When digital work becomes a publishing system, a regional rollout, a migration or an operating dependency, I define what the system requires and carry its critical decisions through delivery.
I work directly with organisations or behind agencies. Your agency keeps the client and creative relationship; the organisation gets a senior owner for the difficult systems work.
I make complex digital work deliverable when the commercial decision crosses content, systems, markets, data and engineering. Twenty-five years across executive leadership, journalism, design, publishing and engineering let me connect the decision with the work required to carry it.
Chief Marketing Officer at Docto, the Australian online hospital, and experience scaling digital ecosystems for national realtors. Work connecting the customer experience, publishing and commercial acquisition.
A decade as a working digital journalist, with roles spanning production through national content management across Macquarie, Southern Cross, Endemol TV, Fairfax Digital and Fairfax Radio. Experience developing early social media compliance frameworks.
Digital directorate and executive roles across large university platforms, including CQUniversity and Griffith. Formal design theory and UI/UX training, with a grounding in W3C web standards.
I personally lead diagnosis, architecture, critical implementation and technical direction. I work with your team or bring in specialists around the job, and stay with the difficult decisions through delivery.
Read the operator profile → · Explore selected work → · How we work together →
SCFC works behind agencies when a project has exceeded the normal creative-and-production stack.
Your agency keeps the client and creative relationship. I carry the difficult technical and systems decisions through delivery.
Bring the brief while the commitment is still being shaped. I establish the feasibility questions and dependencies before you price the work.
I work with your account, design, content and development leads. You keep the client relationship and the creative direction.
Bring one ticket, workflow, support incident or approved component. A Systems Diagnostic puts a boundary around the unresolved work.
Read the agency beacon → · Start with a Systems Diagnostic → · How I work behind agencies →
A system and handoff map, evidence-backed findings, a priority order and an intervention scope. The readout shows what is happening, where responsibility is being lost and what should be repaired before more production is bought.
It is a fixed-scope engagement priced against one agreed workflow or system boundary, the evidence involved and the access required. I confirm the fee and delivery date before the investigation begins.
I personally carry diagnosis, architecture, critical implementation and technical direction. Your existing team can deliver agreed production work, or I can bring in specialist capability around the job.
Inside the repositories, project tools and approval process you already use wherever that is workable. We agree access, decision owners and delivery boundaries at the start, then document the decisions for the team that maintains the work.
Yes. The public sites show the structure of the work. I can also provide a redacted system map or architecture decision record when the original commercial material needs to remain private.
Your agency remains the client lead and retains the creative and commercial relationship. We agree where I have technical decision authority and when I join client conversations.
I tell you before committing. We can agree a later start, use a defined Diagnostic slot first or decide whether a trusted specialist can carry an agreed production component. I do not sell the work and disappear behind a junior delivery layer.
No. I take ownership of the difficult systems decisions, document what the team needs to know and keep the communication boundary clear. The aim is fewer unresolved decisions for your agency to manage.
See the working arrangement → · Start with a Systems Diagnostic →
Some opportunities require capabilities that make commercial sense for the project but not as permanent headcount.
SCFC gives agencies access to senior architecture, publishing, search, data and technical delivery capability when the work demands it. The agency retains the client, commercial relationship and strategic control.
The capability appears when required — and disappears when it is no longer required.
Start with a Systems Diagnostic → · How I work behind agencies →
Based in Johor Bahru, working across organisations and agencies near Singapore. The work travels.
JOHOR BAHRU → SINGAPORE
ONE CAUSEWAY AWAY
SCFC operates from Johor Bahru, Malaysia — one Causeway from Singapore.
We work directly with organisations or quietly behind agencies when a project needs deeper technical, publishing or information architecture capability than the conventional delivery model provides.
Where an agency is involved, it keeps the client, the relationship and the margin. SCFC comes in behind the scenes and builds the machinery.
Your agency keeps the client, the relationship and the margin. SCFC is the specialist layer behind the work.
Singapore is close. The work is not localised.
Direct with the organisation or behind its agency, SCFC gives the difficult system a responsible owner.
In publishing work spanning roughly a hundred sites and ingestion across thousands of social accounts, the question was how to handle growing volume without making every new input another task for an editor or producer to repeat.
More hands was the obvious answer.
I treated publishing as infrastructure: inputs, taxonomy, distribution and publishing rules. The decision was to model the information flow so the operation could grow without assigning every repeated step to another person.
A selection of publishing and architecture work. The practitioner profile above covers the wider executive and commercial experience.
Diakrit / Publishing and acquisition infrastructure.
Established and improved production pipelines, template rules, marketing technology connections and page-level optimisation within the publishing process.
Read the responsibility and result →CQUniversity / Digital direction, migration and governance.
Worked on the migration away from seven CMS platforms, structural reconciliation between organisational units, publishing governance and the discovery consequences of architectural changes.
Read the responsibility and result →Australian RTO information / Architecture and implementation.
Built the information architecture, course and provider entity model, relationships and publishing system, with search considered in the underlying structure.
Read the responsibility and result →Search runs through these records: terminology, entities, architecture and the way pages are published. Read the connection →
Content, design, search and engineering depend on one another. We trace those dependencies so your team can make decisions with the whole system in view.
The connections →What a thing is called determines how people find it and how systems use it. Clear terminology and shared records are part of the architecture.
The role of language →Templates, ownership and publishing rules determine whether quality survives the next thousand pages. We design for the people who have to keep it running.
Publishing at scale →BBB publishes the patterns we investigate: the handoffs, dependencies and recurring failures that make digital delivery difficult.
Start with a Systems Diagnostic.
A paid, fixed-scope investigation of the place where your records, systems and operating reality stop agreeing. You receive a documented map and a practical order of repair.
This shows the shape of a finding. It is not a client case study or a completed audit.
Supplier specification → internal product record → web catalogue → enquiry.
The supplier PDF contains a model code and dimensions. The internal record uses another identifier. The web page shows a product family without the model relationship.
The model relationship is lost between the product record and the published catalogue. A person has to restore it when the enquiry arrives.
Map the identifiers for one product family, publish the relevant selection fields and carry the selected model into the enquiry.
A field-mapping sheet, evidence log, prioritised repair brief and a model-to-enquiry acceptance check. Commercial impact must be measured after implementation.
Send your website and a few sentences about the recurring problem. We start with a short briefing to assess fit, then agree the scope, fee and access before the diagnostic begins.
Describe the problem →Follow-on work / Explore the supporting records
Diagnose Map the information system. Name the structural failure. Estate forensics · crawl & log analysis · stakeholder reality → 02 Design Taxonomy, architecture, entities, governance. Information architecture · schema · editorial models · URL logic → 02 Build Publishing systems, integrations, front-ends, APIs. Production pipelines · martech · front-end engineering → 01 Repair Migrations, search and discovery, broken acquisition pipelines. Replatforming · SEO recovery · rescue work → 03 Operate Ongoing technical and editorial stewardship of the system. Governance · measurement · iteration → 01The brief may show where delivery has become difficult without establishing its cause, so the first conversation is about the decision you need to make, the people involved and whether my experience fits the responsibility.
You need that judgment before committing.
Send the project context or reply to the email that brought you here. We agree the scope, fee and access before any paid investigation starts. The investigation begins once that agreement is in place.
If a diagnostic fits, it gives the unresolved work an agreed boundary before implementation is priced.
Tell me what you need to deliver and where the work is becoming structurally difficult. A quote that needs three phone calls, a product record entered twice, or completed work waiting for claim evidence. A few sentences are enough to start. If you arrived from an email, reply there; otherwise email sd@scfco.co.