I am a CRM Specialist and product builder at Humaine. My role sits at the point where software engineering and marketing meet, where a CRM stops being something you configure and becomes something you engineer.

I build and run HubSpot ecosystems end to end: the workflows, sequences and customer journeys that move people toward a real conversation, and the custom code in React and Python that extends what HubSpot does out of the box. Alongside that, I design and ship web applications for Humaine’s IP arm, full builds that go live and stay live.

I came into this as a developer first. After a diploma in software development, I built websites and e-commerce platforms in WordPress and React, then moved into HubSpot CMS development at an inbound agency, engineering sites, pipelines and automation for brands like Suzuki, Rentokil and Merchant Capital across markets in Asia, Europe and the Americas. That path shaped how I work. I approach CRM the way an engineer approaches a system: something to be built properly, documented and trusted, not a tool you fill in and hope holds.

What I keep returning to is the gap between marketing strategy and what actually gets built. Most CRM work is either configured by marketers who can’t code it or coded by engineers who don’t think in campaigns. I do both. I translate strategy into something precise, maintainable and human to use, then I build it.

The way I work now reflects that. I use AI as my first-draft engine and I am the editor, which is what lets one person run a high-volume campaign operation and a product pipeline in the same week without the quality slipping.

So the question my work keeps returning to is a simple one:

Can CRM be engineered, not just assembled, and can the result be something a team actually trusts?

I believe it can. The best systems are the ones nobody has to think about, because they simply work, for the team running them and the person on the other end.