productmatch.com.au
ProductMatch
LiveAI pricing intelligence for Australian retailers. Photo in, defensible price out.
Multi-tenant SaaS · visual AI pipeline · Stripe billing · shipped solo
Fractional CTO & independent AI delivery advisor
Independent AI delivery advice —
from an operator who ships.
Anyone can vibe-code a demo. Whether it survives a real business — real customers, real deadlines, an actual org chart — is the question almost nobody's asking… yet. I make sure your AI delivery is right before you get burnt.
Grounded in eighteen years building and rebuilding commercial technology, and proven in the AI products I design and ship myself — for the founders, GMs and heads of digital who commission AI-built work and carry the can when it goes sideways.
Why the gap between 'it works' and 'it survives' is the whole game
Proof, not slideware
Most people advising on AI have never shipped it.
I have — solo, end to end. These are live products I designed, built and run myself, not case studies from a team I once managed. The same judgement goes into every engagement.
carersupport.com.au
CarerSupport
In production · waitlist openThe participant-owned NDIS care record. Built for my sister, in daily use.
Live production use for months · no-login shift logging · clinician-grade reports
digitalstarterkit.com.au
Digital Starter Kit
PilotSmall-business websites built properly, live in days, managed for a flat fee.
AI-assisted build pipeline · productised, not billable hours
mywealthtracker.com.au
MyWealthTracker
PilotAI guidance grounded in current Australian tax and super law.
White-label for brokers and planners · regulation-aware reasoning
Trusted by teams at
What I do
Four ways I work with leadership teams
Every engagement is shaped around a specific decision or transition — most of them now with an AI dimension at the centre. I work where strategy meets execution: close enough to the detail to keep the builders honest, senior enough to hold the whole picture.
AI & Platform Opportunity Audit
FlagshipWhere AI and platform decisions create genuine leverage — and where they don't.
Retailers, scale-ups and enterprise teams weighing AI tools, replatforming, or technology consolidation.
2–4 weeks, fixed fee
Learn moreAI-Era Transformation Blueprint
A programme plan that survives contact with reality — not a deck in a drawer.
Businesses planning a major platform migration, operating-model change, or multi-workstream transformation.
4–8 weeks, or ongoing retainer
Learn moreFractional CTO Advisory
Senior technology leadership embedded in your business — including the AI calls.
Growing businesses that need experienced technology leadership but aren't ready for a full-time CTO.
Monthly retainer, typically two days a week
Learn moreInterim CTO
Hands-on technology leadership when you need it most — without the lag of a permanent hire.
Startups and growth-stage businesses that need a CTO to set direction, build the team and ship.
3–12 months, three to four days a week
Learn moreNot ready to commit to an engagement? Start with an AI Second Opinion — a straight, independent read on a build, a vendor's proposal, a plan, or a running system, before you commit.
How the AI Second Opinion worksWhere I operate
Eighteen years building and rebuilding technology for commercial businesses
My perspective comes from operating inside the businesses I advise — as CTO, Head of Engineering, Platform Lead and Technical Director. I've led teams through re-platforms, acquisitions, market expansions and the messy middle of organisational change. And I still build: the AI work on this site is mine, hands on keyboard.
Industries
E-commerce, retail, media, marketplaces, automotive, health & wellness
AI capability
Strategy and governance, AI readiness and capability matrices, plus hands-on builds: autonomous agents, AI-powered tools, and live SaaS shipped end to end — see what I've shipped
Capability areas
Platform architecture, vendor selection, team capability, delivery leadership, data strategy
Scale
Series B to ASX-listed. Teams of 5 to 200+. Revenue from $10M to $2B+.
Platforms I've led decisions around
VTEX, Shopify Plus, BigCommerce, Adobe Commerce, custom headless builds, Contentful, Segment, Braze, Snowflake
Selected work
What this looks like in practice
Retail & E-commerce · Fractional CTO — 9 months
Re-platforming a $200M+ multi-brand e-commerce operation
Led the technology strategy and vendor selection for a major Australian retailer moving from a monolithic legacy platform to a composable commerce architecture — without disrupting peak trading.
Retail & Consumer · Transformation Blueprint + Advisory — 5 months
Unifying customer data across a fragmented retail ecosystem
Designed and led the implementation of a customer data platform strategy for a national retailer with 12 disconnected data sources and no single view of the customer.
Marketplace & Technology · Fractional CTO — 12 months
Building the technology function for a high-growth marketplace
Stepped in as Fractional CTO to establish engineering capability, architecture, and delivery practices for a Series B marketplace platform scaling from 50 to 200+ employees.
Latest thinking
Insights
The adult in the room: what eighteen years taught me that AI can't
AI made building almost free. Surviving production is as hard as it ever was — and that gap is the whole game.
Meet ProductMatch: How I Shipped an AI SaaS in Two Weeks
Most companies treat AI as a feature to bolt onto something they already have. I treated it as the product itself — shipped a complete, multi-tenant pricing intelligence SaaS in two weeks, then iterated. Here's the discipline that makes that pace real, not theatre.
Data: The Foundation of Enterprise AI Success
Why data governance isn't optional. How to avoid the 80% of AI projects that fail before reaching production.
Why your CRM implementation failed and what to do about it
CRM implementations in retail fail at an alarming rate. This article diagnoses the common failure patterns and provides a practical remediation framework, including when to fix what you have and when to start again.
The advice you get from someone who's been in the room when it went wrong.
Whether you're weighing an AI build, sizing up a vendor's proposal, planning a replatform, or working out whether what you've already got will survive contact with a real business, I bring an operator's perspective — and a builder's — to the decisions that matter.