Hello, I'm Aaron.
Web Performance Architect specializing in Core Web Vitals, enterprise-scale performance architecture, monitoring, and front-end engineering.
I help organizations move beyond reactive performance optimization by making performance a deliberate part of how digital experiences are architected, developed, tested, monitored, and maintained.
Rather than treating performance as something to diagnose and fix after launch, I focus on establishing measurable performance targets, identifying architectural and engineering risks early, and giving teams the tools and guidance needed to prevent regressions before they reach users. This means integrating performance into architecture, development practices, testing, CI/CD, monitoring, and ongoing governance.
What I Do
With a long career in web technologies field, my comfort zone certainly is HTML, CSS, JavaScript, PHP, MySQL, and WordPress. But I can also work with SCSS, Bootstrap, Tailwind, jQuery, Shopify, Drupal, Mustache and more.
My focus recently has absolutely been web performance, meaning everything I build or maintain is done so through the lens of providing the optimal user experience possible.
To that end, I use Real User Monitoring and Synthetic Monitoring to measure an analyze Key Performance Indicators like the Core Web Vitals and more to ensure sites achieve the best performance an stay there.
But equally important, I create an entire performance architecture: educating anyone involved on the key topics, getting more granular as I get closer to the hands-on staff; creating performance budgets and restrictions to help prevent performance issues from making it to your production site; establishing performance monitoring, reporting and alerting, to ensure if problems do get to production, you know about it fast, so you can resolve it fast; continuously monitor this system to ensure it makes sense and still provides your users, and thus your business, a successful product.
Some tech I work with regularly...
Why It Matters
Creating a website is not about just making something and getting it onto the web; it's about crafting an experience for your users.
Sites that answer questions, let users find what want, and fast, win. These are the experiences that users will return for over and over, and share with their friends.
I apply web performance best practices and optimization techniques to improve every stage of the user experience. I can work with your team to prevent issues, and make sure any that we resolve don't return.
Whether I'm defining performance budgets and KPIs, fine-tuning Core Web Vitals, reducing JavaScript payloads, automating performance monitoring, or mentoring teams on best practices, my goal is the same: make the web better for you and your users.
How I Work
In today's competitive digital landscape, performance isn't a luxury, it's essential. Faster pages improve SEO, boost engagement, reduce bounce rates and create conversions.
I help teams balance business needs with technical excellence by optimizing critical metrics like LCP, CLS, and INP, and implementing scalable solutions that stand the test of time.
My approach is grounded in real data and provides real results:
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Budgets & Best Practices
Analyze existing systems, define gate keeping opportunities and establish performance guardrails and best practices.
The key to not making performance mistakes is knowing what is harmful, learning how to avoid it, and guarding against issues going live.
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Audits & Strategy
Identify bottlenecks and build prioritized plans for improvement.
Frequent auditing and relentless optimizations helped Estee Lauder reduce their global average LCP from 3.26s to 1.78s and CLS from 0.41 to less than 0.10.
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Monitoring & Automation
Daily reports and instant alerts ensure metric increases are immediately noticed and actionable.
CI/CD tests and synthetic monitoring can catch regressions before they affect users and real-user monitoring helps catch anything that sneaks through.
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Front-End Optimization
Performance is a game of milliseconds and bytes; the less you send, the faster your user sees it.
By continuously fine-tuning HTML, CSS, JavaScript, media assets, caching, CDN strategies, we can ensure the lightest payloads possible.
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Collaboration & Advocacy
The modern web is an absolute team effort. Getting everyone involved, educated and taking ownership is paramount.
Working closely with designers, developers, product owners, and leadership to integrate performance into every stage of development is the surest path to a success product.
What I've Done
I've led performance initiatives for major enterprise sites, including monitoring and optimizing 250+ e-commerce sites across 20+ global brands; I've helped small agencies, evaluating and improving their entire customer catalog with scalable initiatives; I have also helped small businesses cut corners and shave excess baggage to improve their user experience.
My work has significantly cut load times and improved Core Web Vitals at scale, ensuring fast, reliable experiences for real users world-wide.
Have any questions? Care to chat?
I'm happy to take any questions, perform project work, or consider a full-time gig.
You can even just say hi, if you like.