MediaTech Direct Fulfillment Portal
An e-commerce fulfillment platform that lets customers upload media, our pipeline transcodes it, and a fulfillment team ships personalized videobook devices.
I'm a full-stack engineer building products end-to-end.
I work with businesses to bring products from idea to execution. I work inside the business, not at arm's length from it. I learn it inside and out and operate as a fractional CTO. I'm not dogmatic about tooling; I prefer to use the best tool for the job. Reliability and simplicity trumps cleverness and elegance. Slow is smooth, smooth is fast.
Case studies
Ropella360 Suite
Six years building a suite of over a dozen applications for an executive search firm: information-dense dashboards, candidate assessment platforms, and document packaging workflows used daily by recruiting professionals.
BSI Certification Portal
A decade of running the core business software for a life-support equipment company in the regulated Oil & Gas industry. Used by technicians, management, and clients to track over 18k inspections for almost 7k pieces of equipment.
Today's VAL Valuation Platform
A self-serve SaaS that valued a small business in minutes instead of weeks. A greenfield rebuild of a broken prototype into a secure, cloud-native product: an SDE-based valuation engine with industry multiples and a debt-service purchase test, a public freemium funnel, QuickBooks-pulled financials, and Stripe billing.
WordPress Managed Hosting
An in-house, bespoke multi-tenant WordPress hosting platform on Kubernetes. Every site is a label-scoped set of Kubernetes resources; one typed TypeScript CLI turns a code-defined site database into manifests, DNS, backups, and billing.
FSLA Membership Portal
The membership system of record for a statewide senior-living trade association, modeled as a property graph in Neo4j and served with isomorphic React/Redux. Shared interfaces between client and server using type-safe generated APIs and form validation based on the DB schema.
Selected projects
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ben.avell.one
This site. Static Astro with no hydrated JavaScript, Tailwind v4. Cloudflare Pages hosting and DNS, with the zone and Pages project managed end-to-end in Terraform.
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AI-First SaaS Rewrite
Rewriting a legacy internal PHP codebase into a modern TypeScript/React SaaS product, with Claude Code implementing under a short leash according to hand-authored specs and architectural review.
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Anti-Counterfeiting in the Wine industry
Worked with a client in the Anti-Counterfeiting business on their brand protection system used by Wineries (mostly in California). Involved hierarchical QR codes, analytics dashboards and geocoding visualizations.