Work with me

The problem I’m useful for

You sell something that works. Somebody buys it, more than once, and not because of a discount. The bottleneck sits somewhere between the ad and the order confirmation, and nobody on your side can say where.

You’ll know if this is you, because at least three of these are true this week:

• Your ad platform, your store back end and Google Analytics report three different numbers for the same seven days. Nobody can say which one is right, so the Monday meeting argues about the number instead of the decision. The platforms are measuring different things on purpose. Google documents how its attribution assigns credit, and it is not how an ad platform assigns credit to itself.
• The product page converts, but you don’t know which part of it is doing the converting. So every redesign is a coin flip, and the last one lost.
• Traffic is fine. The offer is the problem, and nobody in the building wants to be the one who says so.
• You’re sourcing the same product from three suppliers and choosing on unit price, because unit price is the only field you can compare cleanly. The fields that will actually cost you money aren’t in the quote: defect rate, lead-time variance, who answers when something arrives broken.
• You have twelve things to fix, no ordering, and you’re doing the cheap ones first because that at least feels like progress.
• Somebody sold you volume content produced by a model, and now you have hundreds of pages nobody in the company would defend out loud.

That last one is mine. Read the next section before you decide anything.

The thing I have to tell you first

From 31 October 2025 to 27 April 2026 this domain ran an automated publishing pipeline I built and then stopped supervising. Every hour it pulled headlines from five RSS feeds, handed roughly 450 characters of each to a small language model, and pushed the output straight to production. No human read any of it before it was live.

842 Add post: commits went in over those six months. At the end there were 739 English articles, and 2,922 files once each one had been machine-translated into Italian, Arabic and Simplified Chinese. The validator I wrote required each post to contain at least one statistic and two named organisations. The 450-character excerpt usually contained no statistic, so the model produced one and the post passed.

Counted across the 739 English articles: 180 of them cited a source called “Internal Analysis” that does not exist. 470 carried a before-and-after metrics table for a company the article never names. 91 credited a figure to Forrester without linking a report, and 46 did the same to HubSpot. 158 shipped with a title that stops mid-sentence in an ellipsis. A HubSpot writer’s first-person account of their own career was republished under my byline, still in the first person.

Publishing stopped on 27 April 2026 and I deleted all 2,922 files on 5 August 2026. The rebuilt site fails its own build if a cited URL doesn’t return HTTP 200 when checked. The full account is in the postmortem; the dated log of what was retracted is on the corrections page, and the standing rules are on the editorial policy page.

I’m telling you this before I tell you anything I’m good at, because you’d find it eventually and because it’s the reason this page has no case studies. I ran the “produce more, verify less” experiment on my own domain and it cost me the entire archive. I am unlikely to recommend it to you.

What you actually get

One written document. Plain language, no dashboard, no slide deck.

Every finding in it carries five things:

1. What I looked at, named specifically: the property, the date range, the report, the page, the export.
2. What it says.
3. What I’d change, at the level of “change this line, in this file, to this.”
4. How confident I am, on the same three-step scale every article on this site carries: high, medium, or exploratory. The three are defined in rule 6 of the editorial policy, and they mean the same thing in a document I write for you as they do on a public page.
5. What would prove me wrong, and how you’d check.

Findings are ranked, and the ranking is argued rather than asserted. The things I could not check are listed in their own section at the end, and each one says why: no access, no data, or outside what I know. That section is never empty. If it were empty I’d have written it wrong.

You also get the working notes, the queries and the spreadsheet. Not just the conclusions.

How an engagement runs

1. You email me. [email protected]. Describe the problem in your own words, badly is fine. Say what you sell, what number isn’t moving, and what you’ve already tried.

2. First call, 45 minutes, video, no charge. I ask what you sell and to whom, where the money currently goes, what you’ve already tried and why you stopped, who has to approve a change, and what you’d need to see for the work to have been worth doing. If I think I’m the wrong person, I say so on that call rather than after you’ve paid.

3. Scope, in writing, before anything starts. One page: the question I’m answering, what I’ll deliver, the dates, and the fixed price. Fixed. If the work turns out to be larger than I scoped, that’s my estimate that was wrong, not your invoice that changes.

4. Access, read-only, in your name. Viewer access to the analytics property, which is a role you can grant and revoke yourself in a few clicks. Read access to the ad account. The live URLs. The real order and revenue export, not a screenshot of the good week. And one named person on your side who can answer a question in under two days. I don’t need admin, I don’t need a login of yours, and I don’t need write access to anything.

5. The work. Two calendar weeks for a single surface (one funnel, one account, one page set). Four for something that crosses tools. I state the delivery date before I start and I tell you the day I know I’ll miss it, not the day after.

6. Delivery, then one hour to argue with it. A 60-minute call where your job is to attack the document. Findings that don’t survive that call get struck from it in writing.

7. It ends. The engagement finishes on delivery. No retainer, no automatic renewal, no monthly minimum, no “ongoing optimisation” line item. If you want another piece of work in six months, you email me again and we start at step one.

Everything I write for you is yours. I don’t publish anything about your business: no case study, no logo, no “trusted by” strip on this page. If I ever want to write publicly about something I learned in the work, I ask first, in writing, and no is a complete answer with no consequence.

Why the process is on this page instead of results

Because the results would be unverifiable and the process isn’t.

Wirecutter’s about page tells you that it earns commission on the links it publishes, and in the same breath how it decides what to recommend anyway: independent research, interviews and testing, weeks or months per review. Consumer Reports states plainly that it has been independent and nonprofit since 1936. Neither organisation asks you to trust a claimed outcome. They publish the method and the conflicts, and let you judge whether the method would produce a trustworthy answer.

That’s the only move available to me here, and it’s a better one than a testimonial. A testimonial from a stranger is a claim you can’t check. A process you can read is something you can hold me to on day one.

Who I’m the wrong person for

I’d rather lose the enquiry here than on the first call.

• You want a guaranteed number. A promised conversion rate, a promised ranking, a promised return on ad spend. I won’t give one. Google’s own guidance on hiring an SEO tells you to treat a guaranteed ranking as a warning sign, and the same logic applies to every other promised metric.
• You want someone in the ad account every day. Daily media buying is a job. I have one already.
• You want an agency. There is no team, no account manager, no “we.” One person, working evenings.
• You want more content, faster, from a model. I ran that. See above.
• You want link buying, private blog networks, guest-post schemes, or anything whose value depends on Google not noticing. Google’s spam policies name link schemes specifically. I’m not interested in having the argument.
• The product is the problem. If people buy once and never return and you know why, no amount of funnel work fixes that, and I’d be taking money to delay a conversation you’re already having internally.
• You need a vendor in the procurement sense. Master service agreements, security questionnaires, SOC 2 attestations, a supplier onboarding portal. I am one person with a laptop. I can’t answer those honestly, so I don’t bid.
• You need it this week. I can’t. Being slow is a real limitation of working with someone who has a full-time job, not a negotiating position.
• You want the plan you already chose, validated. If you know the answer, you don’t need the document, and I’d only be renting you my name for it.
• Your copy needs to make medical, financial or supplement claims. I’m not qualified to sign off on regulated claims and I won’t write around them.

How much of me there is

I work full time as a Growth Marketer at Yakkyo S.p.A. in Messina, Sicily. Yakkyo is a listed company, quoted on Euronext Growth Milan under ISIN IT0005573966, and its sourcing product is Yakkyofy. That job comes first, always, and it is where most of what I know comes from.

So: anything on this page happens outside those hours, on Central European Time. I take on very little at a time, and I won’t take on anything that overlaps or competes with my employer’s business, which rules out a good portion of the ecommerce sourcing market. If I’m not free, my reply will say so and give you a date rather than leaving you on a list. I’d rather turn work down than take it and be slow with it.

There is no scarcity play here. Nothing on this page expires.

What this page doesn’t have, and why

No prices. Scope determines price and I don’t know your scope yet, so any number printed here would be decoration. You get a fixed figure in writing after the first call, before you commit to anything.

No testimonials, no client logos, no results. I haven’t published work I can substantiate to a stranger, and manufacturing some is exactly what wrecked the last version of this site.

No form. Email is a lower-friction, higher-signal channel and it leaves you holding a copy of what you sent.

How to start

Email [email protected]. Tell me what you sell, which number isn’t moving, and what you’ve already tried. If you’d rather look at something concrete first, the three GPTs I’ve published are free and will show you how I think about this class of problem before you spend a call on it.

I read everything and reply to everything, including the ones I’m turning down. Other ways to reach me are on the contact page.