Building products and businesses

I work across strategy, design, engineering, marketing, sales and operations. Over more than a decade, that has included work for Groupon, Vouchercloud, AWIN and The Motley Fool, product engineering for Framer, Contra and STRV, and founding and selling three software businesses of my own.

I’m good at taking a complicated business problem, making the work clear and seeing it through. That can mean deciding what to build, designing the experience, writing the software, finding customers or improving how the business runs. I work with colleagues across those disciplines and take responsibility for the work myself.

In my own businesses, product decisions, customer acquisition, sales, revenue and day-to-day operations have all been my responsibility. I bring that same connected view to client work, from shaping the offer to building the product and measuring whether it works for the business.

Measurement that connects to revenue

At Vouchercloud, I worked on unified affiliate tracking that brought together data from multiple networks and connected traffic and clicks to resulting revenue. I later worked with affiliate and product aggregation businesses including The Motley Fool, and operated my own affiliate business, Vouchernaut.

That work extends from event specifications, data layers and application tracking through ingestion pipelines, attribution and reporting. I have implemented measurement across GTM, GA4, Meta, Firebase, APIs, React and mobile applications, with data systems including BigQuery, Postgres, DuckDB, Timescale and Redis.

Products built and operated

At Benson, I rebuilt the original MVP into a production attribution system operating across 25 million monthly sessions and more than 500 stores. I led technical sales and onboarding for more than 80 ecommerce brands, operated the product for nearly three years and sold the business. I've since reacquired the brand and rebuilt Benson with a team of AI agents, relaunching it at trybenson.com ten days after the first commit.

As technical lead at RaceMake, I worked with Formula One and sim-racing telemetry to support statistical and AI-driven performance analysis. The implementation included high-frequency data pipelines, a Rust/Tauri desktop application and a React web application.

More recently, I built Hogsend, a TypeScript framework for growth engineering: identifying users, capturing behavioural events, responding across channels and measuring the effect. I also created a course on product-led growth and product analytics with PostHog.

Working together

Clients value the judgment I bring alongside the implementation. In her public review, Contra’s Allison Nulty highlights my communication, adaptability and suggestions that improved the feature beyond the original expectations.

I take responsibility from the initial specification through implementation, QA and release monitoring. Depending on the engagement, that can mean improving a measurement estate, building a customer-facing product, connecting acquisition to revenue or implementing onboarding and lifecycle systems.

I work on defined projects and embedded engagements. Explore my services, read my CV or email doug@withseismic.com.