Martin Aranovitch
Founder & Director
I am a self-taught, systems-driven builder with more than 35 years of experience across content, education, digital marketing, business systems and, most recently, AI-assisted software development. I am the founder and sole director of Profiled Careers Pty Ltd. Since March 2026 I have designed and built Profiled, an AI-powered candidate profile and honest-fit assessment platform, full-time. It is now in closed beta. I have no coding background. I built Profiled by directing AI coding agents with detailed product specifications, which is the same way I have always worked: learn by doing, document everything, and turn what I learn into a repeatable system.
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Experience
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Founder & Director
Profiled Careers Pty Ltd
- Conceived, specified and built the Profiled platform as a non-coder. I directed AI coding agents (Claude Code) through detailed product requirements documents, with no development team and a very low fixed cost base.
- Designed the platform's signature Honest Fit Assessment. Recruiters paste a job description and receive a structured verdict ("Strong fit", "Worth a conversation" or "Probably not your person") grounded only in the candidate's actual profile. The verdict is governed by an explicit anti-sycophancy framework, so the AI is designed not to oversell.
- Designed the candidate experience: a 15–20 minute AI voice interview that captures career depth a resume cannot, resume import, Experience Stories, an honest Skills Matrix that records gaps as well as strengths, and private context that informs the AI without being shown to visitors.
- Designed recruiter-side semantic search, which ranks candidates on the substance of their careers rather than keywords, and multi-turn AI investigation of individual profiles.
- Built the platform on a production stack: Next.js and TypeScript, Supabase with pgvector, Clerk authentication, Stripe billing, Anthropic and OpenAI models with automatic failover, OpenAI Realtime voice with LiveKit failover, Vercel hosting, Sentry monitoring and Upstash rate limiting.
- Built in institutional-grade foundations from the start: multi-tenant agency support; role-based permissions; audit logging; privacy-compliance surfaces (Australian Privacy Principles, GDPR, CCPA); account deletion and data export; SOC 2 readiness scaffolding; a full security review and hardening programme before launch
- Drove a disciplined engineering process through AI agents: 190+ database migrations, 600+ automated test files, automated CI guard checks, documented runbooks, and a written decision log.
- Designed and priced four subscription tiers (Free; Pro, $12/month; Recruiter, $89/month; Agency, $249/month plus seats). I took the platform from MVP to a feature-complete beta, and the closed beta opened to its first testers in October 2026.
- Incorporated Profiled Careers Pty Ltd (June 2026). I wrote the full business plan, a 24-month subscription financial model, a seven-section marketing plan, and compliance and resource plans.
- Researched and compared professional indemnity, public liability and cyber insurance across seven policy wordings from six insurers, then bound business insurance through BizCover (underwritten by QBE). I am pursuing trademark registration for "Profiled Careers".
- Produced the platform's documentation, product content and marketing plans, working with AI writing assistants and drawing on my background in technical writing.
- Am building my own Profiled profile as the flagship example of the product, and documenting the process as a repeatable guide for other users.
Blog Manager
RebelCode Ltd (WP Mayor · WP RSS Aggregator · SpotlightWP)
- Developed and managed the content calendar and overall content strategy, aligning editorial goals with business objectives.
- Ran day-to-day editorial production: scheduling, editing, approving and publishing content to SEO best practice, and keeping the SEO strategy current through content updates.
- Edited all content before publication and created featured images in Figma from brand templates.
- Briefed, assigned and followed up with writers through Twist, email and project tools. Handled client enquiries, including paid product reviews, in Help Scout.
- Managed the WP Mayor newsletters and the X (Twitter) and Facebook channels.
- Maintained link integrity (finding and fixing broken links) and moderated blog comments.
- Tracked traffic, conversion and revenue performance and produced detailed reports with the CEO.
- Researched and documented audience personas to tailor content strategy.
- Coordinated video integration with the company's Video Specialist.
- Managed paid clients and affiliate relationships, and built links with reputable sites.
- Improved the WP Mayor wiki (task management, workflows and SOPs).
- Managed production of 120+ articles across three properties while building the systems that made the workload sustainable on minimal human and financial resources.
- Developed and presented a funnel-based content strategy, which was adopted to drive content planning across all areas of the business.
- Introduced product data sheets, content brief templates and new frameworks for BOFU, TOFU and linkable-asset content. These were adopted for the Aggregator and Spotlight content too.
- Taught myself Notion and built a fully functional Content Production Board to track all WP Mayor work. It became a core operational tool.
- Built Content Analyzer, a content-audit tool for managing existing content and drawing insights from its performance.
- Documented systems and processes for content planning, production and management.
- Built Claude Skills that automated newsletter roundups, performance-data analysis, end-of-month reports, content research and planning, and content-conflict analysis. Also built specialised ChatGPT assistants for social media, marketing and production tasks.
- Built n8n workflows that syndicate WordPress RSS content into Notion across all three properties, and configured MCP servers (such as n8n-mcp) for Claude Desktop. Also used Relay and NotebookLM in operations.
- Prototyped five AI-powered MVP applications and presented them to leadership as recurring-revenue opportunities for the company.
Career Break: Independent WordPress Projects
BlogManagementServices.com
- Wrote a product requirements document (PRD) for a WordPress maintenance system.
- Published the WordPress Maintenance Manual.
- Built a range of WordPress marketing tools as a lead-generation service for WordPress developers and agencies.
WordPress Blog Editor & Content Writer
WPMU DEV
- Researched, planned, wrote and edited in-depth articles and tutorials. I personally wrote hundreds of them, covering WordPress, hosting, security, performance, SEO, e-commerce, email, agencies and AI.
- Managed a content team of four writers. I created content calendars and scheduled production in Asana and Jira.
- Ran regular audits, reviews, updates and rewrites of the blog's published articles.
- Managed all aspects of the blog's content independently from early 2023.
- Wrote product launch and feature articles for WPMU DEV's product line: Forminator, SmartCrawl, Defender, Hummingbird, Smush, Hustle, Branda, Snapshot, The Hub, hosting, reseller, domains, webmail, client billing and the AI Assistant.
- Helped other departments with proofreading, documentation and product testing.
- Suggested UX, UI and functional improvements to company products.
- Managed and revitalised the WPMU DEV blog, improving its reach and engagement.
- Developed comprehensive content strategies aligned with company goals.
- Improved product quality through detailed testing feedback, and contributed to the documentation team.
- Author archive: wpmudev.com/blog/author/martin-aranovitch
Founder, Digital Publisher & E-commerce Marketing Manager
WPTrainingManual.com · WPMasterclasses.com
- Built and maintain every part of both sites: web development and design, digital management, content planning, e-commerce and digital marketing.
- Authored The Complete WordPress Step-By-Step User Manual, 2,100+ pages of step-by-step tutorials. I keep rewriting and updating it.
- Created the Rebrandable WordPress User Manual, which lets developers and agencies train clients under their own brand.
- Built WPMasterclasses.com, which delivered dozens of video courses and 2,000+ WordPress and digital-business video tutorials.
- Ran sales and marketing: SEO content writing, press releases, content marketing, Google Ads and an affiliate programme.
- Wound down WPMasterclasses.com in early 2026.
Digital Marketing Manager
Truckers Toy Store
- Grew online revenue by 52% and grew the customer and subscriber database.
- Helped the business achieve its highest gross earnings to date for a single sales event (the 2017 Boxing Day sale).
- Developed a comprehensive digital marketing plan, with documented systems and processes internal staff could carry on.
- Rebuilt the main website to improve web management and sales tracking. Set up a marketing blog, an internal training site and an additional e-commerce site.
- Managed hosting, site maintenance, online services, software licences, user access, file administration, backups, archiving and online security.
- Ran content marketing: SEO-optimised posts, event calendars, truck-show reports, "Truck of the Month", industry news, product specials, banners and product images. Automated Facebook posting.
- Published the monthly newsletter and managed promotional campaigns and opt-in forms.
- Ran events marketing (QR codes linked to event pages, coupon codes, print campaigns) and a monthly news release to lift search rankings.
- Managed Google Ads, Facebook ads, trade-publication print ads (full- and quarter-page), website banners and promotional slides.
- Presented analytics and sales reports in scheduled planning calls, and trained staff on digital business areas.
- Wrote an online operations manual documenting core digital processes.
Digital Marketing Consultant
DistributionPress.com
- Drove leads and customers to client websites with SEO press releases, distributing content to hundreds of news and media websites to help clients gain traffic from local search results.
Founder & Digital Publisher
WPCompendium.org
- Built and maintain every part of the site: development, design, digital management, content and marketing.
- Authored hundreds of tutorials. The work covered technical writing, research, editing, production, screencast recording and narration, and image editing.
- The site attracts about 3,500 visitors a month (Google Site Kit, 2026) and feeds visitors into the paid training products through email marketing and banners.
Founder
WPTrainMe.com
- Developed and authored the WPTrainMe WordPress tutorials plugin, which gives WordPress users tutorials inside their own dashboard.
- Built and ran every part of the business: web development and design, content, sales copy, affiliate programme, e-commerce integration, lead generation, sales conversion and digital automation.
- Marketing included sales copywriting, blogging, Google Ads, Facebook Ads, LinkedIn Ads, SEO, press releases, autoresponder marketing and customer-support systems.
WordPress Trainer, Author & Seminar Presenter
WordPress Training & Education / WPTrained.org
- Authored and self-published WordPress training guides and digital-business guides. They were available on Amazon Kindle and lodged with the National Library of Australia, and sold hundreds of copies over the years. Most have since been withdrawn from sale.
- From 2011 to 2013, ran free business seminars and paid hands-on WordPress workshops for local businesses, sponsored by The Hills Shire Council, Small Business NSW and the Learn2 training centre in Rouse Hill. There were about eight seminars, roughly quarterly, with 15–20 participants each.
- Free 4-hour seminars, for example Blog vs Website: Which Is Better for Your Business?, covering targeted traffic, organic search ranking, social media and mobile, visitor engagement, customer insights, and cutting web development costs.
- A series of four full-day, hands-on WordPress training workshops in Learn2's computer training rooms (up to 16 attendees each), teaching business owners to set up, configure, use and grow their own WordPress sites.
- Created the Infinite Content Creation email course.
- Provided web consulting, website building and management services to businesses of all sizes.
Stay-at-Home Parent & Home-Based Online Business Builder
Career break (self-employed)
- Built all of my WordPress training properties, including WPTrainingManual.com, WPCompendium.org, WPMasterclasses.com and a range of other WordPress sites.
- Created video training courses, an email course (Infinite Content Creation) and the WPTrainMe WordPress training plugin.
- Ran council-sponsored blogging and WordPress seminars and workshops for local businesses (2011–2013).
- Built websites for clients.
Business Systems Coach & E-commerce Strategist
Mr. A. Electrics / SparkyDirect.com.au
- Used the i-PC business system I developed to transform Mr. A. Electrics. It went from a self-employed electrician relying on on-and-off casual contractors to a business running 13 vans and keeping full-time staff all year round. The team grew from 5 to 13 people in about 18 months.
- Developed sales tools. Added a real-estate alarm-monitoring service as part of a year-round maintenance offer, which helped smooth out the business's feast-and-famine cycles.
- Developed and carried out an e-commerce strategy for SparkyDirect.com.au, an electrical wholesale e-commerce offshoot. Grew its sales revenue significantly through PPC and email marketing.
Business Coach & Guest Seminar Presenter
OneLife
- Guest business and seminar presenter at OneLife wealth-building strategy seminars.
- Trained OneLife clients using the i-PC business-coaching system.
Founder
Internet AdWorks
- Set up and managed dozens of Google AdWords campaigns, bidding on thousands of keywords and writing hundreds of ads to promote affiliate offers and client businesses.
- Researched markets for new online business opportunities. Created and promoted a downloadable information product for a niche market, with an automated lead-generation and sales system and a recruited team of affiliates.
- Planned and developed a network of "green living" websites: an online directory, a social community site, an article site, an e-book sales and lead-capture site, and an email course.
- Set up an e-commerce store for downloadable audiobooks and grew its affiliate base.
- Ran an eBay store selling consumer electronics and downloadable information products.
Founder & Principal Consultant
Online Strategic Services
- Developed an in-house CRM and online sales processes.
- Developed the business's sales system and reseller programme, including an affiliate reseller programme and sponsored seminar events (see WordPress Training & Education).
- Took Blog Management Services products to market, both directly and through affiliate resellers.
- Client work included: SparkyDirect.com.au: electrical wholesale e-commerce (see Mr. A. Electrics above).; EventMarquees.com.au (marquee hire): built a blog-marketing strategy on an optimised WordPress site, combining targeted content, SEO, social media integration, video marketing, automated content syndication and visitor-behaviour analysis.; Liquip.com (global fuel products): built a blog-marketing strategy to increase search presence for commercial-fuel keywords.
- Built successful inside-sales and customer-service systems and campaigns for real estate, electrical and other businesses.
- Developed hundreds of domains into websites and blogs with high rankings and regular traffic across many niches, including health, travel, finance, crafts, weddings, personal development and home decorating.
- Built the BeadHuddle.com online community and the Complete Bead Guide e-book, including its development, sales and affiliate programme. The e-book sold 5,000+ copies at US$9.95, and both businesses were sold in 2013.
- Created How To Create A Sales Scripts Tool Using MS PowerPoint, a sales training video course on Udemy (rated 3.8/5; now unpublished), handling web design, video, graphics, copywriting, sales automation and affiliate materials myself.
- Built and automated online communities, social media channels, email marketing campaigns, content management and advertising management.
Founder
Inter-Presence Corporation Pty Ltd (i-PC)
- Founded i-PC and built it as a fully documented business-coaching franchise system.
- Raised $120,000 from private investors and formed the company in early 2000.
- In 2001, attracted a proposed US$7.5 million offer from a Sydney venture capital firm. The deal eventually fell through.
- The company was registered with ASIC in October 2001.
- Went on to use the i-PC system to coach OneLife clients (2004–2005) and to transform Mr. A. Electrics (2006–2008).
- The company was deregistered in March 2011.
Website Sales, Direct Marketing & Sales Trainer
TeamGlobe International
- Built and trained a team of direct marketers selling websites and web technology.
Business Development (Export)
Kangaroo meat export venture (Australia–Brazil)
- Was part of a small entrepreneurial team that worked with a Brazilian government ministry to open up a kangaroo-meat export market from Australia to Brazil.
Graphic Designer & Desktop Publisher
AMP Society
- Did graphic design and desktop publishing for AMP's financial services and insurance department.
Interpreter & Translator (Portuguese–English)
Freelance
- NAATI-accredited Level 3 interpreter and Level 2 translator. These accreditations are no longer current.
- Official interpreter for the Brazilian women's basketball team, gold medallists at the world basketball championship held in Australia.
- Interpreter for the Brazilian men's Paralympic basketball team at the Sydney 2000 Paralympics.
- Worked extensively as a legal and medical interpreter.
Software & Business Trainer
English Business & Careers College
- Taught business software (Excel, dBase and Word) to large classes of students.
Portuguese Language Teacher
Private corporate tuition
- Gave private Brazilian Portuguese tuition to corporate and business clients, including company directors, general managers, a vice-president of Crédit Lyonnais and Air France staff.
Technical Proofreader
Fujitsu Australia
- Did technical proofreading in the publishing department.
Business Development (Export)
Kangaroo meat export venture, Australia to Brazil
- Was part of a small entrepreneurial team that worked with a Brazilian government ministry to open up a kangaroo-meat export market from Australia to Brazil.
Stay-at-Home Parent & Home-Based Online Business Builder
Career break
- Built all of my WordPress training properties, including WPTrainingManual.com, WPCompendium.org, WPMasterclasses.com and a range of other WordPress sites.
- Created video training courses, an email course (Infinite Content Creation) and the WPTrainMe WordPress training plugin.
- Ran council-sponsored blogging and WordPress seminars and workshops for local businesses (2011–2013).
- Built websites for clients.
Skills & Self-Assessment
Honest self-assessment — including acknowledged gaps.
Strong
Technical and instructional writing (tutorials, user manuals, documentation)
Content strategy and editorial calendar management
Editing and proofreading
Blog and editorial operations (briefs, workflows, publishing, content audits)
SEO content writing
Sales copywriting
Digital and self-publishing (e-books, Kindle, online courses)
WordPress site building and administration (no-code)
WordPress plugins, themes, Multisite, hosting, security, performance
WordPress training for non-technical users
WordPress e-commerce and digital product delivery
Website management (hosting, backups, licences, security)
Content marketing
Google Ads (AdWords) and PPC
Email marketing and autoresponders (AWeber, MailChimp)
Affiliate programme management
Lead generation and conversion funnels
AI-assisted software development (directing Claude Code and AI coding agents)
Product management and PRD writing
AI behaviour and prompt design (anti-sycophancy, structured outputs)
Business systems, processes and SOP documentation
Small-business coaching and transformation
Sales systems, sales scripts and sales training
Training, seminar and workshop presenting
Entrepreneurship and venture building
Course creation (video, screencasts, e-courses)
Screencast video production and narration (Camtasia)
Project and collaboration tools (Asana, Jira, Slack, Twist, Zoom, Help Scout)
Microsoft Office (Word, Excel)
Google Workspace
English · Native
Portuguese (Brazilian) · Fluent; former NAATI Level 3 interpreter and Level 2 translator
English (native)
Moderate
Managing writers and freelance contributors
Newsletter production
Creative writing (stage and radio plays)
Press releases and news distribution
Social media management (Facebook, X)
Facebook Ads and LinkedIn Ads
Analytics and performance reporting
Link building
Building Claude Skills and MCP integrations
Workflow automation (n8n, Relay)
Notion operational systems
SaaS business planning and financial modelling
Fundraising from private investors
Building and selling online properties
International business development (export)
Customer support systems
Classroom software training
Portuguese–English interpreting (legal, medical, sport)
Portuguese–English translation
Language teaching
Graphic design and desktop publishing (Photoshop, Illustrator)
Figma (template-based featured images)
Obsidian (knowledge-management system)
Gaps & Growth Areas
HTML, CSS and PHP
n8n troubleshooting and debugging
Software programming (writing code by hand)
Company tax, legal and corporate structuring
Formal management qualification
Corporate or enterprise employment
French · Basic (two years of university study; rusty)
French (basic; two years of university study; rusty)
I don’t write code by hand. I’m not a software developer or engineer, and I have no formal programming training.
I built the Profiled platform by directing AI coding agents with detailed product specifications. I review every change before it ships, and I understand how the system is designed and why. But I can’t write, debug or review code the way an engineer does, and I couldn’t pass a technical coding interview. Any role that needs hands-on programming, code review or technical architecture decisions made at code level is not a fit for me. Roles that need someone to specify, direct and ship software with AI tools are a good fit.
I have little experience working inside large corporate or enterprise organisations. My last in-house corporate role was in the 1990s.
Since 2000 I’ve worked for myself or as a remote contractor for small to mid-sized companies (Truckers Toy Store, WPMU DEV and RebelCode). I work best with autonomy, lean resources and fast decisions. I’m not practised at enterprise processes such as long approval chains, procurement, matrix reporting or office-based corporate routines. Organisations built that way would find me a slower fit than smaller, founder-led or remote-first teams.
I haven’t led large teams or managed managers, and I have no formal management qualification.
My direct people management has always been small-scale: a team of four writers at WPMU DEV, a direct-sales team at TeamGlobe, and contractors in my own ventures. I’ve coached business owners through growing their teams. For example, I helped an electrical business grow from casual contractors to 13 staff. But I’ve never been responsible for a large team, a department budget or layers of management myself. Roles that require running a department or managing other managers are beyond my experience.
No coding skills. I don't write code by hand, and I have no formal software-development training. I build software by directing AI coding agents with detailed specifications, and I build websites with no-code tools.
No formal software-development training; I rely on AI coding agents and no-code tools rather than writing code myself.
n8n troubleshooting. I know the basics of building workflows, but debugging complex workflows is still developing.
Debugging complex workflows is still developing.
Tax, legal and corporate structuring. I deliberately hand these to qualified professionals.
I deliberately hand these to qualified professionals.
No formal management qualification. My leadership experience is with small teams: a team of four writers, a direct-sales team, and my own ventures.
Leadership experience is limited to small teams and my own ventures.
Little corporate or enterprise employment since 2000. My recent employers were Truckers Toy Store, WPMU DEV and RebelCode, all small or mid-sized remote businesses. Most of my career has been self-employment.
Most of my career has been self-employment and small or mid-sized remote businesses.
Dated credentials. My NAATI interpreting and translating accreditations are no longer current, and my French is rusty.
The accreditations are no longer current and my French is rusty.
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