About

How it started

Long before any formal business, I was already deep in the technical side of the online world. Around the early 2000s, while still a teenager, I was obsessed with computers, software, system setup, local networks, hardware upgrades and basic programming. I liked understanding how things worked under the surface - and how to make them work better.

That technical curiosity became the foundation for everything that came later. It taught me to go beyond surface-level answers, to stay comfortable with complexity, and to solve problems directly instead of hiding behind tools, buzzwords or templates.

The hard years that built the range

In 2002, I started professional work as a webmaster in highly competitive online niches, beginning with adult. That period lasted roughly a decade and became a hard laboratory for real-world online skills. SEO, websites, advertising, programming, copywriting, graphics, blogging, video editing, positioning, growth - none of it lived in theory. It all had to perform.

Over those years I built networks and hundreds of standalone websites from scratch, and consistently reached strong positions in both SEO and paid traffic.

That period also included long work across harder-edged and highly sensitive online verticals - including adult and other aggressive performance niches where discretion, ranking strength and resilience mattered as much as visibility. In some of those spaces, the resources I built held leading positions for years. I do not romanticise that side of the internet, but it taught me a huge amount about pressure, adaptability, attention and real online competition.

Alongside that, I also spent time in tougher, faster and less polished corners of the internet. I do not need to turn this page into a confession booth, but that background matters. It taught me how ruthless online competition can be, how attention is really won, how systems break under pressure, and how to think faster and sharper when weak execution gets punished immediately.

That experience was not always clean, pretty or corporate. But it was real. And real experience tends to leave deeper marks than polished theory.

From webmaster work to building serious projects

Over time, that range grew into larger and more conventional projects.

Vip Prime.
One of my early major “white” projects was a blog about SEO and online money-making called Vip Prime. It quickly entered the top tier of its niche on the strength of unique and unusually strong content. I also won multiple article competitions through that work, with the biggest single prize being $2,222. More importantly, it proved that I could compete through quality, not just tactics.

In Style.
I later founded an offline image-making studio called In Style. It had staff, real clients, real operations and both online and offline promotion. I sold, consulted and delivered core services myself, while also supporting the business with larger online portals around fashion and style.

In-Top.
After that came In-Top, my internet marketing studio. In its time, it became one of the strongest players in its region and competed successfully against much larger agencies. The biggest demand was for website development, SEO and pay-per-click advertising. I handled the full stack of the business - attracting clients, selling, strategy, delivery, systems, hiring and delegation. At one stage, I even wrote my own PHP engine for client websites, and over the years I worked across roughly twenty CMS platforms, including WordPress, Joomla, osCommerce and others.

There was also a period when I taught paid search advertising, because my expertise in that area had already become rare enough locally that people were willing to learn it directly from me.

Ecommerce at scale

After the studio period, I moved deeper into ecommerce - first for clients, then for myself.

At one stage I worked closely with a long-term client and, over roughly a year and a half, built around 70 online stores for him. About a fifth of them were large catalogue stores. I handled the full online layer: store development, design, product population, copywriting, paid and unpaid traffic, SEO, contextual advertising, teaser ads, promotions, partnerships and more. In multiple niches, that work helped turn him into one of the most visible retail players in the market.

Later I went fully into my own ecommerce operations under the Amadeo project. Through Amadeo, I built a network of online stores, landing pages and large catalogue projects, and became one of the most visible sellers in several niches. Two of the strongest directions were Christmas lights and skateboards. At that stage I had up to ten staff, managed more than 10,000 product positions, and handled the full chain from sourcing and supplier communication to logistics, CRM, advertising, communication, branding and final sale to the customer.

This is one of the reasons I do not think like a narrow specialist. When you have carried product, traffic, operations, customer issues and money flow at the same time, you stop treating business like separate departments.

Building a brand from scratch

To scale further, I moved from selling products to building a larger, more distinctive brand. That project became Heady Shake - an American skateboard brand and ecommerce business with products manufactured in China.

Here again, I handled the full spectrum: brand development, style, design, product direction, Amazon, Shopify, logistics, customer support, influencer work, partnerships, event activity, advertising strategy, campaign development and expansion into new markets. The brand became a bestseller in several categories and developed fast because it was not built as a random store - it was built as an actual brand.

Apps, products and what I do now

After that, I moved deeper into iOS development and product building. I created several mobile apps, including Best Country, Diamare, Red Days and SharedKid. Some of them are much bigger than simple apps - they are startup-scale products that require not just development, but also positioning, content, communities, strategy, testing and long-term product thinking.

Alongside that, I continue building a personal brand and creating content across major social platforms. I write scripts, film, edit and publish myself. That keeps me close to attention, messaging, storytelling and the realities of how people actually engage online.

Right now, one of my main long-term focuses is Red Days, while Crack On Performance is the place where I bring that wider experience into client work.

Why this matters if you hire me

One of the biggest weaknesses of agency work is structural. The person who wins the client is often not the person who does the work. The specialist doing the work often has limited context, limited incentive and a narrow service lens. That is why so much agency output feels template-based, disconnected and "fine" rather than truly sharp.

With me, the incentive structure is different. The result carries my name. My reputation is personal. That does not mean fake perfectionism or pretending every project has an unlimited budget. It means I care about finding the smartest version possible within the real limits of the package, the goal and the situation.

You are not hiring me because I only know one tool or one service. You hire me because I have spent years building from multiple angles - technical, commercial, operational and strategic - and I still build now.

So if you want one capable person instead of a middle layer, generic handoff and wasted motion, we will probably work well together.