About Florentin
From performance marketing to systems. From systems to products. From products to AI.
I started in performance marketing in the late 2000s and founded a digital agency in 2008. For fifteen-plus years the job was the same: make advertising pay, and prove it with numbers.
Somewhere along the way the tools stopped being enough. Reports took days, tracking lied, and every "automation" was a person clicking. So I started building the systems myself — first for my clients, then for the agency, then as products.
Today I build AI-powered digital systems: an advertising operating system that runs twelve accounts, a dozen next-generation websites, assistants that never invent facts, automations with approvals and audit trails, a rendering engine that respects architectural truth, and the control plane that watches all of it.
The two sentences I work by: technology without business understanding doesn't matter, and marketing without systems doesn't scale.
Technology without business understanding doesn't matter.
Marketing without systems doesn't scale.
How I build
Nine steps. Same order, every time.
We don't build pages. We build systems — and systems have a process.
- 01
Idea
You describe the problem in your words. I ask what "done" looks like.
- 02
Discovery
Audit of what exists: data, tools, tracking, content. Facts, not assumptions.
- 03
Architecture
The system on one page: what runs where, what is automated, what needs a human.
- 04
Design
Brand tokens, three directions, one chosen. Motion that serves reading.
- 05
Build
Modules I have shipped before, assembled for you. New code only where you are different.
- 06
AI
Grounded in your approved knowledge. Governed actions. It says "I don't know" when it doesn't.
- 07
Test
Unit, end-to-end, six viewports, accessibility, performance budget. The gate blocks the deploy.
- 08
Launch
Staging first, production only with your go. Every old URL accounted for. Rollback written down.
- 09
Optimize
Measured weekly. Changes proposed, approved, executed once, measured again.
Custom systems
Don't see what you need? I can build it.
Tell me the problem, the people involved and what "done" looks like. I answer with an architecture, a complexity estimate and the first step — usually within a day.