I’m a systems optimizer with experience across CRM, lifecycle, customer operations, analytics, automation, technology, and digital operations.
Most of my career has been spent working in the spaces between departments — where customer experience, systems, process, data, and ownership collide.
How I got here
I started in entrepreneurial environments where the work was rarely neatly divided. Acquisition affected CRM. CRM affected customer care. Customer care exposed process failures. Analytics changed how we prioritized. Platform limitations changed what was operationally possible.
From execution to systems
Over time, my work expanded from executing campaigns and customer programs into understanding the systems behind them — how data flows, how teams hand work off, where customers encounter friction, and where processes fail because ownership or measurement is unclear.
That shift is what moved me away from thinking of myself as a marketer. Marketing is one environment I’ve worked in. Optimization is the through-line.
What that means in practice
- I look for root causes before recommending tools.
- I care about customer effort, not just channel performance.
- I prefer systems that are measurable, maintainable, and clear about ownership.
- I use automation to remove unnecessary work, not to automate chaos.
- I am comfortable working across functions when the problem does not belong neatly to one team.
The work has never stayed in one lane
I’ve worked across entrepreneurial and enterprise environments, from multi-brand customer operations serving millions of customers to regulated digital businesses with complex lifecycle, governance, and measurement requirements.
Areas I’ve worked across
- CRM and lifecycle operations
- Customer journeys and retention
- Acquisition and retargeting
- Customer care and service systems
- Analytics and reporting
- Automation and workflow design
- Platform evaluation and implementation
- Cross-functional process and governance
The common thread: understanding how the pieces influence one another — and where the system creates unnecessary friction.
How I work
I tend to start by understanding what is actually happening before deciding what should change. That means looking at the process, the customer behavior, the data, the systems involved, and who owns each part.
What I value
- Clear ownership Honest measurement
- Simpler customer journeys
- Systems that reduce unnecessary effort
- Automation with a real purpose
- Documentation people can actually use
- Decisions based on what is happening, not what everyone assumes is happening
My default question: What is the system teaching people to do?
Tools change. Systems thinking doesn’t.
I’ve worked across a long list of CRM, automation, analytics, customer-service, ecommerce, advertising, project-management, and communications platforms over the years. The specific tools changed constantly. My approach did not: learn the system, understand the full customer and operational flow, build the process, document it, and improve it.
In smaller entrepreneurial environments, that often meant moving across functions because I could connect the pieces — CRM, follow-up, subscriptions, call-center operations, acquisition, customer support, analytics, payments, and internal workflows — instead of treating them as separate problems.
Platforms I’ve administered, implemented, or worked deeply in
CRM + Lifecycle
Infusionsoft / Keap, 1AutomationWiz, Konnektive, GoHighLevel, Optimove, Constant Contact, GetResponse, Sendlane, Campaign Monitor, Maropost, Klaviyo, Drip, Mailchimp, ActiveCampaign
Customer Service + Contact Center
Zendesk, SnapEngage, Help Scout, Freshdesk, Five9, RingCentral, Twilio, 8×8, CallFire, ringless voicemail and SMS reminder systems
Commerce + Payments
ClickFunnels, 1ShoppingCart, LimeLight CRM, Shopify, WooCommerce, Stripe, PayPal, Authorize.Net, WishList Member
Analytics + Acquisition
Google Analytics, Google Tag Manager, Meta Business Manager / Ads, Google Ads / AdWords, Taboola, Outbrain, tracking and pixel implementations
Email Infrastructure + Deliverability
SendGrid, Mailgun, SMTP services, Return Path, Litmus, email verification and list-cleaning platforms
Web + Conversion
WordPress, Leadpages, Unbounce, OptimizePress
Project + Operations
Basecamp, Asana, Trello, Monday.com, ClickUp, Smartsheet, Wrike, Microsoft Teams, Slack
The important part isn’t the list. It’s that I’ve repeatedly had to learn unfamiliar systems quickly, understand how they affect the larger operation, and turn them into processes other people can actually run.
Want the full picture?
The resume has the chronology. This site is meant to show how I think, what I’ve worked across, and the kinds of problems I’m most useful solving.