System Deployments & Performance Metrics
A data validated portfolio of enterprise MarTech architectures, conversion optimization frameworks, and high-velocity paid media campaigns.
FULL-STACK WEB APPLICATION
AI Marketing Funnel CRM Dashboard
A full-stack CRM and marketing analytics dashboard engineered to centralize inbound lead capture pipelines, monitor cross-channel marketing efficiency, and systematically prioritize high-intent prospects through algorithmic automated lead scoring architectures.
Technologies Used
React • FastAPI • Python • PostgreSQL • Supabase • Render • Vercel
Key Engine Capabilities:
Lead Management & Source Analytics: Dynamic capture interfaces mapped to monitor paid media performance distribution.
Predictive Lead Scoring: Algorithmic prioritization logic to isolate high-intent sales pipelines automatically.
Enterprise Data Operations: Client-side asynchronous search routing, multi-variable filtering, responsive pagination, and structural CSV data exportation streams.
Cloud Architecture: Decoupled database state micro-services deployed across Supabase, PostgreSQL, Render, and Vercel.
ANALYTICS & REPORTING
Turning Raw Traffic Data Into a Decision-Ready Dashboard
The Challenge: Give stakeholders a single, live view of how a product’s website and app ecosystem was actually performing, traffic, engagement, geography, and conversion signals without needing to dig through GA4’s native interface for every question.
The Results:
• 7,148 Total Users
28,417 total views tracked across a 5-month reporting window.
• 49.17%Engagement Rate
Nearly half of all sessions showed meaningful engagement, well above typical benchmarks.
• 1,112 Sign-Up Events Tracked
Key conversion event isolated and tracked directly on the dashboard, not buried in raw GA4 data.
The Build:
- Consolidated Reporting Architecture: Built a live Data Studio (formerly Looker Studio) dashboard pulling directly from GA4, covering traffic, engagement, device breakdown, and landing page performance in one view.
- Key Event Tracking: Surfaced conversion-relevant events (sign-ups) alongside standard traffic metrics, so the dashboard answers “is this working”, not just “how much traffic.”
- Geographic & Device Intelligence: Built breakdowns by country and device type, giving stakeholders visibility into where the audience actually is and how they’re accessing the product.
- Content Performance Ranking: Structured a “Top Visited Pages” view to show which parts of the product were actually pulling engagement, prioritizing what to optimize next.
PAID SEARCH & DISPLAY
Full-Funnel Google Ads: Search Intent + Display Reach for an AI Agent Platform
The Challenge: Drive qualified traffic across two very different use cases under one AI agent platform, a high-intent Search audience (students actively searching for study help) and a broader Display awareness push (introducing an enterprise security AI agent to a colder audience) while keeping cost-per-click efficient across both.
The Results:
• 19.4k Total Clicks
Combined Search + Display clicks across a 5-month flight (16 Mar – 3 Aug 2026).
• R810k Total Impressions
734k from Search, 76.5k from Display, full-funnel reach across intent and awareness stages.
• R0.69 Blended Avg. CPC
R0.70 on Search, R0.61 on Display, efficient across both high-intent and awareness-stage traffic
• R13.4k Total Ad Spend
R12.4k Search / R1k Display, lean budget managed across two distinct campaign objectives.
The Build:
- Search Campaign, Intent Capture: Built keyword-targeted Search campaigns around high-intent education queries (“grade 12 study help,” “past exam papers,” “matric maths help”), concentrating spend on the keywords with proven click-through performance.
- Display Campaign, Awareness & Positioning: Ran responsive Display creative introducing a B2B AI security agent (“AI Agent for Query Routing,” data-leak prevention positioning) to build top-of-funnel awareness beyond search intent alone.
- Disciplined Budget Allocation: Continuously monitored cost-per-click and reallocated spend toward top-performing keywords and placements across both channels.
PAID LEAD GENERATION
Turning Cold Traffic Into Booked Bus Hires
The Challenge: Bus and group transport is a high-intent, time-sensitive purchase, people need a quote fast, or they book with someone else. The goal: capture that intent the moment it happens, without losing people to a slow, clunky form.
The Results:
• 149 Leads Generated
Real quote requests, ready for the sales team to close
• R8.72 Per Lead
Lean, efficient acquisition cost sustained across the full campaign.•
• R1,299.70 Total Spend
Full 2-month flight proof that smart targeting beats big budgets.
The Strategy:
- Scroll-Stopping Creative: Tested carousel and single-image ad formats built around the offer people actually care about, “Need a fast quote for safe, comfortable group transport?”
- Frictionless Lead Capture: Built a native Facebook lead form that walks prospects through pickup point, destination, travel date, and passenger count in seconds no leaving the app, no drop-off.
- Always-On Optimization: Monitored performance daily across a 2-month campaign flight, adjusting spend and creative to keep leads flowing without wasting budget.
ORGANIC SOCIAL GROWTH
From Feed to Following: Scaling a National Auction Brand
The Challenge: Grow a real, engaged audience organically for a leading online auction platform, in a content landscape where algorithms increasingly favor short-form video, without relying on ad spend to manufacture reach.
The Results:
• 115,647 Total Followers
+28.4% growth in 90 days , 24,616 net new follows
• 193,812 Total Engagement
+167.8% engagement growth in the same period, driven primarily by Reels.
• 1.7M Content Views
+147% views growth, 3-second and 1-minute view rates both climbing faster than reach.
The Strategy:
- Reel-First Content Strategy: Identified Reels as the highest-leverage content type early and shifted production focus accordingly — Reels went on to drive 67.2% of all net new followers.
- Discovery-Led Growth: Optimized content for the “Suggested” algorithm surface (Explore/recommended feeds), which became the single largest traffic source at 58.6% of content discovery.
- Consistency Over Campaigns: Sustained publishing cadence over a 90-day window rather than relying on spikes, producing steady compounding growth.
ORGANIC vs. PAID
When Organic Outperforms the Ad Budget
The Challenge: Determine where ad spend actually earns its keep and where it doesn’t. Rather than assuming paid amplification always wins, this required testing organic content against a boosted version of similar content to see what the data actually said.
The Finding: Across a 90-day window, organic content drove 96.2% of all page views, with ads contributing just 3.8%, despite active spend. A head-to-head comparison of a top organic post against a boosted post confirmed the pattern.
The Results:
• +176% Higher Engagement (Organic)
12,609 organic engagements vs. 4,564 on the paid post despite active ad spend behind the boosted version.
• ~2x Higher Engagement Rate
30.8% organic engagement rate vs. 15.1% paid, measured against viewers reached.
• 11x More Follower Growth
341 net new followers from the organic post vs. just 30 from the boosted post.
The Takeaway:
- Not every post needs a budget behind it. Identifying which content earns organic traction and protecting ad spend for where it’s genuinely needed, kept growth efficient without wasting budget chasing what the audience was already delivering for free..
TECHNICAL SEO
Engineering Schema Markup to Earn AI Overview Placement
The Challenge: Getting indexed by Google is table stakes. Getting cited by Google’s AI Overview where the algorithm trusts a site enough to synthesize its content into a direct answer requires structured data Google can parse with confidence, not just good copy.
The Build:
- Structured Data Implementation: Engineered JSON-LD schema markup (WebPage + FAQPage) to explicitly define business identity, services, and location for search engines.
- Validated, Error-Free Markup: Confirmed implementation via Schema.org’s official validator, 0 errors, 0 warnings across all detected schema types.
- AI-Search Optimization: Structured content specifically to be machine-readable for generative search surfaces (Google AI Overview, ChatGPT, Gemini), not just traditional blue-link rankings.
The Results:
• 59 Days From Launch to AI Overview
Site went from a standard organic listing to being featured and directly cited in Google’s AI Overview.
• 0 Errors Schema Validation
Structured data confirmed clean and fully machine-readable via Schema.org’s official validator
• Cited, Not Just Ranked
Google’s AI Overview synthesized site content directly into its answer, the highest-trust signal in modern generative search.
The Takeaway:
- Modern SEO isn’t just about ranking, it’s about being trusted enough to be cited. As search shifts toward AI-generated answers, structured data becomes the difference between being findable and being the source the algorithm actually chooses to quote. Getting this right early positions a site to stay visible as search itself changes.
Multi-Channel eCommerce Scaling & Shopify Infrastructure Optimization
The Challenge: Transitioning a niche storefront into a highly streamlined, conversion-optimized digital ecosystem while maintaining data integrity and keeping Cost-Per-Acquisition (CPA) highly efficient.
The Architecture:
Shopify Catalog Integration: Synchronized dynamic inventory catalogs, product variants, and promotional matrix structures directly into Meta’s server architecture to fuel zero-latency tracking.
Full-Funnel Demand Gen: Deployed precise Facebook and Instagram conversion campaigns utilizing granular audience scaling, lookalike targeting arrays, and dynamic product retargeting (DPAs).
Omnichannel Expansion: Managed cross-platform execution across TikTok, Instagram, and core social funnels to ensure total brand continuity and predictable conversion pathways.
+45%
Traffic Velocity Growth >
Sustained scaling of qualified storefront users across lookalike and core demographic test pools.
Optimized
Checkout Pipeline CRO
>Engineered frictionless checkout rules and real-time pricing updates to protect average order values (AOV).
100%
Meta Catalog Sync
>Automated database catalog mapping for live, dynamic ad asset delivery to high-intent buyers.
High-ROAS
>Used the synced catalog to serve personalized dynamic retargeting ads to past store visitors, dramatically lowering CPA.