03 · Selected work

Results from roles I've held

I achieved these results as an employee, in the roles named on each case. They are not DNA4Digital consulting engagements.

#1for revenue in EMEA, my team at Google CS

5×higher funnel engagement after the CRM migration at Sensay

30%less ticket handling time after the process rebuild at SpotOn

5×

One HubSpot in place of a legacy CRM and loose tools: five times the funnel engagement

Context: As Senior Technical Business Development Manager at Sensay, an AI SaaS company.
The problem: Revenue data was split between a legacy CRM and disconnected tools, with no single source of truth. Before every report to leadership, someone reconciled the numbers by hand.
What I did: Migrated the legacy stack into a single HubSpot instance, enriched contact and account data with Breeze Intelligence, and engineered automated sequences in n8n and Zapier to keep the data current without manual entry. Then built Looker Studio dashboards merging CRM, product and website analytics into one view.
The result: Funnel engagement increased fivefold.
If you're facing this: Agree what your key terms mean (qualified, engaged, active) before you migrate, or you'll carry the same mess into a nicer-looking tool.

30%

Context: As Client Operations Manager at SpotOn, a restaurant-tech platform, owning the support and operations workflow for the client base.
The problem: The right answer to a common issue depended on who picked up the ticket, because the knowledge lived in people's heads and nowhere else.
What I did: Audited the existing workflow end to end, rebuilt the SOPs so the correct answer was written down and easy to find, and automated the repetitive parts of the workflow around that new standard.
The result: Ticket handling time dropped by 30%.
If you're facing this: Write down the correct process first. Once you have it, the automation is the easy part.

In use

Context: Also at Sensay, alongside the CRM migration, building the automation and reporting layer underneath the sales and marketing workflow.
The problem: Reporting tools already existed, but the team rarely opened them, because the numbers didn't match what people saw in the systems they used every day.
What I did: Built the n8n and Zapier automations into the workflows the team already used, so nobody had to learn a new tool, and built the dashboards on the data everyone already trusted, merging CRM, product and website analytics into one Looker Studio view.
The result: Leadership started opening the dashboards, because the numbers matched what the team saw on the ground.
If you're facing this: Alongside the rollout, report who uses the tool. A dashboard nobody opens has failed.

Book 30 minutes and we'll work out whether your first move is an audit, a pilot, or writing down how the work is supposed to happen.