CEO and Founder, Fidget Labs
Craftsmanship with Compassion
Twenty years of transforming enterprises through MACH architecture, composable commerce, and AI enablement. I bring a human-centered approach that puts people first.
Stirling Castle, Scotland
About
Building Digital Futures, One Transformation at a Time
I'm Kerrigan Baron, and I've spent the last two decades helping enterprises untangle complexity and build digital experiences that actually work. As the CEO and Founder of Fidget Labs, I lead a consultancy that specializes in MACH architecture, composable commerce, and practical AI implementation.
My career has taken me from agency floors to enterprise boardrooms, delivering over $45 million in successful implementations across industries like healthcare, insurance, retail, and technology. I've worked hands-on with platforms like Contentful, Contentstack, Commercetools, and Netlify. Not just advising. Building.
But here's what matters most to me. Creating environments where every voice is heard. Technology is only as good as the people behind it, and I believe in uplifting diverse perspectives to build solutions that serve everyone. Whether you're a Fortune 500 or a growing B2B, I bring the same commitment to craft and care.
Expertise
Expertise in MACH and AI
The future of enterprise technology is composable. Modular, flexible, and built to evolve. I help organizations move beyond monolithic constraints to architectures that accelerate innovation and reduce technical debt.
Forth Bridge, Scotland
MACH Architecture
Microservices, API-first, Cloud-native, and Headless. I design and implement composable architectures that let you choose best-of-breed solutions without vendor lock-in. The result is systems that scale with your business, not against it.
Composable Commerce
From Commercetools to BigCommerce, I architect commerce solutions that unify your customer experience across every channel. Flexible, fast, and built for the way people actually shop today.
AI Enablement
AI should deliver real value, not sit on a roadmap as a buzzword. I integrate intelligent automation, predictive analytics, and AI-powered content management into your existing stack with clear ROI and measurable outcomes.
Digital Experience Strategy
Before the code comes the plan. I provide comprehensive digital audits, transformation roadmaps, and product strategies that align technology decisions with business goals. No surprises. Just clarity.
Active contributor to the MACH Alliance, including serving as AI Exchange Hackathon Delivery Lead for initiatives positioning the organization at the forefront of AI implementation.
Penrhyn Castle, Wales
Case Studies
Proven Results Across Industries
A selection of transformations that moved the needle. From healthcare networks to insurance giants to global technology companies.
Across roles at Valtech and Merkle, I've driven measurable impact at scale: landing ~$21M in MACH revenue in a single fiscal year while developing partnership accelerators that generated ~$14M in pipeline interest. A user journey visualization I crafted was utilized in 26 RFPs, contributing $24M in revenue at a 77% close rate. From re-igniting client trust at Trimble to overseeing global enterprise delivery for AstraZeneca, Corteva, Plaid, US Foods, and REI, I've led teams of 50+ across engineering, program, and marketing disciplines to consistently exceed expectations.
85%
faster site speed
National Veterinary Associates
Challenge
Managing 1,000+ veterinary practice websites while maintaining top-tier SEO performance across the entire network.
Approach
Led a strategic composable team through partnership pre-sales and a focused 12-week implementation. Unified content management without sacrificing local customization.
Results
- 85% increase in site speed
- Lighthouse scores exceeding 90/100
- Finalist for MACH Impact Awards
$9M
in sales from personalization
Gerber Life Insurance
Challenge
Disparate, inefficient data processing systems creating bottlenecks and limiting marketing personalization capabilities.
Approach
Architected and delivered a cloud-based data lake with a focus on data integrity. Unified customer data streams for actionable insights.
Results
- 50% improvement in processing speed
- 40% reduction in operating costs
- $700K in growth plus $9M in sales
30%
increase in unique traffic
Trimble Inc.
Challenge
A "black market of websites" across the enterprise. Inconsistent branding, fragmented experiences, and no unified voice.
Approach
Created a scalable composable design system using Contentful, Netlify, and Gatsby. Prioritized speed-to-market and brand consistency.
Results
- 18% reduction in bounce rate
- 30% increase in unique site traffic
- 22% QoQ customer satisfaction improvement
Speaking & Writing
Sharing What I've Learned
Conference stages, podcasts, and the written word. I believe in giving back to the community that shaped my career.
Tower Bridge, London
"How Agencies Help Enterprises Go Composable"
Co-presented with Tyler Barnard, Director of Product Management at Trimble. We shared the real-world journey of enterprise MACH transformation. The challenges, the buy-in process, and the wins.
Watch the SessionLatest from Focal Point
Insights on digital transformation, MACH architecture, and building technology with purpose.
What 3D Printing Can Teach Us About AI Enablement
A practical guide to avoiding expensive mistakes in AI adoption.
Read More MACH · Composable · DXPThe Evolution of Digital Experience: From CMS to DXP to MACH to… What’s Next?
Tracing two decades of platform evolution—from monolithic CMS to composable MACH architecture—and why AI agents are the next frontier.
Read More AI · ProductivityHow to Effectively Apply AI in Your Work in 2026
Practical strategies for integrating AI tools into daily workflows—start with your own ideas, lean into hallucinations, and empower your creatives.
Read MorePlatform Expertise
Trusted Technologies
Deep, hands-on experience with the leading MACH-certified platforms and modern infrastructure providers.
Let's Build Something Together
Whether you're untangling a legacy monolith, planning your first MACH implementation, or figuring out how AI fits into your roadmap, I'd love to hear about your challenge.
Every engagement starts with a conversation. No pitch decks. No pressure. Just two people talking about what's possible.
