About

I believe architecture should serve the business, not the other way around. Too often I see projects where technology becomes the goal itself: overengineering, endless customizations, solutions that look impressive on diagrams but collapse in production.

My goal is to help teams and clients maximize their Salesforce investment. No sugarcoating. I tell you what will work and what won't. My roots are in development, and I've seen too many projects suffer because architects lost touch with the actual building. In an era of AI-assisted coding, that gap will only widen. I stay hands-on because it makes me a better advisor.

I've spent years with global SI's (PwC, IBM, Publicis Sapient), where I led enterprise programs for organizations like NEOM, Carlsberg, and LVMH. This meant owning presales, running discovery phases, assembling delivery teams, and being accountable for outcomes.

My work spans B2B Commerce, public sector, healthcare, and consumer goods. More recently, I've been deep in Data Cloud and Agentforce. Every industry has unique challenges, but the fundamentals of sound architecture remain the same.