Founder
Kaustav Acharya
Twenty years building the systems between a business and its customers: the website, the forms, the call tracking, the CRM, and the report that shows which ad dollar turned into revenue.
20+
Years building software
$24M+
A year in ad spend, instrumented
85%+
Lower cost per acquisition
Background
I have been building for the web for twenty years, and for the last eight I have run the technical side of marketing at law firms that advertise heavily. Today that means a program spending more than $24 million a year on ads, and everything it depends on: the website, the forms, the call tracking, the CRM, and the reporting that follows a click all the way to a signed case.
Most of that work is making five systems agree about what happened. Where the vendor tools fell short, I built our own: one platform that puts Google Ads, call tracking and Salesforce side by side with live pacing and forecasting, and another that catches duplicate leads, billing errors and broken tracking before anyone pays for them.
I started artisanal software to do the same work for any business whose problem does not fit the standard tools. You talk to me, not an account manager. I scope it, I build it, using AI where it saves you time, and I review every line before it ships. If a spreadsheet would do the job, I will tell you that instead.
Experience
Apr 2024 – Present · Newport Beach, CA
Sweet James Accident Attorneys
Head of Digital Infrastructure
- Own the technical layer connecting marketing, intake, web, analytics, call tracking and Salesforce/Litify, and set technical direction for paid media across PPC, LSA, Meta and lead-generation partners.
- Built an internal PPC intelligence platform on Azure with Python, Flask and Supabase, unifying Google Ads, Invoca and Salesforce/Litify data behind live pacing, forecasting, anomaly detection and AI-assisted analysis.
- Built a lead auditing and reconciliation platform that surfaces duplicate leads, vendor billing discrepancies, attribution errors and intake failures across paid and organic channels.
- Own attribution end to end: Enhanced Conversions, offline conversion imports, click-ID and UTM persistence, dynamic number insertion and CRM feedback loops, audited continuously for tracking failures, blocked traffic and click fraud.
- Architected asynchronous lead delivery across WordPress and Gravity Forms with retries, failure alerting, audit trails, phone validation and bot mitigation.
- Led conversion-rate and performance work across the main sites and landing pages. One Free Case Evaluation A/B test lifted form conversion 27%, alongside a material cut in load time.
- Built Salesforce/Litify workflow tools, middleware and embedded applications, including a Canvas-based lien negotiation and reconciliation workflow.
- Hardened internal and public applications with authentication, authorization, rate limiting, SSRF protection, session security and secure headers, reviewed against TCPA, consent and privacy requirements.
May 2021 – Apr 2024 · Beverly Hills, CA
Carpenter & Zuckerman
Director of Digital Marketing
- Led the in-house digital function: paid media, web development, analytics, SEO, CRM integrations, and agency and vendor management.
- Implemented and optimized PPC and LSA strategy across multiple California markets, cutting overall cost per acquisition by more than 85%.
- Built attribution and KPI reporting from marketing source through signed case in Salesforce/Litify and Google Data Studio, and managed a seven-figure annual advertising budget.
- Led a WordPress-to-GatsbyJS migration and rebrand with minimal SEO disruption, building middleware and integrations across the marketing stack.
- Partnered with IT and content teams on Litify/Salesforce efficiencies, Marketing Cloud journeys, SMS integrations and conversion testing.
Feb 2018 – May 2021 · Los Angeles, CA
Wilshire Law Firm
Web Solutions Architect
- Owned web architecture, DevOps and conversion-focused development across the corporate site and PPC properties, including WordPress, Hugo, Netlify and GatsbyJS migrations.
- Led a server migration, security hardening and backup architecture after prior systems were compromised, improving resilience against DDoS and other attacks.
- Implemented Invoca call analytics and Five9/Salesforce integrations, including metadata pass-through and a Laravel API relay into Litify with custom reporting.
- Directed technical SEO through major platform migrations, covering schema, crawling and indexation, and Search Console, while preserving rankings.
- Served as interim marketing department lead: hiring technical and creative talent, managing contracts, planning media spend and overseeing major projects.
Dec 2015 – Feb 2018 · San Clemente, CA
Taylor Digital
Project Lead / Developer
- Led client web projects and development teams across WordPress, Magento, Shopify, Squarespace, WooCommerce, PHP, Laravel and JavaScript, owning technical delivery, budgets and client communication.
Tools
Cloud & data
Azure · Supabase / PostgreSQL · MySQL · Kinsta · Netlify · Git / GitHub
CRM & intake
Salesforce / Litify · Lead Docket · Marketing Cloud · Invoca · Five9 · Lead routing & intake automation
Web & front end
WordPress / Elementor / Gravity Forms · Next.js / React · GatsbyJS / Hugo · JavaScript
Engineering
Python / Flask · PHP / Laravel · API design & middleware · Event-driven pipelines · AI-assisted development
Analytics & attribution
GA4 / GTM · Google Ads API · Meta · Enhanced Conversions · Offline conversion imports · Click-ID & UTM persistence · Dynamic number insertion
Security & compliance
AuthN / AuthZ · Rate limiting · SSRF & session hardening · Bot & fraud mitigation · TCPA & consent
Education and advisory
Jul 2024 – Present
University of San Francisco, School of Management
Industry Advisor, Digital Marketing Certificate Program2024
University of San Francisco, School of Management
Certificate of Digital Marketing2022
Massachusetts Institute of Technology xPRO
Discovering and Implementing Your Leadership Strengths2019
Google
Advanced Google Analytics Certification