The right information.
Use an agreed, current view of the work. Keep information tied to its source, with gaps and conflicting facts made visible.
I design AI systems your business can use with confidence.
AI can sound confident.
You need to know when to trust it.
When AI misses context, invents details or needs constant checking, the work comes back to your team. And when its output informs a business decision, those gaps matter.
I work with businesses to understand their workflows and design practical AI systems around them, whether that means finding the right opportunity, building a new workflow, or investigating and improving an existing one.
- RACV
- Sportsbet
- strattonFINANCE
- WundermanThompson · WPP
- IVEGROUP
- kaleido
- CUBCarlton & United Breweries
- coles
- adidas
- AARONSANSONI
- Syfe
- Selfwealthby Syfe
Company and agency experience
Platforms and tools
- salesforce
- HubSpot
- braze
- MoEngage
- Airtable
- make
- Codex
- GitHub
My experience.
A background in marketing, automation and technical delivery, grounded in how businesses actually work.
Since 2018, I’ve worked across consulting, hands-on development and team leadership, turning business requirements into workflows people can use and maintain.
I’ve spent that time connecting the business outcome to the detail that delivers it: the customer journey, the targeting, the content and the logic behind each step.
From enterprise migration to everyday delivery
I’ve helped deliver enterprise CRM migrations, connected platforms and led development teams. I’ve also built campaign logic myself, using platform-specific scripting for targeting, dynamic content and personalisation. My work also covers UX, responsive design and contactability checks across channels.
Complex workflows. Real consequences.
My experience spans enterprise, agency and independent work, including fast-paced, regulated environments. Customer impact, exceptions and approvals have to be understood before a workflow goes live. Accuracy and review belong in the design from the start.
I design AI systems around those business realities: the information available, the decisions needed and the people responsible. I make the architecture visible and understandable, so teams can see how the work happens and where human judgement belongs.
LinkedIn ↗Experience includes employment, agency and project work. Names identify experience, not endorsement or partnership.
Reliable AI, built
around your business.
AI needs the right information, clear instructions and checks before it acts. I design those connections and controls around your business, so routine work can move forward and exceptions reach the right person.
Machines do the work.
The connections make it a system.
The connections make it a system.
In a factory, wiring and controls make individual machines work together. In a business, I connect AI to the information, tools and people it needs to do the job.
AI can organise information, draft responses and carry out routine steps. The system gives that work a shared source of truth, clear boundaries and checks before it moves on.
Clear limits on action.
Set clear permissions and approval points. Pause uncertain or incomplete work before it carries a mistake into the next step.
Connected steps.
Pass the right information to the next tool or person. Keep progress, responsibility and decisions visible as the work moves.
Work you can verify.
Test the normal path and the exceptions. Keep a record of what happened, so your team can review the result and step in.
Know what your AI
is delivering.
Agree what good looks like before building. Then compare the result with how the work runs today, including review effort and running costs.
- Accuracy
- Does the output match the agreed facts and rules?
- Completeness
- Does the work reach the agreed outcome?
- Human review
- How much checking and intervention is needed?
- Handling time
- Is the whole job faster, including review?
Start with one workflow.
Tell me where work gets stuck and what a better result would look like. We’ll agree the scope, timing and fees before work begins.