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DTC EcommerceProline Range Hoods & NaturesSeed
HawksBill: Live P&L & Reporting System
Built a real-time net revenue tracking system from scratch using AI
Context
Needed a unified view of marketing spend, real returns, and net revenue impact across all channels. No existing tool could connect WooCommerce, Intacct, Google Ads, Meta Ads, and Klaviyo into a single source of truth.
Constraints
- Multiple disconnected data sources
- No budget for enterprise BI tools
- Needed real-time data, not day-old reports
- Team needed to pivot fast based on returns
What I Did
- Built HawksBill from scratch using Windsurf AI and Next.js
- Created custom API integrations for WooCommerce, Intacct, Google Ads, Meta Ads, and Klaviyo
- Designed a live P&L dashboard tracking spend, real returns, and net revenue impact
- Implemented channel-level contribution margin tracking
- Built automated alerts for underperforming campaigns
Results
- Real-time visibility into marketing ROI by channel
- Reduced decision lag from days to hours
- Identified unprofitable campaigns within 24 hours of launch
- Team can now pivot tactics based on actual net revenue impact
- Single source of truth for all marketing and operational data
Artifacts
Live P&L DashboardAPI Integration Architecture
What I'd Do Next
Adding predictive modeling for budget allocation and automated campaign pausing