dynamic per-location menu carousel — category tabs, delivery partner links (Uber Eats, DoorDash, UEAT), breakfast toggle
QR redemption platform — bilingual EN/FR, age gating, IP rate limiting, real-time single-use validation, per-franchise CSV reporting
179+ commits across all systems, years of iteration and brand rollouts

Long-Term Technical Partner

Macros Inc. is a fitness technology company building apps, APIs, and marketing infrastructure at scale. Jay Woith, CEO.

6+ yrs Primary tech person

0 Unplanned downtime

8+ Custom systems
built & maintained

What it means

I'm not a vendor they call when something breaks. I'm the person who knows their stack, their history, and their roadmap. Over six years I've touched every layer of their technology — from server infrastructure and custom APIs to web properties, marketing automation, and a suite of custom software built specifically for their business. They've grown their company in that time with zero unplanned downtime.

Custom systems I've built for Macros Inc.

Analytics

Deep Link Tracking System

MySQL-backed app download attribution. Tracks referrer, IP (IPv4/IPv6 with subnet proximity matching), OS, resolution, and platform for every app install. Token-authenticated API. v1.5.10 — actively maintained.

Testing

Server-Side A/B Testing

WordPress plugin for running controlled experiments on landing pages. Bot-aware — serves control content to crawlers, variant content to humans. Accurate view tracking, no external service required.

SMS Platform

Threaded SMS + HubSpot CRM Platform

Full-featured SMS platform built on Twilio with HubSpot and Mailgun integration. Threaded message history, bulk SMS with rate limiting, opt-out compliance (STOP/START), 429 handling with exponential backoff, HubSpot contact sync, and a complete test mode. Production-grade.

Payments

Custom WooCommerce Stripe Gateway

Purpose-built Stripe payment gateway for WooCommerce tailored to Macros Inc's specific billing logic. Log rotation, production error handling, actively maintained through Stripe API changes.

Nutrition Data

MongoDB + OpenFoodFacts API Bridge

WordPress plugin connecting a MongoDB replica set to a custom nutrition database. Caching layer, detailed query logging, configurable replica connections, and a clean REST API endpoint for the app to query against.

Data

Nutrition Database REST API

Custom WordPress plugin exposing a proprietary nutrition database via a REST API endpoint. Handles barcode lookups, search queries, and caching for the Macros app.

Commerce

Buy Modules System

Custom WooCommerce buy flow for Macros Inc's subscription products and coaching plans. Tailored checkout logic outside of what WooCommerce provides out of the box.

Product

Feature Request Voting System

Internal WordPress-based feature request and upvoting system with REST API. Auth-gated — only authenticated users can submit and vote. Surfaces user priorities directly to the product team.

Headless Platform

Solargraf — Enphase Energy Product

Solargraf is a platform serving solar installation professionals across multiple countries, operated by Enphase Energy — one of the world's leading solar technology companies, publicly traded on NASDAQ.

4 yrs Full-stack ownership

Multi-country International & multilingual

Full stack Infra to frontend

What it is

A modern headless web platform built on WordPress as a CMS with a Next.js 15 frontend — serving solar installation professionals across multiple international markets in multiple languages. I have full-stack ownership: root-level AWS EC2 infrastructure, the Next.js application, the WordPress CMS and custom API, and all third-party integrations. When the platform has a problem, I'm the person who fixes it.

What I own

AWS EC2 infrastructure — root administration, uptime, security, backups, disaster recovery
Next.js 15 / React 19 / TypeScript frontend development and maintenance
WordPress REST API — custom endpoints, ACF integration, content architecture
WPML multilanguage implementation across international markets
Enphase Consent Widget SDK with JWT-authenticated backend proxy
Salesforce, LeadConduit, Google Places, and external API integrations
Git-based staging and deployment pipeline management
Full forensic security analysis and remediation following an active breach — worked directly with legal team on cookie consent and compliance requirements

Measurement & Analytics

I don't just run campaigns.
I measure them properly.

Most marketing problems are measurement problems in disguise. Knowing what's actually working — and what just looks like it's working — requires someone who understands both the marketing and the technical implementation. I've built the tools and run the tests. I know the difference.

A/B testing — done right

I built a custom server-side A/B testing system for a fitness tech company because off-the-shelf tools weren't giving accurate results. The key detail most people miss: bots and crawlers skew your data significantly. My implementation detects bots and serves them the control, while humans get the experiment. The result is clean data that actually reflects human behaviour.

I understand statistical significance, sample sizing, and what it actually takes to run a test that produces a valid conclusion — not just a number that makes someone feel good.

Attribution & deep link tracking

Built a custom deep link attribution system tracking every app install back to its source — referrer, device, OS, resolution, and IP (with IPv4/IPv6 normalization and subnet proximity matching for accuracy). Token-authenticated API, actively maintained across 10+ versions.

SMS campaign measurement

Designed and built a Twilio-based SMS platform with full HubSpot CRM integration. Every message logged, threaded, and synced. Opt-out compliance built in. Bulk send with rate limiting and retry logic. The marketing team sees results in HubSpot; the infrastructure runs cleanly underneath.

Conversion tracking & tag management

Google Tag Manager deployments, GA4 configuration, conversion event setup, UTM framework design. I build tracking infrastructure that gives marketing teams reliable data — not tag soup that fires on 60% of sessions and reports on 40%.

Search Console & SEO measurement

GSC setup and ongoing monitoring, crawl error triage, index coverage analysis, Core Web Vitals tracking. Not just installing the tool — understanding what the data means and what to do about it.

Marketing automation analytics

HubSpot and ActiveCampaign integrations that actually report usefully. List hygiene, deliverability monitoring, open rate and click rate as leading indicators, not vanity metrics. Campaign-level attribution tied back to actual outcomes.

High-stakes moments

When your campaign goes live,
I'm already watching.

Marketing events aren't just technical deployments — they're moments where revenue is directly tied to uptime and performance. I've been the person behind many of them.

🕛

Black Friday & Cyber Monday

Every year. On standby from the night before through to the end of the weekend. Monitoring traffic, watching server response, ready to respond if anything spikes or fails. Sales campaigns live or die on infrastructure holding. Mine holds.

📣

Product launches & announcements

New product pages, landing pages, time-sensitive email campaigns, coordinated multi-channel rollouts. The technical execution behind the moment the marketing team has been building toward for months.

🎯

Campaign infrastructure

Dedicated landing pages, A/B test setups, tracking pixel deployment, UTM frameworks, conversion goals. Built and deployed on schedule, measured correctly from day one.

📧

Email & automation sequences

Marketing automation builds, drip sequences, segmentation logic, HubSpot and ActiveCampaign integrations. Triggered campaigns that fire correctly when they're supposed to — and don't when they're not.

🛒

Promotional & flash sales

Coupon systems, time-limited offers, flash sale infrastructure, WooCommerce promotional logic. From QR code campaigns to gift card systems deployed across 28+ brand sites simultaneously.

📊

Post-event reporting

After the event, I look at what happened. Analytics review, performance debrief, infrastructure improvements for next time. The event is the deadline — the learning is ongoing.

🤖

AI integration & automation

I build AI into real workflows — not demos. Multi-provider routing, RAG knowledge bases, bilingual chatbots, automated client onboarding. If your enterprise is thinking about AI, talk to someone who's actually built it. See what I've built →

This isn't a service offering — it's just what being genuinely embedded in a company's operations looks like. When your team is executing a campaign, I'm part of that team.

What working with me at this scale actually looks like.

Most agencies put a project manager between you and the developer. You explain your problem, it gets translated, mis-translated, and eventually something ships.

With me, you talk to the person building it. I understand your business problem first, then figure out the technical solution. And when something goes sideways at 11pm, you're not waiting for a ticket to be triaged.

Direct access, always.

Email me. I reply fast — often within minutes during the day, always the same day. No account manager, no support queue, no "I'll pass this on." The person who answers is the person who built it.

I document everything.

Detailed proposals before any project starts. Phased delivery with distinct deliverables. Written specs. Cost alternatives. You always know what you're getting and what you're paying before you commit.

Security is the foundation, not an add-on.

I've conducted security audits using penetration testing tools. I know how systems get compromised because I've done it — with permission. That knowledge is built into everything I build and host.

Long-term, not project-to-project.

I'm still responding to clients who emailed me three years ago as if we spoke yesterday. That's not a service level — it's just how I operate. The goal is a relationship, not a closed ticket.

The guy you call when the stakes are too high to get it wrong.