Salesforce platforms
Sales Cloud, Service Cloud, and Experience Cloud architecture across data model, automation, Apex, LWC, security, and reporting.
GTM tech stack leader
I build the Salesforce stack GTM teams rely on.
Architecture, ownership, and AI-augmented delivery so go-to-market can move with confidence.
About me
I am a Salesforce architect and GTM tech stack leader with 8+ years modernizing enterprise platforms, scaling Salesforce and connected systems, and shipping complex transformations.
Today, as Lead Business Systems Analyst at ChowNow, I lead strategy, architecture, and end-to-end delivery of Salesforce and connected GTM systems across Sales, Marketing, Customer Success, Support, Finance, Product, Revenue Operations (RevOps), and Analytics.
I set priorities for a distributed Business Systems team, partner with leadership on company-wide initiatives, and keep humans in the loop when AI accelerates the work.
- FocusSalesforce architecture, GTM systems, RevOps, AI-augmented delivery
- EducationMS MIS (University of Arizona); BE Production (University of Mumbai)
- CertsExperience Cloud Consultant, Data Architect, Business Analyst, Administrator
Capabilities
How I create leverage.
High-level strengths hiring managers care about, not a tool dump.
Requirements and BA
Discovery, scoping, backlog ownership, UAT, and release leadership from problem statement to production.
Team leadership
Distributed internal and partner teams: capacity, priorities, Scrum delivery, and executive alignment.
GTM architecture and ownership
End-to-end ownership of the Salesforce-connected go-to-market stack: marketing automation, routing, sales engagement, CS platforms, ERP, e-signature, and analytics.
AI-augmented delivery
Role-based agents accelerate delivery. Humans own the gates. See How I leverage AI.
- Sales Cloud
- Service Cloud
- Experience Cloud
- Flow
- Apex
- Lightning Web Components
- HubSpot
- LeanData
- Outreach
- Gong
- NetSuite
- DocuSign
- Tableau
- Data architecture
GTM stack
Tools I’ve owned.
The Salesforce-connected ecosystem I have run, integrated, and kept healthy, grouped by the teams it serves.
CRM & platform1 tool
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Salesforce
Sales CloudService CloudExperience Cloud
Sales engagement & routing4 tools
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LeanData
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Leadbeam
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Outreach
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Gong
Marketing2 tools
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HubSpot
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Marketo
Customer success2 tools
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Planhat
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Talkdesk
Finance & billing3 tools
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NetSuite
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Zuora
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DocuSign
AI & agents4 tools
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Claude
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Codex
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Grok Bot
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Cursor
Collaboration2 tools
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Jira
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Slack
Integration, automation & data8 tools
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Boomi
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Snowflake
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AWS
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Tableau
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InsightSquared
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Google Maps Platform
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n8n
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Zapier
Operating model
How I leverage AI.
A delivery pipeline where role-based agents do the legwork, and humans own every gate that matters.
- Intake
- Groom
- Architect
- Builder
- Tester
- Gatekeeper
- Deploy
1 of 7 Intake
Intake desk
Intake
New work arrives as tickets and piles up across the business. Intake sorts urgency, groups related asks, and clears noise so the team starts from a prioritized queue instead of a scramble.
Hands a clean, prioritized queue to the Groomer.
handoff.log
> Intake triaged the queue
Outcomes that stick.
Recruiter-scannable outcomes from platform, data, and delivery work.
2 → 74
Salesforce platform health
Technical debt reduction, automation modernization, and architecture cleanup turned a fragile org into a dependable one.
1M+
Duplicates cleared
Enterprise deduplication across Accounts, Leads, and Contacts so reps trust what they see.
~7 FTE
AI delivery leverage
Agent pipeline across intake, grooming, build, test, and deploy under human gates, saving the company ~$850K annually.
15%
Churn reduction
Customer health scoring and alerting helped retain more than $2M in annual recurring revenue.
PQL → SQO
Marketo → HubSpot migration
Led the Salesforce workstream, rebuilding lifecycle and attribution while aligning routing, integrations, and revenue reporting.
Lead → Contact
Company-wide lifecycle shift
Moved Salesforce to a Contact-centric lifecycle, redesigning routing, attribution, automation, and reporting.
5,000+
Customer portal users
Designed and launched an Experience Cloud portal for knowledge, support, services, and account management.
End-to-end
Legacy org replaced
Led a new Salesforce org implementation with redesigned quote-to-cash, from migration and testing through cutover.
4×
Salesforce certified
Data Architect, Experience Cloud Consultant, Business Analyst, and Administrator.
Selected work
Selected projects.
Selected case studies. Metrics live above; stories live here.
Lead, ChowNow
GTM and marketing stack migration
Led the Salesforce workstream for the Marketo-to-HubSpot migration. Redesigned lifecycle and attribution across PQL, MQL, SAL, and SQO while aligning data models, routing, integrations, and revenue reporting.
- Unified lifecycle stages across marketing and sales
- Aligned attribution fields and routing with the new hub
- Kept revenue reporting continuous through cutover
Lead, ChowNow
Lead to Contact-centric company lifecycle
Led the company-wide shift from a Lead-based model to a Contact-centric Salesforce lifecycle. Routing, attribution, automation, reporting, and downstream integrations were redesigned around people and accounts, not duplicate lead records.
- Single lifecycle path for marketing and sales
- Cleaner ownership and attribution on Contacts
- Downstream systems updated to the new model
Lead, ChowNow
Platform health and data quality
Led debt reduction, automation modernization, and architecture cleanup so the CRM became dependable again. Pair with Achievements for the headline numbers.
- Technical debt and fragile automation retired
- Enterprise deduplication across core objects
- Reps and reporting teams regained trust in CRM data
Builder, ETQ and Tricentis
Experience Cloud portals
Designed and launched Experience Cloud portals for customers and partners. At ETQ, a customer portal served 5,000+ external users across knowledge, support, professional services, and account management. At Tricentis, a partner portal improved self-service, opportunity submission, and visibility.
- 5,000+ external users on the ETQ customer portal
- Partner self-service and deal submission at Tricentis
- Ground-up Experience Cloud design and launch
Owner, ETQ
Customer health and churn framework
Built a real-time customer health scoring and alerting framework so Success and leadership could intervene before churn, not after the report.
- Early-risk signals instead of lagging reports
- Proactive alerts tied to actionable interventions
- Churn outcome summarized in Achievements
Designer and operator, ChowNow
AI-augmented Business Systems delivery
Designed the agent pipeline that runs BizSys delivery under human gates. Walk the rooms in How I leverage AI.
- Intake through deploy under role-based agents
- Human gates on questions, UAT, and production
- Leverage metric lives in Achievements
Career timeline
Eight years from data analyst to Lead Business Systems Analyst.
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Apr 2025 - Present
Lead Business Systems Analyst
ChowNow, Austin, TX
Lead Salesforce and GTM strategy, architecture, and delivery. Own the connected stack, run the BizSys team, and partner with leadership on company-wide initiatives.
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Aug 2023 - Apr 2025
Senior Business Systems Analyst
ChowNow, Austin, TX
Architected Sales and Service Cloud solutions, led data quality at enterprise scale, drove Salesforce platform health, and introduced AI-enabled prospecting and admin workflows.
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Feb 2023 - Aug 2023
Salesforce Business Analyst
Tricentis, Austin, TX
Led a new org implementation replacing a heavily customized legacy environment, redesigned quote-to-cash, and launched an Experience Cloud partner portal.
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May 2018 - Feb 2023
Sr. Salesforce and Data Analyst
ETQ, Tucson, AZ
Administered Sales, Service, and Experience Cloud for internal and external users. Built the customer portal and the health scoring framework behind the churn outcome above.