About Me
5+ Years Experience
Frontend & Web Development Expert
As a seasoned Frontend Developer with over five years of experience, I specialise in building and optimising high-performance WordPress/Shopify websites (e-commerce & non-e-commerce) and crafting dynamic applications using React. My expertise extends to strategic SEO analysis, enhancing content visibility, and integrating RESTful APIs to streamline functionality and support robust digital strategies.
UI/UX Excellence
I excel in designing engaging user interfaces that prioritise usability and aesthetic appeal, collaborating seamlessly with creative teams to transform concepts into user-centric digital solutions.
Full-Stack Capability
Beyond frontend development, my foundational skills in full-stack development allow me to tackle complex backend challenges effectively, positioning me as a versatile contributor to any tech team.
Freelance Portfolio
Flywing USAFlywing AustraliaSJD TechSJD AutoIT&A Bit Computing SolutionsBlast EnergyGinger and Spice926 TradesBashanDumpling Social
QR Code Generator & ManagementOpen Source
Experience
Australia Market Director
2026 – Current
Flywing Acro Technology, China (Remote from Australia)
Go-to-Market Strategy
Spearheading the Australian market entry and expansion strategy, including pricing, positioning, and channel planning for the RC aircraft category.
Content & Copywriting
Authoring localised product copy, technical specifications, comparison guides, and blog content tailored to Australian RC hobbyists and dealers.
Social Media & Community
Growing brand presence across Facebook, Instagram, and YouTube by producing flight footage, product reviews, and engaging with the Australian RC community.
Paid Advertising
Managing Google Ads and Meta ad campaigns with audience targeting, A/B creative testing, and ROI tracking to drive qualified traffic and dealer enquiries.
SEO & Analytics
Driving organic growth through keyword research, on-page optimisation, and GA4 analytics to improve search rankings for the Australian e-commerce storefronts.
E-commerce Development
Developing and maintaining multi-regional e-commerce storefronts (AU & US), including product catalogue management, checkout optimisation, and responsive design.
Video Production & Photography
Filming, editing, and producing product demonstration videos, cinematic flight footage, and high-quality product photography for social media and web.
Live Product Demonstrations
Piloting and demonstrating RC helicopters at clubs nationwide, providing hands-on flight experiences for prospective dealers and hobbyists.
Dealer & Distributor Management
Identifying, onboarding, and managing Australian distributors and retail partners to build a national dealer network.
Technical Product Support
Delivering expert-level troubleshooting, setup guidance, and after-sales support covering firmware, parts compatibility, and flight tuning.
Events & Expo Representation
Representing the brand at major aircraft model expos and RC club events across Australia with live flying demonstrations and booth presentations.
Projects
Web Developer, UX/UI Designer, Technical Consultant and SEO Specialist
Aug 2022 – Current
TSA OUTDOORS, Brookvale NSW
Platform Architecture
Led end-to-end WordPress and WooCommerce development across six brand websites, including custom plugin development and a React-based LMS integrated with MySQL.
Project & Stakeholder Management
Planned and tracked deliverables in Monday.com with sprint-based workflows; coordinated cross-functional updates via Microsoft Teams.
UI/UX Design
Designed high-fidelity prototypes and responsive layouts in Figma, iterating on user feedback to improve navigation and conversion flows.
Performance Engineering
Achieved measurable page speed improvements through asset minification, server-side caching, lazy loading, and CDN integration across all brand sites.
SEO & Content Visibility
Drove organic traffic growth through technical SEO audits, keyword strategies, and content optimisation using RankMath, Ahrefs, and SEMrush.
Systems Integration & APIs
Architected RESTful API integrations connecting WooCommerce with inventory, shipping, and third-party platforms to automate order and product sync workflows.
Technical Documentation
Authored internal documentation covering plugin architecture, API contracts, deployment procedures, and troubleshooting runbooks for the development team.
Asset & Media Standards
Established and enforced image optimisation guidelines covering format selection (WebP/AVIF), aspect ratios, and resolution standards to ensure consistent load performance.
Client & Technical Liaison
Served as the primary technical point of contact for brand stakeholders, maintaining 90%+ satisfaction through proactive communication and rapid issue resolution.
Analytics & Conversion Tracking
Configured GA4 properties, Google Tag Manager containers, and conversion events to measure campaign ROI and inform data-driven marketing decisions.
Projects
ZeroTechZeroTech OpticsZeroTech NZBushPig ShotgunsZeroTech OutdoorsSkyWatcher
Order Sync Automation
Product Sync Automation
Shipping Label Generator
Customised User Tier System
Web Developer and IT Support
Sep 2020 – Aug 2022
Caronlab, North Geelong VIC
Custom Theme Development
Built bespoke WordPress themes from scratch using PHP, JavaScript, and CSS, delivering fully responsive designs across seven multi-regional brand websites.
PHP Template Engineering
Developed reusable WordPress PHP templates and custom post types with dynamic functionality powered by ACF, JavaScript, and WP REST API.
Marketing Automation & Integrations
Integrated Yotpo reviews, Zapier automation workflows, and MailChimp email campaigns to streamline customer engagement and retention.
Infrastructure & DNS Management
Administered domain registrations, Cloudflare DNS, SSL certificates, and SiteGround hosting environments with proactive uptime monitoring.
Migrations & Performance Tuning
Executed zero-downtime website migrations between hosting providers and reduced server memory consumption by 25% through code and query optimisation.
Payment Gateway Integration
Implemented PCI-compliant payment flows via Braintree and Stripe, including SSL configuration, tokenised checkout, and merchant API optimisation.
Technical SEO & Content Strategy
Defined and executed SEO strategies using RankMath and Yoast, covering schema markup, site structure, crawl optimisation, and keyword-driven content planning.
Multimedia Developer (Contract / Remote)
Aug 2022 – Dec 2022
TAFE Queensland, Southbank QLD
Stakeholder Collaboration
Partnered with subject-matter experts and educators to align multimedia deliverables with institutional learning outcomes and accessibility standards.
Learning Experience Design
Scoped and storyboarded interactive course modules, advising on content structure, platform constraints, and learner engagement strategies.
Multimedia Production
Produced video, animation, and rich-media assets for blended and fully online course delivery using Adobe Creative Suite and After Effects.
UI/UX for Education
Designed intuitive, WCAG-compliant interfaces for online learning platforms, prioritising clarity, navigation consistency, and mobile responsiveness.
Interactive Web Development
Built interactive learning resources with HTML, CSS, and JavaScript, including quizzes, drag-and-drop activities, and progress-tracked modules.
QA & Usability Testing
Conducted cross-browser and cross-device usability testing, ensuring compliance with WCAG guidelines, institutional style guides, and LMS compatibility.
Graduate Frontend Developer (Full-time)
Feb – Aug 2020
Beijing HiRain Technologies Co., Ltd., China
React UI Engineering
Developed production-ready UI features for a multithreaded automotive diagnostics platform using React, Ant Design, and Node.js with RESTful API consumption.
Performance & Debugging
Profiled and optimised React component rendering, resolved layout regressions, and reduced unnecessary re-renders in complex data-driven dashboards.
Agile & Cross-Team Collaboration
Participated in sprint planning, daily stand-ups, and retrospectives within a cross-functional team; completed an Agile Project Management seminar led by senior leadership.
Professional Skills
AI & LLM Integration
Prompt Engineering
Designing effective prompts for large language models to produce reliable, high-quality outputs.
OpenAI API
Integrating GPT and other LLMs into web applications via REST APIs.
LangChain
Building LLM-powered applications with chains, agents, and retrieval-augmented generation.
AI-Assisted Development
Leveraging Cursor, GitHub Copilot, and other AI coding assistants to accelerate development workflows.
Vercel AI SDK
Streaming AI responses in React and Next.js apps with built-in UI primitives.
RAG
Retrieval-augmented generation for building AI features grounded on custom data sources.
Frontend
HTML5
Semantic structure for accessible and SEO-optimized web pages.
CSS3
Responsive layouts, animations, and visual styling.
JavaScript
Interactive functionality and client-side logic for web apps.
React
Component-based architecture for dynamic and scalable UIs.
Redux
State management for complex frontend applications.
Tailwind
Utility-first CSS framework for rapid UI development.
shadcn/ui
Accessible, customisable component library built on Radix UI and Tailwind CSS.
Backend
Node.js
Asynchronous server-side programming for scalable apps.
Next.js
Server-side rendering and static site generation for React apps.
Express.js
Framework for building robust APIs and web apps.
MySQL
Relational database management for structured data.
MongoDB
NoSQL database for scalable, high-performance data storage.
GraphQL
Query language and runtime for precise data fetching.
Deployment
Netlify
Static site hosting and serverless functions.
Heroku
Cloud platform for deploying and managing apps.
AWS EC2
Virtual servers for scalable cloud applications.
Render
Cloud platform for deploying web services, databases, and static sites with zero DevOps.
SiteGround
Managed WordPress hosting with advanced features.
Hostinger
Web hosting with integrated development tools.
GitHub Pages
Static site hosting directly from GitHub repositories.
Vercel
Frontend deployment and serverless functions platform.
Design
Photoshop
Image editing and manipulation for web graphics.
Adobe XD
UX/UI prototyping and wireframing tools.
Figma
Collaborative design for modern web and mobile interfaces.
Educational Journey
Professional Development
JavaScript Development
General Assembly
2021
Senior Frontend Development
NetEase Cloud Classroom
2020
University Education
Graduate Diploma of Information Technology
University of Canberra
2019 – 2020
Double Bachelors of Information Technology & Media Arts and Production
University of Canberra
2013 – 2016
Personality
💡
INTP Personality Traits
Both outgoing and reserved (slightly more reserved), cautious, and focused on excellence according to the DISC Assessment.
🧠
Thirst for Knowledge
Exhibits curiosity, patience, and a keenness to learn.
🔧
Problem-Solving Approach
Maintains an open mind, actively questions, excels in problem-solving, and is collaborative, supportive, yet dominant.
🤔
Critical Thinking
Demonstrates a blend of flexibility and adaptability, paired with critical thinking that is objective.