Marketing Technology Consulting

Marketing Technology Consulting

Deep expertise in affiliate marketing, tracking systems, and revenue-critical MarTech infrastructure.

Deep Domain Expertise in Affiliate & Partner Marketing Platforms

17 years at ShareASale/Awin Global gave me unparalleled insights into the MarTech landscape. I understand tracking, attribution, payments, and the systems that power partner marketing at scale. I know what breaks at 3 AM when millions in revenue are at stake.

Now I’m applying that expertise—along with modern AI capabilities—to help MarTech companies build, scale, and modernize their platforms.

Current Engagement

Fractional CTO | Stealth MarTech Startup | 2024-Present

Providing technical leadership for a stealth-mode MarTech startup focused on partner ecosystem management:

  • Shipped beta product to early customers
  • Architecture decisions for scalable platform design
  • Infrastructure strategy (cloud, deployment, monitoring)
  • Code and design review ensuring quality at early stage
  • Team enablement and technical mentoring

This active engagement keeps me current with modern MarTech challenges and opportunities.

Domain Expertise

17 Years at ShareASale (Acquired by Awin Global)

Built and scaled affiliate marketing infrastructure serving:

  • 250,000+ publishers (affiliates)
  • 10,000+ merchants (advertisers)
  • $1B+ in annual transaction volume
  • 250M+ monthly tracking requests

Led platform through acquisition and multi-year consolidation with UK-based Awin Global, integrating four separate platforms into unified architecture.

What I Know Deeply

Affiliate & Partner Marketing:

  • Commission tracking and attribution across channels
  • Publisher/merchant relationship management at scale
  • Payment processing and invoice systems
  • Campaign management and performance optimization
  • Fraud detection and traffic quality monitoring

Tracking Systems:

  • High-volume tracking infrastructure (250M+ monthly requests)
  • Cross-device and cross-channel attribution
  • Cookie and cookieless tracking strategies
  • Server-side tracking implementations
  • GDPR/CCPA compliance in tracking systems

E-Commerce Integration:

  • Platform integrations (Shopify, Magento, BigCommerce, WooCommerce)
  • Product feed management and optimization
  • Dynamic creative and personalization
  • Conversion tracking and order validation
  • Return/cancellation handling

Revenue-Critical Operations:

  • 99.95%+ uptime requirements for transaction processing
  • Real-time fraud detection without blocking legitimate conversions
  • Financial reconciliation systems processing millions in commissions
  • Payment systems with PCI-DSS & SOC 2 compliance requirements
  • Crisis response for revenue-impacting incidents

Service Offerings

1. Affiliate & Partner Marketing Platform Development

Situation: You’re building or scaling an affiliate marketing, partner, or influencer platform.

Our Solution: Architectural guidance and hands-on development support for core MarTech features:

Tracking & Attribution:

  • Design scalable tracking infrastructure (millions of requests/day)
  • Implement multi-touch attribution models
  • Handle cross-device and cross-channel tracking
  • Build cookieless tracking strategies
  • Ensure GDPR/CCPA compliance

E-commerce Integration:

  • Build integrations with Shopify, Magento, BigCommerce, WooCommerce
  • Handle product feeds and dynamic inventory
  • Implement conversion tracking and order validation
  • Support returns, cancellations, and order modifications
  • Real-time transaction processing

Communication & Partner Management:

  • Newsletter systems and automated messaging
  • CRM-like features for managing partner relationships
  • Performance dashboards and reporting
  • Partner recruitment and onboarding workflows
  • Support ticket systems and communication tools

Payments & Invoicing:

  • Commission calculation engines with flexible rules
  • Payment processing and financial reconciliation
  • Invoice generation and tracking
  • Tax compliance (1099, W-9) handling
  • Multi-currency and international payment support

Recent Evidence: Currently architecting partner management platform as Fractional CTO for stealth startup.

2. AI-Powered MarTech Innovation

Situation: You want to leverage AI to differentiate your MarTech platform but don’t know where to start or how to implement responsibly.

Our Solution: Strategic AI integration for MarTech use cases with proven implementation capability:

Intelligent Attribution:

  • AI-powered multi-touch attribution modeling
  • Predictive conversion probability scoring
  • Anomaly detection for tracking data
  • Fraud detection using ML patterns
  • Traffic quality scoring and filtering

Content & Campaign Optimization:

  • AI-generated ad copy and creative suggestions
  • Automated A/B testing with reinforcement learning
  • Personalized campaign recommendations
  • Dynamic product recommendations
  • Natural language campaign creation interfaces

Partner Intelligence:

  • Predictive partner performance scoring
  • Automated partner segmentation and targeting
  • Churn prediction and intervention
  • Natural language search across partner data
  • AI-powered partner support chatbots

Implementation Capabilities:

  • Production RAG systems for knowledge management
  • LLM integration (OpenAI, Anthropic, open-source)
  • Custom evaluation frameworks for quality measurement
  • Edge deployment for low-latency AI features
  • Cost optimization for AI-powered features

Recent Portfolio: Shipped 4 production RAG systems in one week with measurable quality improvements. Live demos available.

3. AdTech & Campaign Management Systems

Situation: You need to build or improve your advertising technology, such as internal ad servers, campaign management tools, or video ad platforms.

Our Solution: Design and implementation of advertising infrastructure:

Ad Servers:

  • Internal ad placement scheduling and targeting
  • Real-time bidding (RTB) integrations
  • Impression tracking and viewability measurement
  • Ad rotation and frequency capping
  • Performance reporting and analytics

Campaign Management:

  • Campaign creation and workflow tools
  • A/B testing infrastructure
  • Budget pacing and optimization
  • Multi-channel campaign coordination
  • Creative management and versioning

Video Advertising:

  • Video hosting and streaming infrastructure
  • Interactive video ad creation tools
  • Player integration and tracking
  • View completion tracking
  • Engagement analytics

4. MarTech Platform Modernization

Situation: Your existing MarTech platform is struggling to keep up with the demands of your business. It’s slow, unreliable, or difficult to update.

Our Solution: Comprehensive platform modernization with minimal customer disruption:

Assessment & Planning:

  • Audit existing architecture and identify bottlenecks
  • Technology stack evaluation and gap analysis
  • Migration roadmap with risk assessment
  • Stakeholder alignment and communication strategy
  • Success metrics and measurement plan

Execution:

  • Zero-downtime migration strategies
  • Microservices decomposition where appropriate
  • Cloud migration (AWS, Azure, GCP)
  • Performance optimization and scaling
  • Technical debt reduction

Modern Capabilities:

  • API-first architecture for integrations
  • Real-time data processing pipelines
  • Modern observability (DataDog, CloudWatch)
  • CI/CD automation
  • Infrastructure as Code (Terraform)

Proven Track Record:

  • Led zero-downtime AWS migration for ShareASale platform
  • Integrated 4 acquired platforms into unified architecture
  • Reduced AWS costs 25% while improving reliability
  • Achieved 99.95%+ uptime for revenue-critical systems

Why Choose Me?

Deep MarTech Domain Knowledge

25+ years in marketing technology gives me insights competitors don’t have:

  • Deep knowledge of agency perspectives and customer insights
  • What works and what breaks at scale
  • Common integration pitfalls and how to avoid them
  • Fraud patterns and detection strategies
  • Payment and financial compliance requirements
  • Publisher and merchant expectations

Full-Stack Capability

I’ve built everything from tracking pixels to payment systems:

  • Frontend UX for publishers and merchants
  • Backend APIs and transaction processing
  • Content Managment Systems (CMS)
  • Customer Relationship Management (DRM) and Support Systems (ZenDesk)
  • Database design and optimization (massive SQL expertise)
  • Infrastructure and cloud architecture
  • Integration with third-party platforms
  • Comprehensive compliant and scalable email marketing systems

Revenue Focus

In MarTech, every click and conversion counts. I design systems that are:

  • Reliable — 99.95%+ uptime, no dropped conversions
  • Accurate — Precise attribution, correct commission calculations
  • Secure — Financial data protection, fraud prevention
  • Scalable — Handle growth without degradation
  • Observable — Know when something breaks before customers do
  • Responsive — smart systems provide business intelligence at scale in real time

AI + MarTech Combination

Unique combination of:

  • Deep MarTech domain expertise (25 years)
  • Production AI implementation capability (recent portfolio)
  • AWS AI Practitioner certification
  • Understanding of when AI adds value vs. when it’s hype

Crisis-Tested

I’ve handled:

  • Stabilization of undocumented systems under constraint
  • Payment processing failures affecting millions in commissions
  • Tracking outages during peak shopping seasons
  • Catastrophic multi-system failures
  • Security incidents requiring immediate action
  • Acquisition integrations under tight deadlines

Current & Relevant

Active fractional CTO work with MarTech startup keeps me engaged with modern challenges:

  • Modern cloud architecture patterns
  • Current integration APIs and standards
  • Privacy regulation compliance (GDPR, CCPA)
  • Contemporary fraud patterns
  • Emerging AI opportunities

Technical Capabilities

MarTech-Specific Technologies

Tracking & Attribution:

  • Cookie and cookieless tracking strategies
  • Server-side tracking implementations
  • Multi-touch attribution modeling
  • Cross-device identity resolution
  • GDPR/CCPA compliant tracking

E-Commerce Platforms:

  • Shopify, Magento, BigCommerce, WooCommerce
  • Custom cart integrations
  • Product feed processing and optimization
  • Order webhooks and APIs
  • Inventory synchronization

Payment Processing:

  • ACH, wire transfer, PayPal integrations
  • Multi-currency payment handling
  • 1099 and tax compliance automation
  • Commission calculation engines
  • Financial reconciliation systems

APIs & Integrations:

  • RESTful API design and implementation
  • Webhook systems for real-time updates
  • OAuth and API authentication
  • Rate limiting and abuse prevention
  • Third-party platform integrations

Infrastructure & Operations

Cloud Platforms:

  • AWS (primary expertise: EC2, RDS, Lambda, SQS, CloudWatch)
  • Cloudflare (Workers, Vectorize, D1, R2)
  • Experience with Azure and GCP patterns

Databases:

  • SQL Server (expert level, 25+ years)
  • PostgreSQL (including pgvector for AI applications)
  • MySql, SQLite, DuckDB
  • NoSQL where appropriate (DynamoDB, DocumentDB, Mongo)
  • Data modeling for high-volume transactional systems

Observability:

  • DataDog (monitoring, logging, APM)
  • AWS CloudWatch
  • New Relic, LogicMonitor, LanSweeper, PRTG
  • Custom metrics and alerting
  • Incident response and postmortem culture

AI/ML Technologies:

  • LLM integration (OpenAI, Anthropic, open-source)
  • Vector databases (pgvector, Cloudflare Vectorize)
  • RAG architectures and optimization
  • Custom evaluation frameworks
  • Edge AI deployment (Cloudflare Workers AI)

Engagement Models

1. Fractional CTO / Technical Advisor

Time: 10-20 hours/week
Duration: 3-12 months
Best For: Startups needing senior leadership before full-time hire

Services:

  • Architecture decisions and technology strategy
  • Code and design review
  • Infrastructure and security guidance
  • Team mentoring and hiring support
  • Board/investor communication on technology

Pricing: $5,000 - $10,000/month

2. Feature Development (Project-Based)

Duration: 4-12 weeks typically
Best For: Specific features or integrations

Examples:

  • Build Shopify integration with conversion tracking
  • Implement AI-powered campaign optimization
  • Create partner intelligence dashboard
  • Build fraud detection system
  • Develop payment processing workflow

Pricing: $15,000 - $50,000 depending on scope

3. Platform Modernization

Duration: 3-9 months
Best For: Legacy platform updates or technology migrations

Services:

  • Assessment and roadmap development
  • Architecture redesign
  • Phased migration execution
  • Team enablement and training
  • Performance optimization

Pricing: $30,000 - $150,000 depending on scope

4. Consulting / Advisory

Time: 5-10 hours/week
Duration: 1-3 months
Best For: Strategic decisions, architecture review

Services:

  • Technology stack evaluation
  • Build vs. buy recommendations
  • Architecture review and optimization
  • M&A technical due diligence
  • AI opportunity assessment

Pricing: $3,000 - $5,000/month

Ideal Client Profile

You’re a good fit if:

  • You’re building or operating affiliate, partner, or influencer platforms
  • You need someone who understands MarTech deeply, not just generic engineering
  • Revenue and reliability are critical (no room for “move fast and break things”)
  • You want to explore AI opportunities but need practical, proven implementation
  • You value strategic thinking backed by hands-on capability

You might not be a good fit if:

  • You need expertise in display advertising networks or programmatic
  • Your focus is social media advertising platforms
  • You’re looking for marketing strategy consulting (not technical)
  • You need full-time commitment immediately (though I’m open to discussing)

Case Studies (Brief)

Platform Consolidation (ShareASale + Awin Integration)

Challenge: Integrate four acquired platforms (ShareASale, affilinet, zanox, awin) into unified architecture post-acquisition.

Solution:

  • Multi-year roadmap prioritizing revenue protection
  • Phased migration with zero customer-facing downtime
  • Cross-timezone stakeholder alignment (US, UK, Germany)
  • Legacy integration maintenance during transition

Results:

  • 99.5% revenue protection during consolidation
  • Zero merchant-facing downtime across critical migrations
  • Successful cultural integration across engineering teams

Zero-Downtime AWS Migration

Challenge: Migrate on-premise data center to AWS without impacting $1B+ annual transaction volume.

Solution:

  • Parallel run strategy with gradual traffic shift
  • Comprehensive observability before migration
  • Automated rollback capabilities
  • Extensive testing and validation

Results:

  • Zero customer-impacting downtime
  • 25% cost reduction through architecture optimization
  • Improved disaster recovery (24-minute RTO demonstrated)

Tracking Integration Redesign

Challenge: Legacy tracking infrastructure causing 30% error rate in merchant integrations.

Solution:

  • Complete redesign of tracking SDK and API
  • New validation and testing frameworks
  • Comprehensive documentation and support tools
  • Merchant migration program

Results:

  • 75% error rate reduction (30% → <7%)
  • 263ms average latency improvement
  • Significant reduction in support tickets
  • Faster merchant onboarding

Get Started

Need MarTech expertise that understands both the domain and the technology? Let’s talk.

Contact: Get in Touch · LinkedIn

Portfolio:

  • 25 years in Marketing Technology with 17 years at ShareASale/Awin Global
  • Current fractional CTO for MarTech startup
  • AI Application Portfolio (relevant for AI-powered features)

Note: I’m also open to full-time roles in MarTech for the right opportunity. If you’re hiring and this resonates, let’s have that conversation.

Last Updated: December 2025