Twelve selected projects
Twelve pieces worth sharing, chosen from a longer list. Each one says what I did and what changed, and shows the evidence for it. Three parts, then how I work with AI and automation.
Part one. The click
Five campaigns across Meta and Google. I set the budget, chose the channels and ran the accounts myself.
More than twice the leads, each at 64% lower cost, on a smaller budget, with 15 campaigns in place of 52.
Platform records · Rounded down
01Meta lead campaigns
More than 27,000 leads. Across the Meta lead campaigns, leads more than doubled and the cost of each fell 64%, on a smaller budget.
Campaign planning, launch, management and optimisation
Platform-reported result Open the full case
02Meta WhatsApp campaign
The cost of starting a WhatsApp conversation fell from AED 5.35 to AED 1.52. Across the account, messaging conversations grew 3.7 times.
Campaign planning and management
Platform-reported result Open the full case
03Meta call campaigns
Four call campaigns, one after another. Each cost less per call than the one before: AED 17.46, then 10.26, then 3.91, then 3.30.
Campaign planning and management
Platform-reported result Open the full case
04Google Search campaigns
A separate Search campaign for each region. Two of the three became cheaper per website enquiry, Abu Dhabi by 40%.
Campaign setup, conversion goals and management
Platform-reported result · Mixed by region Open the full case
05Google Performance Max
A paused Performance Max campaign, reactivated and restructured. The cost of a website enquiry fell 45%.
Campaign restructure, assets and management
Platform-reported result Open the full case 
Part two. The enquiry
Four tools, each built to answer one question. Where do enquiries go? What needs attention today? Which leads were worth their cost? Where is this shipment?
06CRM reporting
Where do enquiries come from, where do they stall, and which are won? One reporting tool answers all three. I set the rules, built it with AI assistance and kept it in use.
Measurement rules, report design and AI-assisted implementation
Tool demonstration · Synthetic data Open the full case
07Odoo KPI dashboard
What needs attention today? One screen for the day’s follow-ups, pipeline, bookings and collections. I defined the KPIs and configured it in Odoo.
KPI definitions, dashboard configuration and filters
Reconstruction · Fictional values Open the full case
08Lead-quality analysis
The cheapest lead is not always the best one. I measured lead quality alongside cost and followed enquiries through to booking and collection.
Lead-quality measures, time-to-stage analysis and lost-reason grouping
Method illustration · Invented figures Open the full case
09Inventory portal
Where is this shipment? A portal for finding cargo across warehouses, checking mismatches and planning loads. I designed it and built it with AI assistance. Colleagues used it for real work.
Requirements, matching rules and AI-assisted implementation
Tool demonstration · Fictional bookings Open the full case
Part three. The next step
Two websites and a nutrition app, each directed from the first idea to a working result.
10FitCalorie landing page
A launch page that starts with food people already know, and gives them a clear route to early access.
Positioning, page narrative and early-access journey
Actual website capture · 11 Nov 2026 Open the full case
11FitCalorie app
A nutrition app taken from an idea to working Android and iOS builds and internal testing. I directed it; AI assisted the build.
Product vision, requirements, prioritisation and hands-on validation
Historical build milestone · Internal testing Open the full case
12Chroma Creative website
An agency’s positioning turned into a website you move through, with a direct route to the work, the services and an enquiry.
Narrative, website direction and desktop/mobile review
Actual website capture · 11 Nov 2026 Open the full case
How I work
AI and automation do the building. The rules, and the final word, are mine. Three examples, each with its record.
Automation
A lead from a Meta form, the website or a chatbot lands in a shared sheet within seconds. Nobody copies it across.
Automation design and setup, in Latenode
Redrawn from platform screenshots · 11 November 2026 · Runs estimated from a month of usage, at one credit a run
AI-assisted building
A CRM report, a warehouse portal and a nutrition app. I wrote the rules and tested every result; AI did the building. This website was made the same way.
Requirements, rules, review and testing
Each tool has its own case and evidence labelAI agents
AI agents work on FitCalorie’s marketing, each with one job and written rules. A checker reviews every post before I see it, and nothing goes out without my approval.
Roles, rules, skills and every approval
From the office’s own records · 13–21 October 2026 · Screens from a paused copy
