ADPT 

Currently building ADPT, a cold traffic copywriting & retention marketing agency for health, wellness, and beauty brands.

Helping DTC brands optimize their Email & SMS backend

We help DTC brands scale profitably by fixing two critical gaps: cold traffic conversion and customer retention.

If you're spending heavily on ads but margins are getting tighter, the issue likely isn’t your ad creatives. It’s what happens after the click.

Problems we typically solve:
– Blended ROAS drop as ad spend scales
– Landing pages aren’t converting colder audiences
– Email/SMS revenue stuck under 20% despite a large, engaged list
– Too much reliance on discounts to drive repeat purchases

We help brands build front-end funnels that convert cold traffic and retention systems that drive profit long after the first order.

👉 Send me a quick DM if you're interested in solving these problems

Tinthinann Em

Christian Payne

Fire and Rescue NSW

Provided technical leadership and software development support in the E000 Comms Centre, ensuring the stability, security, and functionality of mission-critical applications used in emergency response operations.

Key Achievements:
✔ Led the development & deployment of a web-based incident tool, consolidating multiple stakeholder requirements while ensuring privacy, security, and solution design constraints.
✔ Managed penetration testing for an internally developed application, working with external security specialists to ensure compliance with cybersecurity standards.
✔ Oversaw technical decision-making for internal tools, balancing conflicting short-, medium-, and long-term priorities to optimize resource allocation and project feasibility.
✔ Modernized legacy systems by migrating critical tools from VB5 & VB6 to .NET Core, including fire alarm emulators for training and call recording/playback tools.
✔ Adopted Agile methodologies, utilizing JIRA for task & issue management and Scrum project management to prioritize and deliver features efficiently.
✔ Collaborated with Cyber Security & Support teams to ensure compliance with policies, risk management strategies, and regulatory reporting requirements.
✔ Converted & optimized legacy desktop applications into web-based solutions, leveraging React, Web APIs, and cloud-ready architecture for improved accessibility and maintainability.
✔ Implemented automation & DevOps practices, streamlining daily system checks, RFC documentation, and change management processes via Fire & Rescue’s CAB (Change Advisory Board).

Tech Stack:
✔ Backend: .NET Core 8, Web API
✔ Frontend: Angular 17, React.js, TypeScript
✔ Cloud & Infrastructure: On-premise with cloud migration readiness
✔ Automation & DevOps: CI/CD (TeamCity), MS Test
✔ Security: Penetration testing, risk management compliance
✔ Project Management: JIRA, Scrum, Agile methodologies
✔ Database: MS SQL 2019, MongoDB, MySQL

Principal Engineer

Origin Energy

Software Engineer

Fantastic Furniture

Senior Software Engineer

Tanngo 

Technical Product Manager

Humaniti

Humaniti helps consumers by providing a budgeting tool & cash for surveys.  It helps our customers by providing data insights.

I was Humaniti's first technical hire where I built the dev. team from scratch.  We released MVP (desktop) in 5 months, and then added mobile (iOS & Android) 6 weeks later.

Next phase was to take ownership of our internal processes and procedures.  I implement traditional Software Development practices (SCRUM etc.) and fill the product pipeline.

From there my focus was on scale & growth - increase velocity (more features more often) while reducing bug count,

Tech stack is AWS, Python, Angular & ionic with Postgres & Snowflake.

HR functions included recruitment and defining personal & team KPI's.

10 head count including Dev, Support & QA.

Chief Technology Officer

Fin Coach

- Define and manage product road map.
- Released MVP in 3 months
- Liaise with internal & external stakeholders
- Develop content for product and company collateral
- Sales, trend, and profitability analysis
- Researching, reviewing & reporting on competitors & rival products

Product Manager

Moneysoft AU

Head of Development

Rugby Rank

The aim of Rugby Rank is to deliver maximum benefit, with minimum fuss at a price which makes high end data analysis available to all clubs/schools/universities at all levels of the game. 

The interface has been rigorously tested by highly qualified junior representative and senior coaches and is designed to provide the maximum benefit to the user.

I.T. Manager

eSavvy Pty Ltd

Developed products for Dynamics CRM
Managed a portfolio of +25 products
Developed & deployed web & mobile solutions

SAI Global

Responsible for Standards database
- including Australian, US, UK and European Standards
- managed KPI's for data accuracy and completeness

Data Team Leader (Publishing)

I help teams ship software that actually works - scalable, maintainable, and built to last. 

With 25+ years in tech, I’ve seen every software disaster imaginable - from legacy code, nobody dares to touch to cloud migrations that “should be easy”. My job? Keep teams focused, stakeholders informed, and software delivered- while still being hands one and without unnecessary drama.

My expertise is modernising legacy systems, integrating cloud solutions, and leading teams through complex software transitions. I’ve worked in startups, government, and large enterprises, where I focus on removing bottlenecks, streamlining development, and helping all do their best work.

Great software is as much about people as it is about technology. A good plan, clear priorities, and a team that understands the goal make all the difference. Whether it’s technical strategy, stakeholder alignment, or making tough decisions that keep projects moving, I thrive in bringing structure and clarity to software delivery.

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The Battle

Tinthinann Em

Christian Payne

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