Approach
Marketing Systems Integration
Marketing systems rarely fail because of the happy path. They fail when data arrives late, integrations drift out of sync, or teams lose confidence in what's being reported. I've spent a large part of my career connecting web platforms with CRM, automation, and analytics systems, building integrations that stay reliable long after the initial launch.
How I build integrations that hold up
Integration work lives or dies on edge cases. The happy path usually works fine; it's the form submission at 2am when the CRM is slow, or the tracking pixel that fires twice on a redirect, that reveals whether the integration was really thought through. I try to build connections between systems that are explicit about what they expect, graceful when something goes wrong, and easy to debug when something eventually does. That means less cleverness and more clarity — which tends to hold up better over time.