Portfolio · 2026

Team Lead, AI & Automation Engineering · Founder of Shema Studio

Senka
Ibrahimpašić

I design, build and lead the AI and automation systems businesses run on every day.

Fourteen years across the whole stack, from PHP, WordPress and Shopify to React, Next.js and Python, with an electrical engineering degree behind it. Today I lead a team of 12+ across development, QA and automation, and own the architecture, guardrails and production operations of the AI systems we ship.

Years across the full stack
14
People I lead across dev, QA and automation
12+
Clients and agency partners
50+
Job Success on Upwork, Top Rated Plus
100%

Contact

Sarajevo, Bosnia and Herzegovina

Available for new projects

Senka Ibrahimpašić · Portfolio01 / 08

02Services

Everything your business runs on, connected.

I set the architecture, lead the build and stay accountable for how it runs, from the website your customers see to the data your team relies on.

Where I focus today

  1. 01

    AI agents & agentic workflows

    Agent platforms built around your process, not off the shelf. Each agent owns one job end to end, runs on its own background worker, checks its work against code and a second model, and hands a person the decision when it matters.

    • Claude
    • OpenAI
    • Gemini
    • Multi-agent orchestration
    • Tool calling & MCP
    • Workers & job queues
  2. 02

    RAG & AI backends

    Retrieval that answers from your own documents and data: ingestion and chunking, embeddings, hybrid search and reranking, sub-RAG pipelines per knowledge domain, and fact checks in code so every answer stays grounded.

    • RAG & sub-RAG
    • Embeddings
    • Reranking
    • pgvector
    • Graph RAG
    • FastAPI
  3. 03

    Automation & monitoring

    Multi-step workflows across marketing, CRM and operations, plus monitors that check every workflow, group failures by root cause and flag the ones that quietly stopped running.

    • n8n
    • Zapier
    • Webhooks
    • REST APIs
  4. 04

    CRM, data & integrations

    Your site, ads, calls and CRM connected into one reliable flow: form mapping, lead attribution, deduplication and pipelines that never lose a lead.

    • Zoho CRM
    • HubSpot
    • GoHighLevel
    • Salesforce

Built on a full-stack foundation

  1. 05

    Analytics, tracking & CRO

    GA4 and Tag Manager set up properly, with eCommerce tracking, data layers and Consent Mode v2, then A/B testing and reporting that turn the data into decisions.

    • GA4
    • Tag Manager
    • Looker Studio
    • VWO
    • Optimizely
  2. 06

    Technical SEO & AI search

    Crawls and audits at scale, prioritized by real traffic. Structured data for Google and for AI answer engines, and migrations that keep your rankings.

    • Screaming Frog
    • Search Console
    • Schema.org
  3. 07

    Web, e-commerce & custom apps

    Fourteen years of custom WordPress themes, plugins and WooCommerce, plus Shopify, Webflow, and React or Next.js apps, dashboards and client portals.

    • WordPress
    • WooCommerce
    • Shopify
    • Webflow
    • Next.js
Senka Ibrahimpašić · Portfolio02 / 08

03Selected work

Systems running behind the scenes.

Agent platforms, automations and reporting systems I designed, built and led inside companies. Most can't be shared publicly, so client names are left out, but the numbers are real.

saved per month on subcontractors after an AI agent platform took over the work
$15k/mo
workflows (about 8,000 runs a month) monitored hourly. The first run found a lead-intake flow that was failing every time, and why.
60
issues found in nightly crawls of 2,500 URLs, ranked by real Google traffic
1,100+

AI agent platform

Hermes Agents: 15 AI agents running websites, SEO, leads & social

RoleLead AI engineer & architect

One app where 15 AI agents crawl, rewrite, link, fix schema, build pages and trace every lead from Google to the CRM across an elevator maker's nine websites, and write nothing a person has not approved.

  • Agents write from an approved knowledge library. Code rejects any number that is not in a retrieved fact.
  • Every write is approved by a person, read back and reversible.
  • 6 workers on a VPS take jobs from a queue and send results back to the app.
  • 350+ automated tests, with every write path tested offline.
  • Next.js
  • TypeScript
  • PostgreSQL
  • Claude Opus
  • OpenRouter
  • n8n
  • Zoho CRM
Fig. 1Click to enlarge

AI agents · Ad automation

AI ad engine: product feed to Meta, TikTok, Google & ChatGPT ads

RoleLead engineer: AI agents, backend, dashboard & DevOps

Turns a car-leasing broker's daily product feed into reviewed ads on four channels, and keeps them in line with the feed when prices change or deals end.

  • Feed, creative, copy and QA agents work in a fix loop, then hand off for human approval.
  • Prices never come from a model. Code fills in every figure.
  • Nothing reaches a live ad account without an explicit switch.

800+ automated tests run before every deploy.

  • Python
  • FastAPI
  • PostgreSQL
  • Playwright
  • Next.js
  • Docker
Fig. 2Click to enlarge

Data engineering · Dashboards

Ad spend reconciliation & client reporting dashboards

RoleData & full-stack engineer, built end to end

Pulls spend straight from the ad platform APIs, compares it with the agency's reporting per campaign and day, and flags the gaps that matter, ranked by dollar impact.

  • A six-stage pipeline: ingest, clean, validate, reconcile, analyze, report.
  • A human review queue. Corrections never change source data, so every number has a paper trail.
  • Password-protected dashboards for each client, with spend, pacing, trends and ROAS.

Reconciled 98.5% of spend on an $8M validation dataset and caught every seeded error.

  • Python
  • pandas
  • FastAPI
  • React
  • PostgreSQL
  • Cloud Run
Fig. 3Click to enlarge

AI · Web app · CRM integration

Render Request: phone photos to a photoreal elevator in your own home

RoleLead engineer & architect

A customer app where homeowners and dealers photograph a room on their phone, AI grades every shot on the spot, and a designer returns the elevator installed in their space, with each lead sent to Zoho CRM.

  • 7 steps from photos to request, all driven by one registry, with autosave and a hand-off from desktop to phone.
  • 3 verdicts on every photo: pixel checks first, then Claude vision.
  • No GPS tags kept: location data is stripped and photos stay in private storage.
  • An outbox with automatic retries means no lead is lost or duplicated.

87 automated tests plus a responsive audit, and live in production.

  • Next.js
  • React
  • TypeScript
  • PostgreSQL
  • Claude Sonnet
  • Vercel Blob
  • n8n
  • Zoho CRM
Fig. 4Click to enlarge

Senka Ibrahimpašić · Portfolio03 / 08

04Clients

44+ organizations, from fintech to nonprofits.

Websites, stores and experiments built directly or with agency partners like Mangrove Web. Every logo links to the live site.

Experimentation, CRO & product sites

Websites built & maintained

Senka Ibrahimpašić · Portfolio04 / 08

05Reviews

What clients and teammates say.

Recommendations from LinkedIn and client reviews from Upwork, where I hold a 5.0 rating across 38 reviews.

She gets any given ask instantly (even when getting chaotic verbal briefs from non-technical people) and brings all visions to life faster than I expect. … She is as much a technical mentor and guide as she is an executer. I count my lucky stars we were introduced and trust NO ONE else with my projects.

Arielle FullerFounder, Candor Club · Managed Senka directly · LinkedIn

We initially hired Senka for a Conversion Rate Optimization (CRO) role focused on data analysis and A/B testing, but she quickly proved valuable across many areas of our website operations. … She combines strong analytical thinking with the technical ability to actually implement solutions, which made a real difference for our team.

Upwork clientCRO, analytics & website operations · 5.0 rating, 2025–2026Upwork

Senka is one of the most versatile developers I've worked with. Her deep knowledge of front-end technologies made her an essential part of our dev team, but what truly set her apart was her ability to pair that technical proficiency with a strong understanding of user behavior and business goals.

Valerie PintarFront End Developer · Worked together for six years at Mangrove WebLinkedIn

As a client, working with Senka was a dream come true! She helped us navigate many complex, last-minute projects and is always able to diagnose tricky issues and help resolve them quickly.

Marisa BrazeltonExperimentation & Growth Analytics, Salesforce · ClientLinkedIn

As a project manager, I always knew I could count on her to meet deadlines and deliver outstanding results. She has an incredible knack for asking the right questions, ensuring no detail is overlooked, and consistently producing high-quality work.

Megan YarnallClinical Therapist & Implementation Manager · Managed Senka directlyLinkedIn

It was easy to work together and collaborate on complex website projects. She was also the go-to person for Google Analytics strategy & implementation and security best practices.

Marcella BechtelBuilding better systems & experiences · Managed Senka directly at Mangrove WebLinkedIn

From her knack for A/B testing to her unwavering commitment to accessibility, she's always brought a fresh perspective to our projects.

Ivana Corlija BogunovicFrontend Developer · Worked together for six years at Mangrove WebLinkedIn

Great freelancer. Got our work done quickly and accurately. Would love to work with again.

Upwork clientWeb design · 5.0 ratingUpwork
Senka Ibrahimpašić · Portfolio05 / 08

06Experience

Fourteen years, from building websites to leading AI teams.

  1. 2024 — Present

    Team Lead, AI & Automation Engineering, Pneumatic Vacuum Elevators

    Lead 12+ people across development, QA and automation, and own the company's AI and automation systems: custom agents, workflow automation, CRM and analytics integrations, a central data hub and the monitoring that keeps it reliable.

  2. Present

    Founder & Owner, Shema Studio

    A studio I run with six other specialists, building websites, automation and AI systems for clients and agencies.

  3. 2019 — Present

    Senior Web Developer, Mangrove Web Development

    Custom WordPress themes, Salesforce and HubSpot integrations, GA4 and GTM setups, React and Vue features, and accessibility work for nonprofits, foundations and tech companies. I also built the agency's CRO service from the ground up.

  4. 2020 — Present

    Top Rated Plus Freelancer, Upwork

    52 jobs and 1,300+ hours. 100% Job Success and a 5.0 rating from 38 reviews.

  5. Ongoing

    Developer (collaborator), Nova Studio

  6. 2021 — 2026

    Senior Web Developer, Parlay House

    Led the e-commerce platform rebuild (custom WordPress theme and plugins, WooCommerce payment flows and Shopify scaling), which grew site visits by 30%. Ran the analytics in GA4, GTM and Looker Studio.

  7. 2025

    CRO Expert, Gloross Shopify Experts

    A/B testing, GA4 and GTM tracking, heatmaps and funnel optimization for Shopify brands.

  8. 2021 — 2022

    CRO Strategist, Rowlo Media

    Built a CRO framework from scratch, covering research, A/B testing, statistical analysis and reporting.

  9. 2019 — 2020

    Frontend Developer, LambdaInsight

  10. 2017 — 2019

    Web Developer, Growth Rock

    Built A/B tests in VWO and Optimizely for high-revenue e-commerce clients, lifting conversion rates by up to 13%.

  11. 2016 — 2019

    Designer & Front-end Developer, Wydal

Education & certifications

  • Computer Science, Bachelor of EngineeringFaculty of Electrical Engineering, Sarajevo
  • Google Data Analytics CertificateGoogle, 2024
  • Copywriting and Product MessagingCXL, 2021
Senka Ibrahimpašić · Portfolio06 / 08

07About

An engineer who thinks like a business owner.

I'm an electrical engineer with a computer science degree and 14 years across the full stack: custom WordPress themes and plugins, WooCommerce and Shopify stores, React and Next.js apps, Python data pipelines, and years of A/B testing for e-commerce brands.

Today I lead a team of 12+ across development, QA and automation for a manufacturer, and own its AI and automation systems end to end. I stay hands-on: I shape the architecture with the team, review what we ship and mentor the people who build it.

Alongside that I run Shema Studio with six other specialists, and agencies bring me in as their technical partner when a project needs someone to make the call and carry it through. More than 50 clients have trusted me with their work so far.

How I work

  1. Hands-on leadership

    I shape the architecture with the team, review what we ship and keep the bar high as the team grows.

  2. Staging first

    Nothing touches your live site or CRM without approval, and every change can be undone.

  3. Your data stays yours

    Personal data and API keys never reach an AI model, and that is tested, not assumed.

  4. Tested and documented

    Tested business logic, cost tracking on every model call, and plain-language docs your team can actually use.

Toolbox

AI agents
  • Claude
  • OpenAI
  • Gemini
  • OpenRouter
  • Multi-agent orchestration
  • Tool calling & MCP servers
  • Structured outputs
  • Maker-checker loops
  • Human-in-the-loop approvals
  • Evals & run replay
  • Cost tracking per model call
  • Vision & image models
  • Browser agents (Playwright)
RAG & AI backends
  • RAG pipelines
  • Sub-RAG per knowledge domain
  • Chunking & embeddings
  • Hybrid search & reranking
  • pgvector
  • Vector & graph databases
  • Knowledge libraries & fact cards
  • FastAPI
  • Node & Python workers
  • Postgres job queues
Automation & CRM
  • n8n
  • Zapier
  • Zoho CRM
  • HubSpot
  • GoHighLevel
  • Salesforce
  • CallTrackingMetrics
  • ClickUp
Analytics, CRO & SEO
  • GA4
  • Google Tag Manager
  • Consent Mode v2
  • Looker Studio
  • Google Ads
  • VWO
  • Optimizely
  • Split.io
  • Screaming Frog
  • Search Console
Development
  • TypeScript
  • JavaScript
  • React
  • Next.js
  • Vue
  • Node.js
  • Python
  • PHP
  • Laravel
  • PostgreSQL
CMS & e-commerce
  • WordPress
  • Gutenberg & ACF
  • WooCommerce
  • Shopify
  • Webflow
  • Contentful
  • Elementor
DevOps
  • Docker
  • Vercel
  • Google Cloud Run
  • Linux & VPS
  • GitHub Actions
  • Traefik
Senka Ibrahimpašić · Portfolio07 / 08

08Contact

Tell me the task your team repeats every week.

Or the number you can't trust. I'll show you the system that fixes it. I usually reply within a day.

Based in
Sarajevo, Bosnia and Herzegovina, working remotely
Elsewhere
Status
Available for new projects