About
I didn't start out as a CRM administrator.
I worked in marketing, sales, and demand generation first. That meant living with the problems CRM and RevOps are supposed to solve — from the user's side of the screen.
Over time my work moved deeper into the infrastructure behind those problems. Today I work across HubSpot, CRM architecture, data operations, automation, and RevOps to make those environments easier for revenue teams to run.
I work independently through Qualimatch, so you work directly with the person designing and building your CRM environment.
What I used to deal with
- ×Unreliable CRM data
- ×Leads going to the wrong place
- ×Lifecycle stages that don't reflect reality
- ×Marketing and sales working from different information
- ×Disconnected tools
- ×Reporting nobody fully trusts
- ×Spreadsheets and manual work covering for broken processes
Now I fix them.
How I think about the work.
01
Understand the process before automating it
Automation should reinforce a good process, not make a broken one run faster.
02
Fix the data before trusting the reporting
Dashboards are only as reliable as the CRM structure underneath them.
03
Build around how people actually work
A technically perfect workflow is useless if the team can't realistically use it.
04
Make complexity easier for the person in the CRM
Good architecture reduces operational friction instead of exposing users to more of it.
Different stages. Same approach.
My work ranges from untangling an enterprise CRM to building marketing infrastructure from scratch — connected revenue stacks and AI-assisted data operations in between. The company's maturity changes. The way I approach it doesn't.
See How I Work →- 01Understand the process
- 02Structure the data
- 03Connect the tools
- 04Automate the work
- 05Create visibility