Over 15 years building e-commerce platforms, WordPress & Shopify systems, custom plugins, and campaigns for clients from the Midlands to the South West.
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Curated projects across e-commerce, music, enterprise development, and independent retail — spanning custom builds, platforms, and ongoing client work.
Full-stack music label site built on WordPress as a headless CMS with a custom Next.js front end. Includes a WooCommerce store, release catalogue, artist pages, Mailchimp integration, a backend press-kit auto-generator, and 'Strange Transmissions' JS visualisations — all SSR-rendered.
Full rebuild of a B2B platform — ported from Ruby on Rails to a feature-complete WordPress/WooCommerce system with Unleashed ERP integration, Xero B2B credit payments, stock feeds, and an in-house plugin replacing a £1k/yr third-party sync tool.
Retail-facing Shopify store — the B2C side of Greyville. Handled ongoing website maintenance, Google/Facebook Ads, email marketing, and promotional e-commerce campaigns throughout the client relationship.
Digital home for a Birmingham-based independent electronic music label. Built on WordPress with a fully custom theme — browsable release archive, artist bios, embedded streaming players, and a shop. Updated the catalogue and store for new Yellow 6 releases.
Ongoing project for a pop-up bike shop in North London gradually converting to a full-time retail operation. Work covers new products, updated design elements, and conversion optimisation to grow traffic and sales.
Diagnosis and fix of a broken booking system and failed email delivery. After targeted plugin and site updates the site returned to full operation — generating repeat business for the client again.
Google Ads account suspension resolution work — an ongoing process involving front page redesign, product optimisation, Merchant Centre remediation, Search Console fixes, and a full social and policy audit.
WordPress lead-generation site for government energy grants. Built with a custom data-collection form linked directly to the client's CRM system.
Sister site to Energy Efficient You — same WordPress/CRM-integrated architecture, focused on free electric storage heater upgrades for eligible homeowners.
WordPress site for an aerial and satellite installation company. Clean, functional, service-focused build for a local trade business.
Sister company to Thorpes Aerials.
WordPress plugins and automation systems built to replace costly third-party tools, eliminate manual data entry, and connect enterprise platforms.
Replaces Tide (was £1k/yr) with a custom WordPress plugin that auto-imports all specified products from Unleashed CRM into WooCommerce — including images, descriptions, SKUs, custom B2B pricing tiers for different customer accounts, and all extended API data unavailable via Tide. Stock levels update every 5 minutes; full product details update hourly.
Ongoing product synchronisation plugin between Unleashed ERP and WooCommerce — keeping product data, pricing, stock levels, and variants in lockstep automatically without manual intervention.
Takes stock data from WooCommerce (rather than Unleashed directly, to reduce load) and exports it as an Excel file, sent automatically to B2B partner shops every hour. Eliminates manual stock communication entirely.
Enterprise order pipeline: picks up Halfords FTP order exports, transforms and validates the data, and pushes orders into Unleashed with full audit logging. Handles the full B2B order flow without manual processing.
Replaces a slow, confusing manual warranty process. A form is attached to a free 'Warranty' product in WooCommerce — customers order it, fill in the details and attach images. The submission is automatically sent to both the order department and the warranty department, ready to print and process. Eliminates all manual data entry for warranty claims.
Bidirectional accounting sync between WooCommerce and Xero — invoices, refunds, and product data kept in lockstep. Also surfaces a B2B credit payment interface in the customer account area, allowing trade customers to settle credit loans without calling the office.
Paid ads, email campaigns, automated promotions, and print design — from enterprise clearance campaigns to independent music event flyers.
The final campaign before Greyville went into administration — designed to sell off as much stock as possible. All products listed at 50% off, with a JavaScript basket counter shown on every page (including mobile) that dynamically updated based on the customer's cart and alerted them when they hit the promotion threshold. Coupled with e-marketing every few days, the campaign was highly effective.
Called in to assist M&J Cycles with their email marketing strategy and delivery — setting up and running campaigns to re-engage their customer base.
Poster and flyer design for nightclub events and music nights — a selection of print and social media assets produced in Photoshop over several years of event promotion work.
Full-stack developer, designer, and marketer. I work across the whole picture — from custom plugins to paid campaigns.
I'm Paul — a web developer, designer, and marketer based in Redditch. I've been building things on the web since the early 2000s, when Flash was still a thing people thought was a good idea.
My experience spans the full stack: from custom WordPress plugins that automate enterprise workflows, to Next.js frontends consuming headless CMS APIs, to paid ad campaigns that actually convert. I like to work across the whole picture.
The music side of things is close to my heart — Hidden Mantra is my own project, and building it properly (WordPress headless + Next.js) is as much a passion project as it is a portfolio piece.
BSc (Hons) Internet Computing · Aberystwyth University · 2003–2008
Available for freelance and contract work — full-stack development, e-commerce builds, WordPress plugins, or ongoing site management.