Roberto Cinetto

Senior full-stack developer. WordPress block architecture, WooCommerce, and Next.js builds for agencies and founders.

Fifteen years shipping web work that moves business numbers, eight of them running my own development company.

Book a 30-minute call (opens in a new tab)roberto@robertocinetto.com

North Vancouver, BC · Pacific time · Currently taking on select freelance and white-label projects

Roberto Cinetto, freelance WordPress and Next.js developer based in North Vancouver, BC

Outcomes

  • +200%

    quote requests (Italian manufacturing client)

  • +80%

    quote requests (franchise network)

  • +65%

    sales (custom CRM built around the client’s sales workflow)

  • +40%

    sales (e-commerce UX rebuild)

Measured results from shipped projects, not estimates.

What I do

Three kinds of work

  • Custom WordPress & block architecture

    Gutenberg and ACF block systems built properly (server-rendered first paint, no page-builder dependency, maintainable by whoever inherits them). WooCommerce at scale, including Memberships, Subscriptions and LMS platforms.

  • Headless & migrations

    Moving WordPress sites to Next.js and headless CMSs like Sanity, and migrating legacy content and product data into structures that hold up. Including large, messy imports.

  • AI integration

    RAG assistants over your own documents, LLM data and content pipelines, and workflow automation added to existing web products (including local models where privacy matters).

Selected work

Three builds, anonymised

130,000 products, multiple supplier APIs, one store

An e-commerce business needed to sell the combined catalogues of several suppliers, each with a different API, format and update schedule. I built the aggregation and normalization pipeline in Python, mapped it into WooCommerce, and kept it in sync automatically. Then I rebuilt the storefront UX around how people actually searched it.

Stack

  • WordPress
  • WooCommerce
  • Python
  • MySQL
  • Linode

Result: +40% sales from the UX work, +65% from the campaign work that followed.

A quote system that tripled enquiries

A manufacturer’s site described their products well but gave visitors no way to ask for a price without picking up the phone. I designed and built an integrated quote-request flow around their actual product configuration, wired into how the sales team already worked.

Stack

  • Ruby on Rails
  • JavaScript

Result: +200% quote requests, their primary business goal.

Custom CRM built around an existing sales workflow

Rather than fitting the client into off-the-shelf software, I spent time mapping how their sales process actually ran and built a CRM around it, so the tool matched the work instead of the other way round.

Stack

  • Ruby on Rails
  • PostgreSQL

Result: +65% sales.

White-label

How I work with agencies

Senior capacity you can put on a client project without changing how your team already runs.

  • White-label by default. Your client never knows I exist.

  • No contact with your client. Everything routes through you.

  • Fixed weekly capacity, agreed up front. I’d rather under-commit and be there in six months.

  • One async update per week, plus a flag the moment something looks like it will slip.

  • MSA and per-project SOW, non-solicit both ways.

  • Senior enough not to need hand-holding. You scope it; I ship it.

Background

Since 2009

I’ve been building for the web since 2009. From 2012 to 2020 I ran Megiston, my own development company in Italy, which is where I learned that clients buy outcomes rather than code. I moved to Canada in 2020 and I’m currently a senior developer at a Toronto digital agency, working daily in custom WordPress block architecture, WooCommerce and Next.js.

I’m Italian and Canadian, work in English and Italian, and I’m on Pacific time (which happens to overlap nicely with the US West Coast).

Need senior capacity?

If you’ve got a build that’s too technical for your team, a deadline that slipped, or a product that needs AI features adding — tell me what you’re working on.

Book a 30-minute call (opens in a new tab)roberto@robertocinetto.com