CONTENT · GROWTH · AI SYSTEMS
Hey, I'm Roger.
I build the content systems AI can't.
The production problem is solved: you can publish more, faster and cheaper. But meaningful content at scale is still a hard problem. Building authority, earning attention and trust, compounding over time—that's the layer I work on.
AGENCY WORK
Nissan ASOS H&M GSK Bupa Global Blu Haleon
€10K
campaign
from a 3,000-person list
35-45%
on 6,000+ subscribers
Avg. open rate
5-figure
MRR platform
sustained over 36m
0→1
build
Product
EDITORIAL/INDEPENDENT WORK
WHAT I DO
I work across content, growth and systems.
Most of my work starts with something that exists but isn't working. A content operation producing without direction. A newsletter that grew and then plateaued. A workflow that depends entirely on one person or a team's memory. I find what's structurally wrong, then build what's actually needed.
01.
Editorial architecture.
Turn a content operation into something that compounds, not resets every Monday.
02.
AI systems.
Scale production without losing voice, structure, or direction.
03.
Narrative strategy.
Make content resonate with a specific audience, not everyone.
04.
Workflow design.
Build the process that makes good work repeatable—at higher volume, with fewer people.