I design and operate the systems that connect marketing, sales, CRM and analytics, so teams can see what is producing revenue and what only looks like it is.
Across 7+ years, split between a multi-brand marketing role and the business I co-founded, I have turned scattered campaigns, tools and processes into systems a team can actually run. My work sits where commercial strategy meets systems ownership: attribution, lead flow, automation, data quality and the operating process around them.
Today that includes the paid and technical side of marketing across seven brands and five markets, alongside management of a call-centre team and cross-functional work with sales, design, IT and leadership.
- Revenue measurement from acquisition spend through qualified pipeline and closed sales
- CRM architecture, lifecycle workflows, lead scoring, routing and follow-up
- Conversion tracking, digital attribution, GA4, server-side tracking and offline conversions
- Paid acquisition and the operating systems around Google Ads and Meta
- AI-assisted customer handling, internal workflows and search-visibility measurement
- Data-quality controls that catch reporting and automation failures before decisions are made from them
| Project | What it does | What it demonstrates |
|---|---|---|
| MarTech Verify | Audits local marketing and RevOps exports for PII leaks, broken UTMs, conversion gaps and lead-routing failures. | Evidence-based diagnosis across systems, with deterministic checks, redacted output and no connectors or API keys. |
| MarTech Change Guard | Preflights bulk CRM changes, supports canary plans and verifies the result against a fresh export. | Safe change design: impact assessment, explicit approval points, verification receipts and rollback evidence. |
| Nebius Growth Engine | Combines an inbound lead engine with an AEO monitor for measuring brand visibility inside AI-generated answers. | Lead enrichment, scoring and routing; cost-aware API orchestration; and measurement that separates absence from failed collection. |
MarTech Verify and MarTech Change Guard form one operational loop: diagnose a problem, plan the change, approve it, then verify what actually happened.
I define the business problem and measurement contract first, then design the workflow and direct AI-assisted implementation where it speeds up delivery. The finished system still has to be testable, explainable and usable by the people operating it.
Most of my production work lives in private company systems. The public projects above use synthetic or redacted data and contain no client code, customer data or internal credentials.
RevOps & MarTech: CRM workflows, lifecycle automation, webhooks, APIs, Google Tag Manager, GA4, Meta CAPI, offline conversions, attribution and reporting
Acquisition & conversion: Google Ads, Meta Ads, landing pages, conversion optimisation and lead-quality measurement
Build & delivery: Python, TypeScript, Next.js, Supabase, WordPress, GitHub Actions, Claude Code and Codex