I help founders of purpose-driven e-commerce brands find what their systems quietly get wrong, and build AI help that drafts in their voice, sticks to claims they can stand behind, and waits for their yes.
Based in Peru, working New York hours. I reply within one working day.
You’ve built a brand around a mission bigger than the business: fair trade, honest ingredients, rights for nature, things made to last. People buy from you because they believe you. You’re also the person every inbox, app and decision still waits on.
I work with a small number of founders like that, as the technical partner they don’t have in-house.
I only work with brands I’d buy from.
Your store, email platform and apps each report that they’re working. I check the joins between them, reproduce anything odd before I report it, and fix what the evidence supports.
In one engagement, the store believed 5,490 customers could be emailed. The email platform could reach about 150. Neither system flagged it.
It drafts replies to customers, stockists and suppliers in your voice, using only claims you’ve approved word for word, the green and ethical ones included. Drafts wait in the email you already use, and nothing goes out until you send it.
When it isn’t sure, it leaves the decision to you. An unknown never quietly becomes a yes.
Your store, email, automations, data and the awkward places in between. One problem at a time, each at a fixed price agreed in writing.
Each piece comes with a handover note, so anyone you trust can look after it.
At first you approve every draft. Over time, the record shows which kinds you rarely change, and only those earn more freedom.
Every draft waits for you. It’s how the assistant learns your nuances, and how you learn what it gets right.
Kinds of reply you’ve rarely changed are spot-checked instead. Anything unusual or claim-bearing still comes to you.
Only where you’ve almost never changed a word. One switch brings everything back to you.
The record decides, not a feeling. I measure how often you edit each kind of draft, and nothing moves up a stage until those numbers say so.
A free check for a failure that can sit unnoticed for months: your store and your email platform disagreeing about who can actually be reached.
Enter both numbers to see how they compare.
Your email platform can reach 0% of the customers your store says agreed to email.
Some gap is normal. If nobody on your team can explain this one, send me both numbers.
Nothing you type here is sent anywhere. The button opens your own email app.
Each piece says what the evidence shows, and what it doesn’t.
An account-wide suppression event dated 4 April 2025 had gone unnoticed for fifteen months. I traced it in July 2026.
For a small brand, it drafts emails, social posts and page edits. Every product or health claim must match a word-for-word approved list.
Plain-English pages on aviation regulations, with source links and a record of each reviewer’s check, alongside a Course Finder and a Training ROI Calculator.
Tell me one thing you’d like to be easier, or send your two numbers. Free.
What I’d build, what I’d need from you, and a fixed price. Free, with no commitment, and a call if you’d like one.
A fixed price, agreed in writing before work starts. Anything consequential waits for your yes.
Optional. We agree who updates it, who checks it and who hosts it.
You keep everything: the code, the data, the accounts and the records.
Why I build assistants into the email you already have, not another app to check.
Sounding like you is the easy part. Knowing what you’d never say is the work.
It has read everything and met none of your customers. The nuance is where the value is.
Tell me one thing that’s slower or shakier than it should be. A sentence or two is enough. I reply within one working day, on New York time, and I won’t chase you. Please leave out passwords and customer records.