About
Most revenue systems fail because nobody wants (or knows how) to use them
I spent fourteen years in a creative agency convinced I knew what marketing was. Then I joined a SaaS company and found out I knew a part. An important one. But a part.
The shift was realizing that in SaaS the work does not end at the campaign. The customer stays, or cancels. Marketing extends to Growth: onboarding, retention, churn, expansion. The funnel keeps going long after the click.
And the deeper I went into operations, the more I saw the same gap everywhere. Revenue systems built to be technically correct and operationally abandoned. Right queries, clean schemas, and a sales rep who never opens the tool.
That is where my decade in design turned out to matter. I started behind the canvas. That eye for aesthetics never left. It just learned to read a funnel, and to see who is on the other side of it.
A system nobody adopts produces data nobody trusts. And data nobody trusts can never become a forecast.
The question I bring from design is simple: how is this for the person who has to use it? Almost nobody in RevOps is asking it.
In practice
I design the CRM for the rep filling a field at 6pm on a Friday, not just for the perfect query.
I automate without discarding the human. AI as a layer of efficiency, not a replacement for judgment.
I measure a system by adoption, not by technical elegance. Because adoption is what makes the data real.
Marketing, Sales, and CS are almost always orphaned from engineering. So the person running operations ends up building the tooling.
Where I stand
I am not the one setting your revenue strategy or growth targets. That comes from leadership, and I work best alongside it. My job is architecting the systems that turn that strategy into something that holds, systems people actually use because I have built that from zero more than once. When the tooling to do that does not exist yet, I build it myself.
I know exactly what my role is, and I do it well. That is more useful than claiming to do everything.
The path
May — Aug 2026
Axenya, a B2B corporate health broker. Built a full dashboard platform and the forecast ritual behind it, then handed it off documented for continuity.
2024 — 2026
Nola, a restaurant-management SaaS. Promoted to lead the Marketing Ops and RevOps engine end to end, managing a team of three.
2025
Grupo Arcca, franchise holding behind Nola’s sister brands. Built the B2B franchise lead-gen engine from zero, positive ROAS under 90 days.
2026
HubSpot implementation for a B2B construction-tech SaaS, via Deal Machine. Project scope.
2010 — 2024
Full-service agency, 14 years. Promoted to Creative Director in 2014. Brand, digital strategy, web, and UX for clients across sectors.
2016 — 2019
Independent media for the LGBTQIA+ community. SEO and audience built from zero.
Tools, with judgment
The stack matters less than the logic behind it. Every automation starts with the business question, not the tool.
In their words
As our Marketing Manager, he took full ownership of growth strategy and operations, turning a chaotic environment into a predictable machine. He integrated our stack (HubSpot, RD Station, n8n) and automated the manual work blocking the sales team. An autonomous, strategic, technically brilliant leader.
As a leader, he has a rare ability to know exactly what to ask for, how to guide, and how to lead people with clarity, presence, and confidence. He is the kind of professional who raises the bar and makes the people around him grow with it.
His greatest quality is autonomy: give him a mission and you know he will deliver above expectations. He takes on complex problems with real resolve, studies, tests, fails, gets it right, and ships the solution. A natural self-learner and an excellent partner.
No pitch. Just connection. Open to new Revenue Operations roles.