Carlos Arias

With over 25 years across software engineering and digital marketing, I build the systems behind marketing, not just the campaigns. I specialize in helping law firms grow, connecting SEO, paid media, websites, intake, CRM and automation into one engineered client-acquisition system. In recent years I have gone deep on AI and machine learning, with a focus on Generative AI, LLMs (OpenAI, Mistral, Anthropic), vector databases, embeddings and the full RAG pipeline, applied in real SaaS products for fraud prevention, identity verification and content generation. I bridge business strategy and technology to drive automation and measurable growth.

• Focus: Marketing engineering for law firms: SEO, AI search, websites, intake and automation built as one client-acquisition system.
• Industries: Law firms across personal injury, family law, bankruptcy and tax resolution, plus SaaS, fintech and service businesses.
• Track record: $1M+ in ad spend managed, a $1M ARR SaaS platform launched, and 25+ years shipping software and growth.

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Experience

1999 to present

Marketing Engineer

Jul 1999 to Present Now
CarlosArias&Co · Independent

Independent Marketing Engineer specializing in law-firm growth, combining software engineering, digital marketing, AI and data into systems that attract qualified prospects and convert them into clients.

• Engineer integrated marketing systems connecting SEO, paid media, websites, analytics, CRM, intake and automation.
• Develop technical and Generative SEO for visibility across Google and AI-powered search.
• Design and build websites, landing pages and custom software with PHP, databases, APIs and modern frontends.
• Build AI-powered workflows for research, content, reporting and lead processing using LLMs and automation.
• Implement analytics and attribution (GA4, Search Console, CallRail) tying spend to calls, leads and cases.
• Tailor strategy to each practice area across personal injury, family law, bankruptcy and tax resolution.

Digital Marketing Strategist & Web Developer

Jul 2025 to Sept 2026
Ten Golden Rules · Legal marketing

Led digital marketing strategy and technical execution for law firms across personal injury, family law, bankruptcy and tax resolution, functioning as a fractional Marketing Director.

• Built full-funnel strategies across SEO, PPC, Google Business Profile, Local Services Ads, conversion tracking and video/OTT.
• Oversaw more than $1M in ad spend with PPC partners, improving lead quality and acquisition efficiency.
• Focused on Generative SEO and AI search visibility to help firms adapt to changing search behavior.
• Directed overseas SEO, content and link-building teams and vendors through ClickUp and Notion.
• Managed WordPress builds, technical SEO, landing pages and A/B testing.
• Applied AI tools and n8n automation to streamline research, reporting and content operations.

Digital Marketing Director & SEO Specialist

Jan 2022 to Jan 2025
CreditGuard of America · Debt consolidation

Owned digital marketing for CreditGuard, a GNUSA sister company, building strategy, website and landing pages to grow leads and call-center volume.

• Built an SEO strategy that grew organic traffic 35% and improved lead generation.
• Launched email marketing reaching up to 70% open rates.
• Lowered CPA by 70% and increased lead conversion 30% across Google, Bing and Facebook.
• Ran link building and affiliate programs with an overseas team.
• Managed WordPress SEO, keyword audits and A/B testing; integrated Google Analytics and Search Console.

Lead Software Engineer II & WordPress Developer

Jun 2016 to Jan 2022
GNUSA · Fintech

Helped build and launch GNUSA's credit-reporting SaaS platform and maintain legacy code, growing it to over $1M ARR.

• Architected and engineered the GNUSA SaaS application for the credit-reporting industry.
• Integrated Equifax and TransUnion credit bureaus and payment gateways.
• Developed scalable PHP applications with complex API integrations.
• Managed database security, ERD design, restoration and compliance.
• Led overseas development teams and delivered platform features on time and on budget.

Chief Technology Officer (Fractional)

Jun 2016 to Jan 2017
GypsyNurse · Nursing staffing

Part-time CTO taking over development of a new staffing platform, managing an overseas team and aligning technology with the business vision.

• Grew the platform and delivered the launch on time and on budget.
• Built PHP applications and integrated third-party APIs and payment gateways.
• Managed database security, ERDs and compliance.
• Led overseas teams and reported budget and status to stakeholders.

Chief Technology Officer (Fractional)

Jun 2014 to Jan 2017
HealthCareForYou · Health insurance

Part-time CTO moving an insurance company from traditional to digital sales, integrating with Healthcare.gov to be first to market with online ObamaCare signups.

• Aligned the business with Healthcare.gov and launched online healthcare signups.
• Built PHP applications and integrated APIs and payment gateways.
• Managed database security, ERDs and compliance.
• Led overseas development teams and reported to shareholders.

SEO Specialist & Sr. FullStack Developer

Jun 2011 to Aug 2014
TouchSuite · Payments / SaaS

Built the SEO and web development department, moving the company from traditional to digital sales and marketing.

• Built and led the web development and SEO department to drive lead generation.
• Digitized the sales sign-up process by integrating Equifax and DocuSign.
• Developed scalable PHP applications and custom WordPress themes and plugins.
• Managed database security, ERDs and compliance standards.
• Hired and led SEO and dev teams and delivered high-converting landing pages.

Ventures

Built and running

Medellin.co

SaaS / Media
Started Oct 2022

The largest resource hub for Medellin, Colombia, used by thousands of locals, expats and tourists. I acquired the domain and built the platform and its growth.

• Custom WordPress development with Elementor and Crocoblock.
• SEO across 200+ pages, ranking roughly 70% of the site #1 on Google.
• Grew domain authority from 10 to 30.
• Custom PHP integrations into TikTok and Instagram, plus a criminal-report filing integration with law enforcement.
• Stripe checkout for advertisers, with content and sales strategy for local and international businesses.
• AI chatbot using an OpenAI LLM with a Zilliz vector database and OpenAI embeddings.

Verificaa.com

SaaS · ID verification & fraud prevention
Started Jun 2021

An ID verification and fraud-prevention platform for Latin America that lets people verify businesses and individuals. It has helped save money and even lives.

• REST API development with API key management.
• Integrations into police, business and government databases.
• Data mining that crawls and normalizes open data across Colombia and Latin America.
• Custom PHP dashboard with a complex user-management system.
• SEO-heavy WordPress front end with Stripe checkout.
• AI and LLM integration for a fraud-detection infrastructure.

Snoopi.io

SaaS · GeoIP & IP fraud prevention
Developed Mar 2015

A GeoIP location and IP fraud-prevention platform with a REST API for developers, rebuilt ten years later with a modern dashboard and site.

• WordPress development and a custom WordPress plugin.
• Real-time tracking script for websites and landing pages.
• Custom dashboard with Stripe subscription and invoice management.
• GeoIP and landing-page optimization with AI (in progress).
• Multi-platform product launch with email marketing.

Crypto AI Trading Bot

Private
Developed Mar 2022

A personal trading bot that follows my strategy, recently upgraded to use AI in its decision-making.

• Binance integration, moving to Bitfinex.
• Real-time charts and a custom buy and sell algorithm.
• Custom dashboard to manage trades.
• LLM-driven strategy and market monitoring.

Skills

Years in practice

Engineering

• Polyglot programming: 25 yrs
• .NET, ASP, PHP, Java, Python, Bash: 25 yrs
• React, TypeScript, JavaScript: 7 yrs
• Database design & architecture: 20 yrs
• API integration: 20 yrs
• Linux administration (L1/L2): 10 yrs
• Cloud architecture (Vultr, AWS): 10 yrs
• Cybersecurity & data protection: 10 yrs

AI

• AI prompting, LLM & AI integration: 2 yrs
• OpenAI, Mistral, Anthropic, Llama: 3 yrs
• Vector databases, embeddings & RAG: 2 yrs

Marketing

• Search engine optimization: 25 yrs
• Graphic design: 25 yrs
• Digital marketing: 20 yrs
• Traditional marketing: 20 yrs
• Digital marketing strategy: 15 yrs
• PPC (Google, Bing, Meta): 15 yrs
• UX & usability: 10 yrs
• Social media strategy: 5 yrs

Leadership & Business

• Technical team leadership
• Project management
• SaaS launch strategy
• Hiring & team development
• Agile & Scrum
• Technology & business alignment
• Product engineering

Tooling

Day to day

• Google Analytics
• Looker Studio
• Google Search Console
• Google Ads
• Bing Ads
• Meta Ads Manager
• Google Business Profile
• Local Services Ads
• CallRail
• Swydo
• Ahrefs
• SEMrush
• WordPress
• WooCommerce
• Magento
• n8n
• ZohoCRM
• Salesforce
• HubSpot
• Brevo
• SendGrid
• ClickUp
• Notion
• Trello
• Asana
• Jira
• Stripe
• Authorize.Net
• Photoshop
• Illustrator
• Figma
• Canva
• CapCut
• Metricool

Education

Computer Information Systems & Marketing (BA CIS)
DeVry University
Graduated May 2004

MIT Management / Blockchain Course
MIT
Feb 2022 to Mar 2022

Certifications

• Google Ads Certification: Jan 2024
• Magento 2.0 Certified: Mar 2022

The full version, on paper.

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