# Paulo H (@phalkmin.me)

Profile: https://sifa.id/p/phalkmin.me
Headline: AI Systems Architect | Creator of WP-AutoInsight (4,000+ downloads) | Building for the web since 2002
Location: São Paulo, São Paulo, Brazil

## About

I help agencies and enterprises move AI from demo to production.I'm usually brought in when reliability, maintainability, and measurable outcomes matter as much as shipping features. For more than 20 years, I've built WordPress and web platforms where performance, stability, and long-term sustainability aren't optional. Today, my mission is to apply that same discipline to AI.I design and implement RAG pipelines, LLM integrations, automation workflows, and production-ready systems that handle real users, real data, and real operational constraints. I go beyond the cheap talk and deliver.Some recent outcomes:• Increased organic traffic by 400–600% through AI-assisted SEO and content optimization initiatives.• Reduced content production costs by 60–80% using intelligent automation workflows.• Delivered consistent 95+ PageSpeed Insights scores on enterprise WordPress implementations.• Helped agencies create new AI service offerings worth an additional $5K–$15K in monthly revenue.• Built a WordPress AI plugin now running on 4,000+ active installations and growing.My areas of expertise include:• Enterprise Consulting• Technical Leadership and Team Management• SEO and Content Systems• AI Architecture (RAG, LLM APIs, vector search)• Workflow Automation (n8n, Make)• WordPress and WooCommerce at scale• Performance Optimization and Infrastructure (LAMP/LEMP)Recent projects include production RAG support agents integrating vector search with live business data, SEO content pipelines driven by Google Search Console insights, and AI implementations for agencies ready to move beyond proof-of-concept experiments.Throughout my career, I've led multicultural development teams, managed dozens of concurrent projects, and delivered solutions for hotel chains, e-commerce businesses, and educational institutions.Recognition and community contributions:• Winner of the Coze AI Challenge 2024 on DEVto.• Winner in DEVto's "Built with Google Gemini" Writing Challenge
• Technical writer and educator with an audience of 21,100+ developers on DEV.to.• Member of GEIA (Grupo de Estudos em Inteligência Artificial), contributing to ongoing discussions around the impact and evolution of AI technologies.• Published author of "Samba: Windows e Linux em Rede."• Former technology writer for leading Brazilian publications.• Speaker at Campus Party and other industry conferences, including invitations to contribute to broader conversations on the future of the internet, AI, privacy, and digital regulation in Brazil.

## Career

- **AI WordPress Solutions Architect at Genkidama** (Apr 2023 - Present)
  I help WordPress agencies and enterprises integrate AI capabilities that drive measurable business results.
  
  Recent projects include developing automated content systems that increased client organic traffic by 400%+ and reduced content production costs by 60%.
  
  Key Services:
  \- AI Content Strategy & Implementation ($5K-$15K projects)
  \- WordPress Performance Optimization (achieving 95+ PageSpeed scores)
  \- Custom AI Plugin Development (700+ active installations)
  \- Enterprise WordPress Architecture & Consulting  Recent Achievement: Winner of Coze AI Bot Challenge, developing EnglishEditAI (AI-powered writing assistant).
- **Technical Lead at Green Hat Web Solutions** (Jul 2019 - Mar 2023)
  As a Tech Lead, I was responsible for leading a team of developers and ensuring that the technical aspects of a project were executed effectively. My role also involved enough technical expertise and leadership skills to guide the development process, from planning to implementation and deployment.
  \- Worked with CEO & CTO to define project architecture and technical roadmaps, ensuring scalability and optimal performance;
  \- Mentored a team of developers, implementing code review standards that significantly improved code quality and team skills; -Streamlined development processes by initiating CI/CD processes, boosting overall efficiency by 50%;
  \- Successfully managed 30+ projects to meet deadlines while maintaining innovation and high-quality deliverables.
- **Senior WordPress Consultant at Genkidama** (Jan 2013 - Dec 2020)
  Independent consultant delivering high-performance web infrastructure for agencies and direct clients across e-commerce, news portals, and blogs.
  
  Designed and shipped custom WordPress/WooCommerce systems, payment and API integrations, and server architecture (LAMP/LEMP) built to hold up under production traffic. Engagements ranged from short technical rescues to multi-year platform ownership, often running in parallel with in-house leadership roles.
- **Back End Developer at Courate** (May 2020 - Sep 2020)
  Pioneered seamless integration between online store APIs such as Shopify and client systems, utilizing NodeJS, Hasura, and Serverless technologies.
- **Technical Lead at Dijitally** (Mar 2019 - Mar 2020)
  As a tech lead at Dijitally, I coordinated a multicultural team consisting of members from different countries, developing solutions for a large hotel network in Asia and a car-sharing service.
  \- Headed a global team for maintaining a hotel chain website, boosting SEO by 30% and PageSpeed Score to 95+ points;
  \- Orchestrated the merge of three distinct sites, significantly improving brand unity and online user interaction;
  \- Planned and Crafted online marketing initiatives that increased audience engagement and contributed to significant seasonal sales upticks
- **Technical Lead at Pink Joint** (Oct 2018 - Dec 2019)
  CA
  As Technical Lead at Pink Joint, I spearheaded the development and maintenance of a ecommerce platform for CBD-based products in Canada.
  \- Developed eCommerce solutions adhering to Canadian regulations for CBD products, including crafting secure plugins;
  \- Produced key reports and marketing insights, propelling a surge in traffic and sales;
  \- Implemented a cost-effective SEO and server optimization strategy, enhancing e-commerce ROI;
- **Co-founder & Technical Lead at Portal Genkidama** (May 2012 - Dec 2018)
  Technical lead and co-founder of one of Brazil's largest Japanese pop culture media networks, reaching 550k+ monthly pageviews and 90k+ unique monthly users across a network of independent blogs and podcasts.
  
  Owned the full infrastructure: server architecture, WordPress at scale, performance under real traffic, with years of uptime with no dedicated ops team.
  
  Built and coordinated a network of independent creators under shared infrastructure and centralized ad sales, helping professionalize fan-driven media production in Brazil. Hosted Fala Otaku, the network's weekly podcast (188+ episodes produced) and moderated industry panels and editor roundtables at major conventions.
- **Gerente de Projetos e Tecnologia at Namu** (Sep 2014 - Jun 2018)
  São Paulo Area, BR
  Working at Namu Cursos, the first EAD website focused on quality of life in Brazil, I offered online courses in yoga, Pilates, and healthy eating. I also worked at Portal Namu, managing team projects involving technology, content, and audiovisual production.
  \- Orchestrated CMS and video course platforms strategy from planning to execution, integrating IT, development, design, video production, and editing teams;
  \- Orchestrated the launch of Brazil's first wellness-focused online course platform within three months;
  \- Reinvented course launch processes, establishing clear targets and performance metrics, resulting in a 600% surge in organic traffic and a 15-20% impact on monthly sales;
  \- Cultivated a design and writing team to prioritize SEO, tripling organic reach;
  \- Significantly reduced IT expenses by 200% while streamlining product and tech processes to boost efficiency.
- **Gerente Técnico at Blue Bus Notícias Eletrônicas** (Mar 2013 - Feb 2015)
  As a freelancer for BlueBus Portal, I took charge of server systems and CMS management, optimizing AWS server configuration for enhanced scalability and reliability.
  \- Slashed maintenance costs by 70% through strategic IT restructuring;
  \- Vital role in amplifying portal traffic by 230%, assuring data stability and integrity throughout;
  \- Innovated custom WordPress plugins, elevating site functionality and user experience.
- **Desenvolvedor Sênior at Espiral Interativa** (Jun 2014 - Sep 2014)
  \- Developed control systems for NGOs and streamlined the agency's CMS;
  \- Deployed SCRUM and version control systems, modernizing development practices and speeding the development process by 70%.
- **Creative Technologist - Gerente de Tecnologia at Agência Babel** (Oct 2013 - Mar 2014)
  \- Prospection of new suppliers for the agency;
  \- Search and internal discussion of new technologies that could be used in actions with customers;
  \- Technical monitoring of technology projects and definition of scope, environment, cost, technology and solutions to be used;
  \- Creation and monitoring of project schedules;
  \- Helping the Creation Team for delivery of the arts according to the specifications;
  \- Clients: MCassab, The Fifties, Burger Lovers, Garoto, Nestlé, Trifil, D&D, e-Fácil, Spicy.
- **Redator at Tecnoblog** (May 2010 - Jan 2014)
  Editor focused on news, tips and news about Free Software and Linux
- **PHP Developer & Systems Architect at Freelance PHP Developer** (Jan 1998 - Dec 2013)
  As a skilled PHP backend developer with expertise in Linux, shell scripting, and LAMP/LEMP environments, I offer an array of services and develop secure, scalable, high-performance web applications.
  \- Web server installation/configuration: Proficient with AWS, DigitalOcean, Netlify, and other solutions. Experience in setting up secure LAMP/LEMP servers with necessary add-ons for optimal performance.
  \- PHP/shell script development/maintenance: Efficiently automate repetitive tasks like backups or software updates to save time and reduce errors.
  \- Server performance optimization: Knowledgeable in addressing bottlenecks impacting performance by implementing caching, optimizing database queries/resources, and reducing server load. These optimizations lead to cost savings for clients.
  \- Troubleshooting/debugging: Expert in Linux, shell scripting, and LAMP/LEMP environments, enabling rapid diagnosis and resolution of issues within web applications.
  
  My experience as a freelance developer ensures clients' web applications are designed for success from the ground up. Focusing on security, scalability, and performance, I tackle challenges efficiently while creating tailored solutions to meet client needs.
- **Gerente de Projetos at Agência Babel** (Mar 2013 - Oct 2013)
  \- Project management for several customers in the food, clothing, supermarkets, philanthropic associations, and others;
  \- Monitoring the creation and development of websites and portals with different levels of complexity, always following the Web standard;
  \- Monitoring the creation and development of banners in Flash and DHTML, as well as mail marketing for several clients;
  \- Clients: The Fifties, Burger Lovers, Garoto, Nestlé, Trifil, D&D, e-Facil, Roldão, Spicy.
- **Responsável Técnico at InterNey Cursos, Palestras e Consultoria** (Jun 2008 - Apr 2013)
  \- Managed an online portal and internal blogs with over 2 million visitors monthly.
  \- In 2011, migrated the portal to the R7 network, aligning server configuration with portal requirements while keeping the services 100% online;
  \- Initiated the migration of the custom CMS to WordPress in 2012, achieving a 50% gain in speed access,
- **Product Owner - SSP at Boo-box/ftpi - Social Media Advertising** (Jul 2011 - Sep 2012)
  \- Oversaw projects for the publisher's area, bringing 30+ new publishers;
  \- Conducted project development report generation, backlog story maintenance, and product testing, and provided advanced publisher support;
  \- Developed plugins for WordPress using boo-box technology that reached more than 5,000 publishers
- **IT Manager at Blog Content** (Jul 2010 - Jun 2011)
- **Web Developer at Polvora Comunicação** (Jun 2008 - Jun 2010)
  Developed several CMS and PHP personalized solutions focused on social media platforms for 20+ clients
- **Supervisor de Sistemas de Informática at Lm Farma Industria E Comercio** (Apr 2002 - Jun 2008)
  \- Crafted and maintained Business Management and ERP, CRM, and BI systems, and generated essential reports in PHP/MySQL;
  \- Developed and managed the company's Intranet in Linux, serving as the main repository for documentation, reducing licensing costs;
  \- Led the development of systems for various company departments and coordinated updates to the management system
- **Auxiliar Administrativo – Assistente de CPD at LMFarma Ind. e Com.** (Feb 2001 - Feb 2002)
  \- Assistance for network restructuring;
  \- Responsible for user support;
  \- Responsible for software/hardware maintenance;
  \- Responsible for the Development, Creation and Maintenance of the company's websites.

## Projects

- **Contraversão** — http://contraversao.com/ (Apr 2014 - Present)
  Ajustes diversos de layout, instalação e configuração de plugins para cacheamento e performance
- **Pascoa Nestlé** — http://www.nestle.com.br/pascoa/ (Feb 2014 - Present)
- **Hotsite Páscoa Garoto** — http://garoto.com.br/pascoagaroto/ (Feb 2014 - Present)
- **Portal MCassab** — http://www.mcassab.com.br/pt/ (Jan 2014 - Present)
- **Festival do Torcedor** — http://festivaldotorcedor.com.br/ (Jan 2014 - Present)
- **Despulga** — http://despulga.com.br/ (Jan 2014 - Present)
  Gerenciamento de projeto do site institucional Despulga, acompanhamento da direção de arte, programação e conteúdo.
- **Paixão por Chocolate** — http://promonestle.com.br/ (Jan 2014 - Present)
- **Promoção Você na Copa Garoto** — https://vocenacopagaroto.com.br/ (Jan 2014 - Present)
- **Ligado em Série** — http://ligadoemserie.com.br (Dec 2013 - Present)
  Migração para novo servidor, instalação e configuração de plugins para cacheamento e performance, ajustes no layout
- **Portal GT** — http://portalgt.com.br/ (Aug 2013 - Present)
  Gerenciamento de projeto do site institucional Portal GT, acompanhamento da direção de arte, programação, conteúdo e configuração do servidor.
- **Blog Resolvi Mudar** — http://resolvimudartrifil.com.br/ (Jun 2013 - Present)
  Gerenciamento de projeto do site para a campanha 2013 da Trifil, #resolvimudar.
  
  Acompanhamento da direção de arte, programação, conteúdo e configuração do servidor.
- **Burger Lovers** — http://burgerlovers.com.br (Apr 2013 - Present)
  Gerenciamento de projeto do site institucional Burger Lovers, acompanhamento da direção de arte, programação, conteúdo e configuração do servidor.
- **WPShare Counter** — http://wordpress.org/extend/plugins/wpshare-counter/ (Jan 2013 - Present)
  Plugin para WordPress. Exiba no seu blog todas as vezes em que seu post foi compartilhado nas mais diversas redes sociais. Engaje seus usuários :)
- **boo-encurtador** — https://github.com/phalkmin/boo-encurtador (Aug 2012 - Present)
  Encurte as URLs do seu blog usando o http://ads.tt, o encurtador de URLs da boo-box! Ganhe dinheiro divulgando seus links pelas redes sociais!
- **Blog Hospital 9 de Julho** — http://www.pordentrodo9dejulho.com.br (2010 - Present)
  Criação de layout para o blog do Hospital 9 de Julho e implementação como template no Wordpress
- **Blog Hospital 9 de Julho** — http://www.pordentrodo9dejulho.com.br (2010 - Present)
  Criação de layout para o blog do Hospital 9 de Julho e implementação como template no Wordpress
- **PSStore** — http://psstorebrand.com/ (Dec 2016 - Feb 2017)
  Instalação do WordPress e criação de tema a partir do layout antigo do site, criando áreas dinâmicas para facilitar a atualização da home diretamente pelo cliente. Instalação e configuração de uma loja online, usando WooCommerce.
- **Hotel Californi Blog** — http://hotelcaliforniablog.com/ (Sep 2016 - Oct 2016)
  Instalação e customização do tema Everal, alterando o código conforme a necessidade da cliente. Ajustes finos de back-end, visando melhoria de performance e cacheamento correto das páginas.
- **Marketing na Cozinha** — http://marketingnacozinha.com.br/
  Migração do blog para novo servidor, instalação e configuração de ferramentas de cacheamento e performance

## Publications

- Samba: Windows e Linux em rede — Linux New Media (May 2010) http://www.linuxnewmedia.com.br/shopping/livro/samba_windows_e_linux_em_rede

## Skills

### Technical
- Amazon Web Services (AWS)
- Artificial Intelligence (AI)
- Drupal
- Linux
- MySQL
- Nginx
- Node.js
- Operating Systems
- PHP
- Web Development
- WordPress
- Wordpress Development
### Business
- Blogging
- Digital Marketing
- Digital Strategy
- Digital Transformation
- E-commerce
- E-Learning
- Google Analytics
- Project Coordination
- Project Management
- Project Planning
- Scrum
- Search Engine Optimization (SEO)
- SEO
- Social Media
- Team Management
- Web Analytics
- Writing
### Creative
- Usability
- Usability Testing
- User Experience
- Wireframing
### Interpersonal
- Analytical Skills
- Leadership
- Teamwork
### Security
- Technical Support
### Other
- Amazon
- Back-end Operations
- Basecamp
- Creative Solutions
- Creative Writer
- Creative Writing
- Custom CMS Development
- Digital Media
- E-commerce Consulting
- E-commerce SEO
- E-Learning Consulting
- E-learning Implementation
- Facebook
- Google Adwords
- Google Webmaster Tools
- Hasura
- Internet
- Intranet
- IT Operations Management
- IT Strategy
- Linux Server
- Managing Technical Personnel
- Optimizing Performance
- Remote User Support
- Reporting & Analysis
- Search Engine Marketing (SEM)
- Shopify
- Social Media Measurement
- Technical Staff Management
- Technology Leadership
- Twitter
- WooCommerce

## Credentials

- Workflow Specialist Certificate — Asana (Dec 2024 - Dec 2025) https://certifications.asana.com/673995ac-92da-43aa-823c-4ad16e76ac28
- Curso de Produção de Conteúdo para Web 2.0 — Rock Content (Jan 2018 - Jan 2019) https://drive.google.com/file/d/1b0LgUvTCq2OGau9zIaVkhGX4dTzSn9Yh/view?usp=sharing

## Education

- **Universidade Paulista** — Bacharel (2001 - 2004)

## Languages

- English (professional working)

## Links

- linkedin: https://www.linkedin.com/in/phalkmin