Systems first. The tool second.
Three things hold true across every system I build, whatever platform it runs on.
Systems, not campaigns
I design and build lifecycle infrastructure, not email blasts. Lead capture, qualification routing, conversion flows, onboarding, and retention. The full stack.
Platform-agnostic, fast ramp
I build hands-on in Ontraport, Keap, HubSpot, ConvertKit, and Salesforce. The tool is secondary. The architecture is what matters.
Revenue is the metric
Everything I build lines up to pipeline and conversion: lead scoring, funnel visibility, attribution, and the handoff from marketing to sales. Ops that moves the number.
I think in systems.
Most people describe me as the person who understands how everything connects. That's not an accident. It's how I'm wired, and the whole thing just makes sense to me.
For 12 years I've built marketing operations infrastructure for digital businesses. Not managing campaigns, not writing emails. The systems underneath: lifecycle architecture, CRM design, lead qualification flows, automation logic, and integration layers.
At Sue B. Zimmerman Enterprise I was the sole marketing operations owner for a seven-figure digital education business (100k+ contacts, multiple product lines, a recurring revenue model). I built 100+ automations covering the whole customer journey, from lead capture through qualification, conversion, course delivery, coaching onboarding, and retention. Every system, every workflow, every integration. I owned it.
What I care about
Clean data. The right message to the right person at the right time. Systems that run without hiccups, and when there are hiccups, they get found and fixed fast. No workarounds, no duct tape.
How I work best
With real ownership. I help decide how the system should work, then I build it and keep improving it. I'm a strong individual contributor, and I'd rather build than manage.
I built the system behind an Amy Porterfield affiliate launch that brought in $93,000 in tracked revenue, from opt-in to sale.
Four systems, built end to end.
Each one follows the same arc: what was broken, what I built, how it worked, and what changed.
Case study 01 · Filtering for fit
A lead qualification and routing system for a high-ticket offer
- Ontraport
- Lead qualification
- Conditional routing
- Sales handoff
The problem
The highest-ticket offer was a coaching program with real eligibility requirements. Prospects needed to be at a certain stage in their business and earning above a set threshold to be a good fit. Without a system, intake was manual: leads came in, someone reviewed them, and calls got booked, including a lot of calls with people who were never going to convert.
The cost wasn't only wasted sales time. Leads who weren't right for coaching were often a great fit for a lower-priced course, and they were falling through.
The system I built
I designed a form-based qualification flow that did the sorting automatically. The form wasn't a data collection exercise. It was the first stage of the funnel: every question mapped to a qualification criterion, and the logic ran on submission.
- Qualified leads (met the business and income criteria) routed into a call booking sequence with automated appointment reminders.
- Leads with strong intent but the wrong fit for coaching routed into a nurture sequence for the course offer that actually solved their problem.
- No manual review. No dropped leads. The system made the call.
How it worked
Conditional logic assessed each response against the criteria. On submission, tags were applied based on qualification status, and those tags triggered the right downstream sequence: toward a sales call or toward the course offer. Reminders fired automatically for booked calls. The routing was invisible to the prospect and needed zero human involvement after setup.
Case study 02 · Built to scale
A lead magnet acquisition system, implemented 13 times
- Ontraport
- UTM attribution
- Lifecycle routing
- Suppression logic
- Modular architecture
Promotional suppression stays on during active launches, so no one gets two sequences at once.
The problem
The business ran multiple lead magnets across different topics and channels. Each one needed its own entry point, delivery, and routing. Delivery was the easy part. The hard part was what came after: a lead who downloads a free guide and never hears from you again isn't a lead. It's a lost opportunity.
The business needed a system that would take someone from a free opt-in into the core revenue funnel automatically, and differently depending on where that person already was in their journey.
The system I built
I designed a modular lead magnet system with one consistent architecture, then implemented it 13 times across different content offers. Every deployment shared the same core logic:
- UTM-tracked entry points across social, email, and paid channels.
- Immediate guide delivery on opt-in.
- Conditional routing based on webinar attendance status.
- Leads who hadn't attended the webinar moved into a webinar nurture sequence tied to the core paid course.
- Leads who had already converted were tagged for newsletter continuity, so no redundant funnel emails.
- Promotional suppression rules prevented send conflicts during active launches.
How it worked
The system checked where each contact was in the funnel the moment they opted in. A brand new contact who had never attended the webinar went one direction. A contact who had already purchased went another. Suppression meant nobody got dropped into a nurture sequence mid-launch.
Modularity was the unlock. I built the architecture once, proved it worked, and redeployed it across new lead magnets by changing the content variables, not the logic. Every new offer got a proven system from day one.
Case study 03 · Repeatable revenue
Monthly launch infrastructure that never failed
- Ontraport
- Webinar funnels
- Behavioral branching
- Conversion sequences
The problem
Monthly launches only work if the infrastructure is reliable. Every registration confirmation, reminder, and post-event sequence has to fire correctly, every time. One failure in a high-volume send window is expensive, and manual processes don't scale or recover gracefully from mistakes.
The business needed infrastructure it could trust, so the team could focus on the content and the offer instead of the plumbing.
The system I built
I engineered the complete end-to-end infrastructure for monthly webinar launches, designed to be repeatable from the start:
- Registration with automated confirmation and multi-touch reminder sequences.
- Pre-event communication segmented by registration timing.
- Live event tagging for who attended, who didn't, and who left early.
- Post-webinar branching, with separate paths for attendees and no-shows.
- Replay delivery for non-attendees and on-demand requests.
- Sales sequences with conversion-focused timing and suppression rules.
- List management to prevent send conflicts across simultaneous sequences.
How it worked
The infrastructure was built to run, not to be rebuilt every month. A new launch meant loading the content (subject lines, dates, offer details) into an architecture that was already proven. The logic handled the rest: tags fired at the right moments, sequences advanced on behavior, attendance status drove the post-event path, and the sales sequence ran on schedule.
Case study 04 · Platform migration
Rebuilding webinar infrastructure mid-business, without breaking the machine
- Ontraport
- API and webhooks
- Tag schema rebuild
- Platform evaluation
The problem
The business needed to move to a new webinar platform. This wasn't a tool swap. It was a full operational migration. The existing automations, tag schemas, and trigger logic were all built around the old platform's event structure. Replacing it meant rebuilding the integration layer and re-architecting how behavioral data flowed into the CRM, without breaking campaigns that were actively running.
The system I built
I owned the entire migration: research, selection, technical build, and deployment.
- Evaluated platforms against operational requirements, with API capability as a primary criterion.
- Selected a platform with richer API access than the previous tool.
- Built the API and webhook integration between the new platform and Ontraport from scratch.
- Ported the existing webinar structure into the new platform.
- Rebuilt the tag schema and automation triggers to match the new event model.
- Designed the integration to surface more granular behavioral data than the old system could.
How it worked
The new platform's API exposed event-level behavioral signals the old one couldn't. I used that to build a tighter integration. Instead of basic registration and attendance data, the CRM now received richer engagement signals in real time, and that data fed segmentation and downstream routing.
I sequenced the migration to keep active campaigns intact. The rebuild ran in parallel before cutover.
The tool is secondary. The architecture is what matters.
I've built deep operational systems across a range of platforms, and I hold HubSpot and GA4 certifications. More important, I learn fast. I came into Ontraport with zero experience (I had never logged in) and was running independently within two weeks. If a platform has logic and a data model, I'll figure it out and build clean.
CRM and marketing automation
- Ontraport
- Primary platform. 3+ years, 100k+ contacts, 100+ automations, full lifecycle architecture.
- HubSpot
- Hands-on builds. Marketing Hub certified.
- Keap / Infusionsoft
- Lifecycle automation and CRM management.
- ConvertKit
- Email and subscriber segmentation.
- Salesforce
- CRM data model, contact management, reporting.
Integration and automation
- API and webhook integrations
- Custom data pipelines, including webinar platform to CRM.
- Zapier
- Multi-platform workflow automation.
- n8n
- Open-source workflow automation.
- Retool
- Internal tooling and operations dashboards.
Analytics, tracking, and web
- Google Analytics 4
- Certified. UTM architecture, funnel tracking, attribution.
- WordPress, HTML, CSS
- Site operations, templates, email rendering, troubleshooting.
I don't need prior experience to get up to speed. I need documentation, access, and a clear picture of what we're building. After that, I move fast.