I turn slow, manual work into systems that run on their own.
6+ years building CRM, automation and AI systems for marketing and revenue teams. I find the bottleneck, map the process, then build the tool that removes it. That covers everything from HubSpot–Salesforce architecture to complete internal apps.
Problem first. Tools second.
Most teams don't need another platform. They need someone to find where the hours go, then fix that one thing properly. Every project I take on follows the same five steps.
Find the bottleneck
Sit with the people doing the work. Time the manual steps. Find the one that costs the most.
Map the process
Draw the flow end to end before building anything. Agree on the source of truth for every piece of data.
Build the system
A workflow, an integration, or a full app. Whatever is smallest and actually removes the problem.
Make it safe to run
Access control, logging, retries, and clear rules for what happens when something fails.
Measure and hand over
Before and after numbers, documentation, and a runbook so the team owns it without me.
Four apps. Four problems solved.
Internal products I designed and built on my own for a luxury real estate group operating in Dubai, Abu Dhabi, Saudi Arabia and the UK. Each one started as a slow, manual process.
Marketing Hub Connect
Spend sat across 25+ accounts, four regions and three currencies, and nobody could say what each property or agent was getting. So I built one platform that answers it.
Community Center Manager
Meta offers no way to manage WhatsApp groups in bulk, so running 1,900+ broker groups meant hours of copy and paste and a real risk of getting blocked. Now it's one controlled, queued workspace.
LazyRush
Every blog post took seven manual steps across four regional blogs and two languages. Now a Google Doc goes in and a finished HubSpot draft comes out.
Property Valuation Desk
Valuations were built from scattered data, and asking prices got mixed up with achieved prices. I built an explainable pricing engine that goes from the numbers to a finished client pack.
More systems, in brief.
Automations, integrations and growth engines that don't have their own page yet.
Enterprise HubSpot–Salesforce integration
Sync rules, lifecycle automation and reporting across 4 organisations and 6+ custom objects each, at millions-of-records scale.
Speed-to-lead engine
Automated engagement and assignment. First response in 5 minutes, and average agent response down from about 24 hours to about 2.
AI lead intelligence & scoring
Combines enrichment, company turnover, seniority, data validity and wealth signals to flag high-value prospects minutes after they submit.
ICP-driven outbound engine
Finds target companies and senior decision-makers, enriches them, then feeds email, Google Ads, Meta Ads and WhatsApp campaigns.
CRM-to-ad-platform conversion sync
Feeds real CRM outcomes back to ad platforms so they optimise for quality, stage by stage. Lower spend, better leads.
Data capture & tracking overhaul
Cleaned up data hygiene and event tracking, which gave us ten times more usable customer data for segmentation and journey analytics.
Answer Engine Optimisation
Optimised the company site for AI answer engines, and built prompts to track how visible the brand is in AI search.
Founded and ran a digital agency
Built a 10-person team delivering CRM, web and e-commerce systems, and closed new business at a 90% conversion rate.
Outside the day job.
Independent projects where I own the whole problem, from process design to handover.
AI-assisted HVAC estimator
Redesigned quoting so a drawing PDF becomes a priced estimate in one workspace, and sales can quote during site visits.
Zoho revenue stack, end to end
Replaced disconnected tools with one connected Zoho system, from lead capture and nurture to payments, courses and invoicing.
From agency founder to owning the stack.
Current
Senior Marketing Automation Specialist
- Lead the MarTech and CRM systems function, reporting directly to the CTO and managing one direct report.
- Own CRM architecture, customer data, automation, integrations and solution design across 4 regions.
- Designed and solo-built 4 internal apps now used by marketing, editorial, operations and valuation teams.
- Cut lead first response from 24 hours to 5 minutes and increased customer data capture 10x.
Freelance
Process & Automation Consultant
- Redesigned the quoting process for an HVAC contracting company and built an AI-assisted estimator that turns drawing PDFs into priced estimates.
- Took output from 5 to 30 quotations a day, and let the sales team quote during urgent site visits without a backend estimator.
- Oct – Dec 2025: moved a corporate training company from disconnected tools to one Zoho revenue system, saving $5,000+ a year in software with 100% lead source accuracy.
Inbound Marketing Specialist: CRM Onboarding & Automation
- Architected CRM onboarding and automation for enterprise clients across HubSpot's Sales, Marketing, Service and Operations Hubs.
- Integrated CRMs with third-party tools through Zapier and REST APIs, and led data migration and cleansing.
- Built reporting architecture and dashboards for pipeline and funnel visibility.
Founder
- Built and led a 10-person team delivering CRM, web and e-commerce systems for 50+ clients.
- Ran discovery, solution design and HubSpot implementation from scratch, and closed new business at a 90% conversion rate.
What I build with.
CRM & Revenue Systems
Automation & Integration
AI & App Building
Data & Analytics
Growth & Paid Media
Leadership & Governance
Awards & certifications.
Chairman's Special Innovation in MarTech Recognition
Dubai Sotheby's International Realty
#1 on the UAE HubSpot User Leaderboard
HubGrader
Employee of the Month
NEXA Digital
P&G TechXperts Award
Procter & Gamble
An engineer who ended up in marketing, and never stopped engineering.
I studied Electrical & Electronics Engineering at NIT Calicut, and my favourite elective was neural networks. The habit stuck: understand how the system works, find where it breaks, fix it properly.
I've run my own agency, onboarded enterprise clients onto HubSpot, and now lead the MarTech and CRM function for a business spanning three countries. These days I also build full internal apps with AI-assisted development, and each one ships with the documentation and controls you'd expect from an engineering team.
Got a process that eats hours? Let's talk.
I'm always happy to talk about systems, automation, and the problems behind them.