Managed hosting provider became a performance and support bottleneck with uneven performance and slow response times. Infrastructure wasn't scaling with business growth, requiring migration of 100% of infrastructure across 4 data centers to AWS without any downtime for revenue-generating systems serving billions in transactions.

Infrastructure costs had been trending upward over several months, with a sharp spike triggering company-wide cost review. Executive leadership needed rapid identification of cost drivers, actionable recommendations, and measurable results without impacting service quality or development velocity.

Building a professional consulting website required balancing competing priorities: credible enterprise security posture (high security ratings), global performance (low latency worldwide), minimal ongoing costs, and modern developer experience. Traditional cloud hosting would cost $50-100/month while requiring significant security configuration effort.

As AI application development emerges as a core consulting service, establishing production-ready RAG capabilities requires more than theoretical knowledge. Clients need consultants who can deploy immediately on diverse platforms, evaluate trade-offs with data, optimize systematically using measurement frameworks, and make informed build-vs-buy recommendations.

Organizations are investing heavily in AI coding assistants (GitHub Copilot, Cursor, Claude Code, etc.) but often see disappointing returns. Most teams treat these tools as enhanced autocomplete—missing the transformative potential of systematic context engineering and agentic workflows. Companies spend thousands monthly without understanding ROI or maximizing value extraction.

Stealth-mode MarTech startup in the affiliate marketing space needed senior technical leadership to guide architectural decisions, establish development processes, and ensure technical execution aligned with business goals. Three-person team (business + 2 technical) in pre-seed stage facing critical technology decisions without executive technical expertise.

Following Awin Global's acquisition of ShareASale (2017), two platforms served overlapping markets with different technology stacks and business models. The challenge: consolidate platforms while maintaining $100M+ revenue stream, preserving customer relationships, and avoiding service disruptions during multi-year integration.

Following ShareASale's acquisition amid simultaneous leadership turnover, discovered the primary data center (NTT) was scheduled to close in 12 months. This created an existential threat requiring migration of 12 physical servers running critical revenue systems with no margin for error and limited institutional knowledge due to leadership changes.

Merchants (advertisers) on ShareASale platform needed better tools to recruit high-quality affiliate publishers. Manual recruitment was time-consuming, labor-intensive, and limited merchant growth potential. Business opportunity: enable merchants to discover and invite qualified publishers at scale while maintaining quality and compliance.

ShareASale's tracking system was responsible for capturing every affiliate transaction—the source of the company's revenue. During platform consolidation following acquisition, the tracking system required modernization to maintain reliability at scale (250M monthly requests) while preserving accuracy and minimizing latency for real-time commission attribution.