Manual admin is eating time
Repeated research, copy-paste work, data cleanup, reporting and content preparation can often be redesigned or partly automated with AI and better workflows.
AI automation, CRM setup and website improvements
Practical AI, CRM and website improvements for businesses losing time to messy systems.
I help businesses reduce manual admin, improve sales follow-up and turn their website into a clearer source of leads.
The useful work usually starts in the middle: admin tasks being repeated by hand, sales enquiries sitting in the wrong place, website traffic that is not turning into leads, and systems that people avoid because they are too hard to use.
Work with me
Three common problems I help untangle.
Sales follow-up is messy
Leads, customers, notes, tasks and handovers need a clear place to live. I help set up CRM workflows so fewer opportunities fall through the cracks.
The website is not creating enough leads
Improve messaging, content, landing pages, discoverability and customer journeys so people can understand the offer and take the next step.
Company experience
Product and systems work shaped by real operating environments.
Alongside founder-led projects, I have worked inside larger product and technology organisations where the work involved sales workflows, data platforms, delivery discipline and systems people need to keep using after launch.
REA Group
Salesforce sales and customer workflow experience inside a large product organisation.
Xero
Data platform delivery experience across complex technical and stakeholder environments.
Keep Active
Founder-led platform operations across SEO, listings, content, partnerships and AI workflows.
ChooseEV
Independent decision tools, calculators and guides for complex customer research journeys.
VEC
Public-sector digital and delivery experience in a high-trust operating environment.
Scoopon
Consumer marketplace experience across digital operations, offers and customer journeys.
Where I can help
Better systems for admin, sales and website leads.
Manual admin and AI automation
Use AI and workflow design to reduce repetitive research, data cleanup, reporting, content preparation and admin tasks, with checks so the output can be trusted.
Sales workflows and CRM setup
Set up or improve the way leads, customers, follow-ups and handovers move through the business so fewer opportunities fall through the cracks.
Website messaging and lead growth
Improve messaging, content, landing pages, discoverability and clearer customer journeys so more of the right people understand the business and enquire.
Practical AI
AI should save time without creating new problems.
I am interested in AI when it removes work your team should not have to repeat. That means looking at the whole process: where the information comes from, what the AI prepares, who checks it, and how it fits back into the business.
Recent example
Using AI to reduce manual content work
Built an AI-supported workflow to research, improve and review activity listings and article drafts, with checks for sources, duplicates and quality before anything was published.
Useful automation
Research, classification, content preparation and admin workflows that remove repeatable work without pretending every decision should be automated.
Checks and review
Simple controls for source quality, duplicates, bad data, cost, failures and cases where the right answer is to stop and ask a person.
Small tests before big spend
Small, working tools that prove whether an idea is useful before turning an interesting AI experiment into an expensive commitment.
How I work
Start with the messy reality, then make it workable.
- Map Understand the current workflow, the handovers, the data, and the points where people quietly work around the system.
- Decide Separate the useful problems from the distracting ones, then choose the smallest change that will create visible momentum.
- Build Shape the CRM setup, AI workflow, integration, content process or product change around how the team actually operates.
- Adopt Make the change understandable enough for people to keep using it after the project energy fades.
Selected projects
Proof from real systems I have built and operated.
Founder-led business system
Keep Active
A sport and fitness discovery platform run with repeatable systems for search, listings, partnerships, newsletters and AI-supported content operations.
- 28,106+ Australian monthly active users in July 2026
- 5,500+ activities listed and 7,000+ email subscribers
- AI-supported operations used to improve 3,000+ listings from 15+ sources
Customer decision tool
ChooseEV
An independent Australian EV guidance product that helps people compare buying and ownership decisions through guides, calculators and clear trade-offs.
- Built around questions from Australian EV communities
- Designed to make technical trade-offs easier to compare
- Runs on Cloudflare Workers and Cloudflare CDN
Open-source AI automation
Learning Scout
A lean AI automation that researches, scores, validates and delivers personalised learning opportunities through Telegram.
- Multi-step AI workflow with validation and memory
- Runs five times per week for approximately $0.50 per week
- Kept as a personal automation after weak early buyer interest
About
A practical product person behind the consulting work.
I have worked across product management, business analysis, delivery and founder-led product building. The common thread has been helping teams turn unclear operational problems into systems people can actually use.
At REA Group I worked on Salesforce sales and customer workflows. At Xero I worked on large-scale data platform delivery. Through Keep Active, ChooseEV and Learning Scout, I have also built and operated products directly, which keeps my product judgement grounded in the realities of maintaining systems after the launch moment.
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