Business Systems Architect
CRM, Data Strategy & AI Enablement
Your CRM should be the foundation your business operations run on
When it's not, everything breaks.
Bad data. Disconnected tools. Reports nobody trusts.
The system should eliminate work, not create more of it.
My Framework
Start with high-signal data, not volume.
Data is scored, validated, and deduplicated before it moves forward.
Structure is defined early so the CRM isn’t fixing problems later.
CRM
Clean, no duplicates or orphaned records.
Structured, records progress predictably.
Tool-agnostic, built to outlast the stack.
Automation handles routing, triage, and task generation.
Work happens inside systems, not across inboxes and spreadsheets.
Reporting and AI sit on top of clean data, not patched workflows.
Tools are commodities.
System design and data quality aren't.
How I Design & Fix Systems
CRM Architecture & Systems Design
When your CRM is structurally unsound, everything downstream breaks.
- Data model and schema design
- Security architecture and access enforcement
- Automation architecture, trigger design, execution order
- Full system audit and remediation
Data Quality & Enrichment Strategy
When your data can't be trusted, nothing built on top of it can be either.
- Large scale deduplication
- Enrichment architecture and pipeline
- Data lifecycle design, freshness, scoring, validation
- Data transformation, SQL, LookML, Datablend
Revenue Systems & Process Architecture
When your operations can't scale and everything is manual.
- RevOps pipeline redesign, stage compression, lifecycle mapping
- Business process design and team task-split / ownership
- Cross-platform integration, with and without middleware
- Operational reporting, dashboard design, KPI centralization
AI Systems & Operational Enablement
When AI is a goal but your systems & processes aren't ready.
- AI tool evaluation and use-case feasibility
- Agent design and implementation, model selection
- Business process redesign to enable AI workflows
- Knowledge architecture for grounded outputs
Projects
AI Case Triage Agent for Tier-1
Triage agent that scans resolved cases and writes resolution steps back to Salesforce automatically.
Deduplication of 1.2M Salesforce Accounts
Custom matching logic to merge 42K records across a PE firm's global prospect database.
25-Stage Pipeline Compressed to 5
Compressed a chaotic sales pipeline into 5 automated stages. 100+ policy sales in month one.
Experience Cloud Portal Launch
Feature-rich portal for 250 executives delivered solo in 25 days. SSO, content hub, discussion groups.
Battery Loan Program
Service Cloud app for outage-response battery dispatch. Automated inventory, CSAT surveys, 5/5 client score.
Looker BI Enablement
Onboarded 30+ clients to Looker via hands-on Co-Dev sessions. Boosted dashboard performance by 40%.
Start a conversation
Have a project in mind or want to explore working together?