15+ years. From <table> tags to not writing a single line of code.
You'd think it gets easier. You'd think that after 15 years of building websites — from hand-coding table-based layouts and FTPing files to a shared host, to architecting edge-deployed commerce platforms — that the job would get simpler.
It doesn't. It gets exponentially harder.
The tools are better. The complexity is worse. We went from "one webmaster does everything" to 47-person cross-functional teams that still ship slower than I did alone in 2009. The stack went from HTML/CSS/PHP to a constellation of frameworks, APIs, edge functions, and build tools that break if you look at them wrong.
My career didn't start in a code editor — it started in factories. I've sourced hybrid-spring technology products, negotiated MOQs, managed private label skincare lines, and built fulfillment operations from scratch. Then I built the digital infrastructure to sell them.
That dual experience — understanding both COGS margins and Core Web Vitals, both 3PL logistics and API latency — is what separates me from agencies that can build beautiful stores but have never touched a PO.
Today I lead development at cro.media, where we don't just run A/B tests — we rebuild the technical foundations that make those tests meaningful. Based in Dubai, serving enterprise brands across the UAE, US, UK, and Canada.