About

I’ve spent the last 18 years working across commercial photography, e-commerce and digital.

Over time, I became increasingly interested in what was happening behind the images — how businesses position themselves, how customers find them, how opportunities are identified and what makes a business work better online.

That led me into building websites and e-commerce businesses of my own, as well as developing practical digital systems to solve problems I encountered along the way.

Today, Iteration90 brings those things together. I build websites, e-commerce experiences and digital tools for businesses that want to grow — combining commercial experience with a practical, hands-on approach to technology.

I work directly with clients rather than through a large agency setup. That means fewer layers, less unnecessary complexity and solutions built around what the business actually needs.

I’m particularly interested in B2B, where good digital work isn’t just about generating another enquiry. It’s about finding the right opportunities, communicating clearly and creating the foundations for worthwhile business relationships.

If you’re looking to improve your website, find new opportunities or build something that makes the business work better, I’d be happy to talk.