The problem
No formal CRM, no SOPs across sales, operations, marketing or support,
and a website that no longer reflected the business. Decisions were
being made without a shared source of truth.
What I did
Acted as business owner for a CRM implementation — requirements,
workflows, feature priorities and UAT — while coordinating an
external technology team. Redesigned the customer journey and
directed a website modernization and digital roadmap. Wrote SOPs
across all four functions and introduced AI-assisted workflows
for reporting and documentation.
Where it landed
CRM live and in use at handover, with SOPs in place across the
business. I stayed on as on-call strategic advisor to
leadership for several weeks after the core engagement closed,
through late April 2026.