I’m a web developer and SEO & analytics consultant based in London.
I currently work as Web Analytics Lead at Wise (formerly TransferWise). Prior to this I spent 7 years at digital marketing agency Builtvisible, where I worked as Head of Product in the SEO team before building the agency’s new Analytics team. I have extensive experience with marketing attribution, ecommerce analytics, and enterprise-scale tag management, and I enjoy working alongside both product and engineering teams to build scalable tracking infrastructures.
My preference for lean solutions soon led me to discover the JAMstack approach to web development, and since then I have been experimenting with static site generators including Jekyll, Hugo, and Eleventy. This site has also been a sandbox for experimentation with new CSS features like Flexbox and Grid and web platform technologies like service workers.
Today, this website is built with Hugo and I use vanilla npm as my build tool. All code is hosted on GitHub and deployment via continuous integration is handled by my web host Netlify. I still scrutinize every line of code.
As a freelance writer I’ve had features commissioned by Polygon and RockPaperShotgun, and have interviewed video game developers including Naughty Dog and CD Projekt. I’ve also written many articles on web development, SEO, and analytics for Smashing Magazine, Moz, and SitePoint. You can find links to all my articles for these publications on my blog.
During this site’s first year I combined my enjoyment of web development with my passion for writing, and put together a series of individually-designed long-form editorials which you can browse here.
Since I was a child I’ve been fascinated by carnivorous plants like the Venus Flytrap, and today I have a website dedicated to this hobby: Tom’s Carnivores. That site’s interactive tools and maps have been referenced by the BBC, Kew Gardens, the RHS, and the Eden Project. This site receives upwards of 50k sessions per month and includes a Shopify-powered ecommerce store.
In 2022 I launched a new website focusing on another of my passions: animals and pets. Built in collaboration with several vets and veterinary nurses, Your Paws offers evidence-based, scientific reviews and hands-on comparisons of pet products and services in both the UK and the US.
I live in the UK with my family, two cats, and a greenhouse full of unusual plants. I also enjoy fitness and long-distance running, reading (particularly sci-fi and fantasy), and at one time was an active skydiver. I’m a fully qualified jumper with an FF2 freefly rating and have logged over 250 group jumps in both the UK and internationally.