Enquiries sit in an inbox
Someone fills in the form at 7pm and gets called back two days later, by which point they are already talking to whoever answered first.
CRM, automation and AI systems
I build the systems a business actually runs on.
Most businesses do not lose money because the marketing is wrong. They lose it in the gap between an enquiry arriving and somebody acting on it. I close that gap, then document what I built so your team knows exactly how it works.
1,600Contacts migrated between CRMs with their history intact
153Inherited workflows audited, 11 real problems found
2 to 3Customers saved every week by one retention automation
24/7Calls answered and enquiries followed up outside office hours
Platforms I work in
- Klaviyo
01
Any of this sound familiar?
The expensive problems rarely announce themselves. Nothing errors. Nothing goes red. The money just quietly stops arriving. These are the ones I find most often.
The automation says it worked
Green ticks everywhere and nothing actually happening. A success message is not proof that anything ran.
You edit the template, nothing changes
Some platforms send a copy, so the version being edited is not the version going out. People lose weeks to this one.
Missed calls just vanish
No text back, no follow up, no record. For a phone heavy business this is usually the single most expensive leak in the building.
Someone gets chased after they have already spoken to you
Automated follow up firing at a person who had a real conversation yesterday. It reads careless, because it is.
Nobody knows what half the workflows do
An account inherited from a previous agency, full of things nobody can identify, and one of them is quietly holding up your booking or your billing.
Every one of those is something I have found in a real account and fixed.
02
What I do
Marketing automation
Automated capture and follow up in GoHighLevel and n8n. Instant acknowledgement on enquiry, quote chasing, missed call text back, reactivation, review requests and referrals, plus rules that pull someone out of a sequence once a person has spoken to them.
API integration
Connecting systems that were never built to talk to each other. Meta lead ads into a CRM, WordPress and Shopify forms, a two way Xero sync so an opportunity flips to Won when the invoice is paid, Slack alerting, and CRM to task tool automation with duplicate checks.
Business process automation
Client onboarding, intake, task routing and internal notifications, end to end. Built with error handling and idempotency, so one broken step never drops a customer and running something twice never creates the work twice.
Lead generation systems
Landing pages and forms feeding straight into a CRM. Meta lead ads with the product question on the form so attribution comes from the form, qualification and routing to the right person, and nurture that carries a cold lead through to a sale.
Chat and voice AI
Conversation AI across web chat, SMS, Facebook, Instagram and WhatsApp. Voice AI answering calls outside office hours with FAQs, routing and basic qualification.
Email and lifecycle
Sequences in GoHighLevel and Klaviyo. Onboarding runs of ten or more emails with staged timing, win back and reactivation drips, review and referral requests, plus deliverability work on sender domains and spam placement.
Landing pages and funnels
Pages built to a single objective with the form wired into the CRM behind it. GoHighLevel, WordPress, Shopify and Systeme.io.
Web and app development
Next.js, React, NestJS, Node, TypeScript, PostgreSQL, Prisma and Supabase, alongside WordPress and Shopify sites connected into a CRM.
CRM migration
Migrations with the history intact. Around 1,600 contacts and 1,000 deals moved off HubSpot with notes and tasks landing on the right records, including deal stage and custom field mapping.
AI agents
AI built into the systems a business already uses rather than sitting in a separate window. Agents built with Claude for work that repeats, with human approval as a gate so nothing reaches a customer until a person releases it.
03
Websites and landing pages
Built to be looked at and to actually capture something. Every one of these feeds a CRM behind it rather than sitting there as a brochure.
04
Selected work
Full CRM build
An Australian mobility equipment provider, still running it today
Moved roughly 1,600 contacts and 1,000 deals off HubSpot with the notes and tasks landing on the right records. Built the pipelines, the calendars and the whole follow up set: instant acknowledgement, quote chasing, missed call text back, reactivation, reviews and referrals.
Meta lead ads feed straight in, four websites push their forms in, and Xero syncs both ways so a deal flips to Won the moment the invoice is paid. Voice AI covers the calls that come in after hours and a chat bot covers web, SMS and social.
They work under NDIS rules with sensitive participant data, so it was built
inside the compliance requirements rather than around them. Nobody re keys anything between
systems.
Retention automation
Turning cancellations into saves
A software business was losing every single customer who clicked cancel. Nobody caught them, nobody called, nobody offered them anything.
I built the flow that catches the cancellation, reaches the customer while it still matters, and routes them to a retention offer.
Before it existed, nobody was saved. It now recovers two to three
customers every week.
Audit and rescue
153 workflows nobody could explain
An account inherited from a previous agency, carrying 153 workflows from an old snapshot with no record of what any of them did. I went through all of it and came back with 11 findings, each ranked by what it was costing and paired with the fix.
That included the configuration fault that had silently killed their
booking funnel. It had been showing no available times and saying nothing about it.
Migration
Moving a domain without killing the email
A business moving off WordPress had no mail record of its own, so their email was quietly depending on the exact record the migration was about to change. Nothing in the plan mentioned email at all.
I checked it four separate ways, stopped the cutover, and only restarted
once it was resolved. Their old admin stayed reachable throughout.
Product build
A safety critical telehealth platform
Identity data sits in a physically separate database with its own credentials, and the application is wired so no other part of it can reach in and query it. Human approval is a state the work has to pass through, so nothing reaches a client until a person releases it, and a crisis check runs before any payment is taken.
Proven end to end with an integration test suite. Built and running,
with deployment as the next phase.
05
How I work
Nothing here is unusual. It is just the difference between a build that holds and one that quietly falls over in month three.
Audit before building
I assume the thing already half exists somewhere in your account, because it usually does. Finding it first is cheaper than building it twice.
Back up before changing
A copy of the current state before anything is touched, so every change can be put back exactly as it was.
Test the real thing
An actual run all the way through, not a green tick. Then the test data gets cleared out so it never pollutes your reporting.
Document and hand over
Written guides your team can actually follow. A system only one person understands is not finished, it is a risk.
06
Where I have worked
CRM and Automation Engineer
EquipU, Australia
Built and still support the full GoHighLevel system, the HubSpot migration, every automation in it, and the reporting the team runs on.
Automation and Operations Specialist
BookBrush
Built the churn save automation that took saved cancellations from none to two or three a week. Also ran social posting and content ideation.
Automation Specialist
Top1ops, real estate
Lead routing that gets every enquiry to the right person without anyone sorting a list by hand.
Automation Specialist
One Dash
Outbound lead pipeline from Instantly into GoHighLevel, with the nurture that carries a lead through to a sale.
07
Ask before you email
Type what you actually want to know. If it is not covered properly here, it is a question worth asking me directly.
What happens in your first five minutes?
After someone fills in your form. If the honest answer is that it sits in an inbox until somebody notices, that is usually the most expensive problem in the business and the cheapest one to fix. Tell me what you are working with and I will tell you straight whether I can help.