Automation, Workflows & CRM
Marketing Automation
Transforming marketing automation into seamless customer journeys.
Skills
Marketing automation | CRM
Experience
4+ years
Tools
Salesforce | Hubspot | Zapier | Monday | Jira | Paperform | Marketo
Overview
I have built and optimised end-to-end automation workflows using tools like Hubspot, Salesforce, Zapier, Paperform, Marketo and Unbounce, streamlining lead nurturing, email marketing, and CRM integrations. My focus is on reducing manual effort while enhancing efficiency, ensuring that every automated process contributes to a seamless and data-driven marketing strategy.
Automation exmples
Highlights
Successfully integrated a new system (Hubspot)
Migrated the entire conversion funnel, achieving more accurate conversion tracking.
Configured the CRM system to meet organisational needs without interfering with existing processes and procedures.
Continuous improvement in marketing automation skillset
Completed training in platforms like Marketo and Salesforce to deepen technical capability.
Proactively troubleshooted and resolved logic or data sync issues between platforms.
Integrated marketing automation with other tools (e.g. landing page builders, CRM, analytics) for end-to-end campaign tracking.
Proficiency in industry standard CRM systems (Salesforce and Hubspot)
Hands-on experience configuring and maintaining Salesforce CRM, including custom objects, validation rules, workflows, and reports.
Integrated CRMs with third-party tools (e.g., Unbounce, Zapier, Marketo, supermetrics).
Supported change management and user onboarding by documenting CRM processes and providing internal training.
The Work
End-to-End Workflow Design
I have experience designing fully automated marketing journeys. I meticulously map every touchpoint—from the initial ad click through to the final conversion and beyond. My process begins with creating flowcharts and engaging in discussions with the team. I never assume I'm the sole expert in the process or touchpoints of the lead journey. Instead, I rely on collaboration with the experts around me to design well-crafted workflows.
Having worked on numerous automation builds, I’ve learned to expect imperfection when pushing something live. Something might fail, systems can break, and bugs or issues will arise. But I understand the nature of the work, and I’m passionate about refining each step until it’s something I can truly be proud of.
Salesforce
As the lead Salesforce expert, I own end-to-end system administration with a focus on optimising the entire customer journey—from marketing touchpoints to sales conversion and ongoing nurture strategies. My role extends beyond technical management to strategic cross-functional collaboration.
Key Contributions:
System Leadership
Oversee all Salesforce operations, including configuration, automation, and data integrity
Implement lead nurture streams
Journey Optimisation
Streamline marketing-to-sales handoffs for seamless lead progression
Design reports/dashboards to track funnel performance and conversion
Cross-Functional Projects
Work with other TAFEs and departments on statewide Salesforce initiatives
Train teams on Salesforce best practices and adoption strategies
HubSpot Platform Implementation & Automation
Led the end-to-end onboarding and optimisation of HubSpot, transforming the company’s marketing and sales operations into a seamless, data-driven engine.
Key Deliverables:
System Architecture & Setup
Designed and configured HubSpot portals (Marketing Hub, Sales Hub) to align with business workflows
Built custom contact properties, deal pipelines, and lifecycle stages to match the company’s sales process
Integrated with existing tools (e.g., databox, calendar apps) for unified data flow
Automation & Journey Mapping
Mapped and implemented full conversion journeys, including:
Lead capture forms → CRM enrollment → automated follow-ups
Behavioural triggers (e.g., page visits, email engagement) → personalised nurture streams
Tracking & Analytics
Established UTM parameters and conversion tracking to monitor campaign effectiveness
Built dashboards to visualise funnel performance (e.g., lead-to-customer rate, email engagement)
Operational efficiency
I led the project to improve internal workflow using Jira and Monday.
The Challenge:
Marketing requests from other departments (via Jira Service Desk) were causing issues due to:
Incomplete briefing information
Manual ticket transfers to Monday.com (the team’s project tool)
My Solution:
Seamless Integration Build
Designed a bidirectional Jira-Monday.com integration to
Auto-create Monday.com tasks from Jira tickets with all relevant fields (attachments, due dates, request types)
Sync status updates between platforms in real time
Jira Form Optimisation
Redesigned request intake forms to:
Add conditional logic (showing/hiding fields based on request type)
Include mandatory briefing templates for creative/copy requests
Simplify UI with clear section headers and tooltips
