WordPress infrastructure and technical SEO for national brands: direct access to senior-level work, no agency layer.
Organization-scale web infrastructure usually means an agency layer between you and the person doing the work. I remove that layer — direct access to senior technical work, no account managers, no handoffs to junior developers.
$275/hr CAD development · $425/hr CAD advisory
The problem this fixes.
The site runs fine until it doesn’t. The technical SEO was set up by someone who’s no longer around. Core Web Vitals are failing and nobody’s sure why. The AI tools your comms and marketing teams adopted have no governance layer. There’s no audit trail, no cost attribution, and no clean answer when finance asks what it’s costing.
These aren’t small-business problems. They need someone with the depth to diagnose and fix them without creating new problems in the process.
What this work changes.
Core Web Vitals that pass, and stay passing after the next deployment. Technical SEO that doesn’t require a quarterly agency engagement to maintain. An AI operations layer your finance team can account for and your legal team can work from.
The common pattern with national brands: the site runs fine until it doesn’t. The SEO was configured by someone three roles ago. The AI tools were adopted by three different teams with no shared governance. The maintenance relationship with the agency is a quarterly report and a line item. Direct senior access, no account manager between you and the person doing the work, changes the speed and quality of what gets addressed.
What I do.
Technical SEO
Core Web Vitals implementation, indexation architecture, internal linking systems, and structured data, tied to your editorial calendar, not a one-time report. Written deliverables your team can hand to a developer or act on directly.
WordPress maintenance and support
Senior-level stewardship: core, plugin, and theme update management with rollback discipline. Security monitoring, performance review, and a direct line to me when something breaks.
AI operations
For brands where AI adoption is real but governance isn’t: routing layer, agent personas for your comms and marketing roles, cost attribution by team or project, and an audit trail legal and finance can work from. Deployed inside your existing WordPress stack.
Enterprise WordPress builds
Custom theme development, CPT architecture, and REST API integrations for national brands that need more than a template and a plugin stack. Fixed price, delivered by me. For brands with an editorial publishing operation, the publishing infrastructure service covers the newsroom and content platform layer.
Organizations I’ve worked with.
- Sherwin-Williams / M.L. Campbell — platform and training infrastructure delivery at enterprise scale
- Corel — Java-based ecommerce platform development
- Ferrero — classroom training development and web delivery
- BlackBerry — WordPress VIP development and platform delivery
Who this is for.
Digital leads, marketing technology managers, and comms directors at national brands, multi-location organizations, and corporate publishing teams. If you have a WordPress site that’s performing below what it should, a technical SEO problem that keeps reappearing, or AI tools your teams are using without a governance layer, those are the starting conditions for this work.
Organizations that need senior-level technical work without the agency overhead: enterprise WordPress builds, custom REST API integrations, or a direct engagement to diagnose and fix what’s wrong. If your internal team can execute on a well-scoped brief, the advisory engagement delivers that. If you need execution alongside the architecture, that’s covered at the development rate.
If your brand runs an active editorial operation: a publication, content hub, or newsroom-style distribution channel: publishing infrastructure addresses that dimension specifically, with the content model and workflow architecture that a marketing-focused build doesn’t cover.
How engagements work.
For most national brand engagements, the diagnostic comes first, a technical audit that produces a prioritized list of what’s actually wrong and why. Core Web Vitals data, technical SEO findings, AI tooling inventory. The audit deliverable stands on its own: if you want to take the findings to an internal team, you can.
If the work proceeds to implementation, it’s scoped from the audit findings, not from a generic statement of work. Fixed price, defined deliverables, direct access to the person doing the work. No account manager between you and the engineer, no offshore execution from a document that misses the context.
AI governance advisory follows a similar structure: current-state inventory, risk and gap assessment, governance framework brief. Delivered as working documentation your legal and operations teams can act from, not a report that lives in a folder.
Rates.
Brand and enterprise work is billed at $275/hr CAD for senior development and $425/hr CAD for advisory. AI operations engagements are fixed scope: $4,800 for the audit, $22,000–$32,000 for implementation. Maintenance retainers are quoted after a discovery call, typically a monthly hour block at the hourly rate.
Questions.
- What’s included in the technical audit?
Core Web Vitals baseline (field data and lab data), technical SEO findings ranked by impact, accessibility gap assessment, security configuration review, and — if AI tooling is in scope — an inventory of what’s deployed across the organization and against what governance framework. The audit deliverable stands on its own: you can act on it with an internal team or proceed to an implementation engagement.
- What does “no agency layer” mean in practice?
You talk directly to the engineer making decisions and doing the implementation. No account manager translating requirements, no offshore execution from a brief written by someone who isn’t doing the work. When a decision needs to be made mid-engagement, it’s a five-minute call, not a week of escalation.
- How do you work alongside our internal team?
Two modes: advisory (your team executes from a well-scoped brief) or implementation (I do the work alongside your team). Most national brand engagements start with a diagnostic and branch from there. The discovery call surfaces which fits your situation.
- Do you work with organizations outside Ontario?
Yes. All engagement work is remote-first. Clients have included organizations in Ontario, British Columbia, Quebec, and the United States. Discovery calls and working sessions are done via video.
Senior technical work for your brand.
20 minutes. Tell me what’s broken or what you’re trying to fix. I’ll tell you whether it’s in my lane and what it takes to address it properly.
What I do not take on from national brands: work where there is no direct decision-maker I can engage with. Everything I do is fixed-price and scoped, and that requires someone with authority to approve direction without a committee cycle. I also do not take on builds for platforms outside WordPress, or retainer arrangements without a defined monthly scope.
Managing a complex multi-site WordPress operation?
National brands tend to carry four years of plugin decisions, one agency handoff they regret, and a performance score their team stopped checking. I audit the stack, fix what matters, and document what’s left.
Senior WordPress access with no agency overhead.
Project-based or retainer — one developer, direct communication, documented decisions. For organizations where the junior handoff costs more than it saves.
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