Salesforce Engineer & Product Director
SaaS operator with exit experience, helping businesses scale through Salesforce and smart automation.
Featured projects
Greenfield Salesforce Implementation & Migration
Migrated a ~40-person property business from 12 years of fragmented data across Zoho, spreadsheets and email into a fully integrated Salesforce org — the foundation for every other CRM project.
Custom Lead Conversion → Property Lifecycle
Replaced Salesforce's standard lead conversion with a bespoke flow that spins up a custom Property record and its full opportunity structure — the backbone of how the business acquires, sells and trades every property.
Property Financials, Profitability & Executive Reporting
Built the financial layer on top of the property lifecycle — tracking budgets, costs, overheads, gross profit and EBITDA per property, plus the executive dashboards leadership uses to run the business.
DLRS Rollup Architecture at Scale
Diagnosed and redesigned a large DLRS rollup implementation that was hitting SOQL governor limits — around 25 rollups feeding a single Property parent, failing in realtime but passing on full recalculation.