FELIX
CARABALLO

Since 2024 I’ve been the technical owner for the ventures in the Hanover Sloan group. That covers Shopify development, AWS data pipelines, ad attribution, server-side GTM on Google Cloud, Zapier and Pipedrive automation, and AI-assisted content workflows. Each venture below has its own write-up.

Since 2023 I’ve worked with Orpical, an AI-native business consulting firm and digital marketing agency whose mission is to create raving fans through world-class digital products and unparalleled client service. I’ve been part of that human-led, AI agent-executed model, directing AI agents to execute across client-facing systems. My work spans lead generation, automation and system integrations.

Custom web development. I delivered responsive, scalable websites aligned with business goals on WordPress and WooCommerce, and I contributed to team-built applications in TypeScript, React, Next.js and Node.js.

Project proposals. I wrote project proposals for clients, scoping the work and the approach before development began.

Automation and integrations. I connected websites to CRMs, email platforms, invoicing tools and databases to eliminate manual work, including OAuth2 migrations.

Email infrastructure. I set up and troubleshot SMTP across Google Workspace, Azure, AWS SES and Mailgun, and configured SPF, DKIM and DMARC so client email lands reliably.

Security. I ran MDN HTTP Observatory scans across multiple sites and contributed to cybersecurity audits, applying fixes through a must-use plugin and .htaccess configuration.

Cross-departmental support. I developed scripts, templates and systems for marketing, client services and project management that improved communication, data integrity and workflow visibility.

Client training. I created training presentations for clients and trained them live on video calls so their teams could run their own sites and tools.

Technical SEO and performance. I implemented performance optimizations, structured data and clean code for search visibility and long-term site health.

Secure portals and interfaces. I developed secure portals, dashboards and custom interfaces that improve UX while protecting data privacy and compliance, with WCAG standards applied throughout.

TJ Brutal Customs runs on Shopify. I built an AWS pipeline (Lambda, Step Functions, S3, RDS Postgres) that imports 2,000+ tire products from XML and CSV feeds, converts images to WebP, and uses OpenAI to draft product descriptions and classify items. I also built a server-side GA4 Measurement Protocol pipeline (Lambda, RDS Postgres, GTM) that reconciles client and server purchase events. It fixed a chain of attribution bugs that had about 35% of revenue showing as unattributed in GA4. I’m now extending it to support OpenAI’s ChatGPT Ads Conversions API, with a new Shopify pixel for first-party attribution capture. AWS WAF rules block residential-proxy bot traffic that was corrupting analytics.

I joined a team building a custom PHP MVC platform for law-enforcement and public-safety continuing education. I reverse-engineered specific ILIAS LMS features and database behavior so the team could redevelop and simplify them. My work also covered SCORM content migration, the testing and grading system, and Stripe checkout using PaymentIntents with manual capture.

I designed and built this site on my own. Slider Revolution drives the animation, and Adobe Premiere Pro and After Effects produced the videos that progress as you scroll. The site reads an email parameter (from the URL, cookies or local storage) to tell new visitors from returning ones. New visitors see a contact form first, and returning visitors go straight into the site. I also set up the email infrastructure: MX and anti-spam, SPF, DKIM and aliases.

I built an embedded Shopify Admin app (React 18, Vite, Polaris, App Bridge) under my Shopify Partner account, with a Node.js and Gadget backend handling Shopify GraphQL mutations for selling plans, billing, delivery cadence and product-plan assignments. It includes analytics and a customer-facing calculator that recommends food type, portion and frequency. The app is finished. I also did many theme customizations and debugging, and the store revamp is still in progress.

I built the official Shopify store for Bakers Shoes, a ZIGI USA brand, in Liquid. It supports a multi-brand catalog (Bakers alongside National Comfort and Artisan). Product images change with the selected color or variant, and shoppers can filter by brand, category, product type and shoe size. I also built wishlist and product comparison features and customer accounts, and I configured inventory and shipping rates.

I built a daily automated Sales Order Summary export from a hosted Fishbowl Inventory system, covering fulfilled orders, closed-short orders and all open orders. Fishbowl’s XML/TCP API was the only API enabled on the client’s server, so I built the integration on it. The report arrives as a CSV by email through the client’s existing SMTP setup. I integrated it into their TypeScript app on Vercel, using environment variables for the recipient list, and added error notifications so failures reach the team. Testing is complete and the client confirmed everything was finished.

I contributed to the original WordPress site for Home Theory, now Coco & Cash. I built custom PHP-based WordPress virtual links that kept Google, Facebook and Microsoft Ads attribution intact against browser UTM stripping, analyzed campaign performance in Google Analytics, built Zapier workflows connected to Pipedrive, and hosted server-side GTM on Google Cloud. The brand has since moved to Webflow and that WordPress version is gone.

Multi-Menu is my own product for bars and restaurants. Guests scan a code at their table, build one cart from multiple vendors, and pay once. Revenue is split automatically between the venue, the vendors and the platform. I’m rebuilding the backend in Laravel, hosted on Laravel Forge. Coming soon.

PanaMia Club is a 501(c)(3) that promotes local creatives, small businesses and organizations across Miami-Dade, Broward and Palm Beach counties. Before the site was revamped, I helped build its searchable artists and events directory and its donation system, including recurring donations through Stripe. The stack was Next.js, React, TypeScript, MongoDB and Tailwind, deployed on Vercel.

I was engaged directly by the company’s COO to move WEBIQ, a legacy PHP and SQL Server inventory app, from on-premises Windows servers to the cloud. The project started as a lift-and-shift to Azure, then at the client’s request I moved it to AWS and rebuilt the app on PHP 8.1 with a responsive Bootstrap 5 front end and a new role-based login system. After migration, queries were taking 30+ seconds and crashing the server, so I re-architected the database layer and queries to get response times under one second, a 3,000%+ improvement. I also built an automated S3-to-RDS sync pipeline covering 54,585 records across 11 tables, with error handling, logging and monitoring, which ended a fully manual update process. The AWS setup covers EC2 on Amazon Linux, RDS for SQL Server Express with automated backups, S3, VPC security groups and IAM. I also handled Windows-to-Linux compatibility issues and SQL Server backup conversion, and I modeled scheduled start/stop hosting to cut costs. I added sorting, PDF and CSV export, multi-field search and data-freshness indicators.

I built a one-page presentation site for ZIGI USA, a footwear and fashion brand family established in 1998. I used Elementor so the client could update images and text without a developer. A custom JavaScript/jQuery script reveals each brand’s details and photo gallery when you select it, then scrolls the page to the new content. I built a logo-reveal animation with Slider Revolution to meet a tight deadline, and I built the “Our Global Reach” interactive world map natively in SVG, showing the showroom, distribution, design and production locations. For speed, I converted the logos to SVG and all photography to WebP. I also handled custom CSS and font setup for brand consistency.