Career History

Professional Experience

18+ years of progressive experience in technology leadership, platform engineering, CRM automation, and digital growth.

GHL Specialist / CRM Automation Consultant

Independent Consulting

Remote · Consulting

2024 – Present

►Build and maintain end-to-end GoHighLevel (GHL) systems for service businesses: lead capture, nurture, appointment booking, and follow-up.
►Create multi-step SMS/email workflows for faster response times, higher show-up rates, and improved pipeline visibility.
►Configure pipelines, stages, tags, custom fields, and smart lists to keep CRM data clean and actionable.
►Design funnels, landing pages, forms, and surveys aligned with conversion goals and offer positioning.
►Connect third-party systems using Zapier/Make.com, webhooks, and APIs; troubleshoot delivery, triggers, and sync issues.
►Set up Meta lead form integrations to instantly push leads into GHL with automated confirmation and follow-up messaging.

Rebel IQ (FKA leadPops)

California, USA (Remote) · Full-time

Nov 2018 – Mar 2024

►Led technology strategy and delivery for a SaaS platform supporting 3,000+ global business customers.
►Managed and mentored 25+ cross-functional engineers across software, QA, DevOps, and operations — including distributed Scrum teams across Serbia (10 engineers) and India (12+ team members).
►Implemented enterprise-grade CI/CD pipelines and release governance improving deployment reliability by 40%.
►Oversaw high-availability architecture achieving 99.98% uptime and optimised load balancing.
►Established ITIL-based SLAs and incident response protocols reducing customer churn by 25%.
►Enabled 30% revenue growth through platform performance optimisation for 3,000+ customers.
►Acted as Agile stakeholder, translating executive and commercial priorities into structured backlog and sprint objectives.
►Introduced KPI dashboards and reporting structures to strengthen visibility into performance and customer engagement metrics.
►Maintained 2,400+ WordPress websites with robust architecture; developed custom themes and plugins.
►Built microservices using ReactJS integrated with Laravel; implemented Redis/KeyDB for performance optimisation and Varnish for round-robin load balancing.
►Developed and maintained 50+ CRM integrations including Salesforce, Zoho, LionDesk, and Purple Dot.
►Designed and launched the 'leadpops' Zapier application, enabling integrations with 1,000+ external SaaS platforms.

Rebel IQ (FKA leadPops)

California, USA (Remote) · Full-time

Aug 2016 – Oct 2019

►Led web development teams delivering customer-facing platforms and internal tools.
►Coordinated end-to-end project delivery, ensuring alignment with timelines and business goals.
►Developed with React.js on the frontend and Laravel/Zend Framework on the backend to build robust, scalable web applications.
►Implemented Git flow, managed sprint ceremonies, and conducted rigorous code reviews.
►Mentored engineers and encouraged ownership, continuous learning, and technical leadership.
►Introduced process improvements to enhance delivery speed and code quality.

Hardboot Communications Inc.

Remote · Full-time

Nov 2015 – Aug 2016

►Enhanced and maintained existing products with a strong focus on user experience and quality.
►Led feature development, database optimisation, and performance improvements using WordPress, CodeIgniter, and PHP.
►Coordinated project delivery and supported team alignment with business objectives.
►Optimised SQL queries for handling bulk data and improving system performance and scalability.

AppAddictive

USA (Remote) · Full-time

Apr 2012 – Apr 2015

►Delivered web solutions using PHP frameworks (CodeIgniter) and WordPress in a remote environment.
►Led projects from planning through deployment, ensuring timely delivery.
►Built integrations and tools to support digital marketing and social media platforms, including Facebook API integrations.
►Managed and optimised database-driven applications using SQL.

FiveRivers Technologies

Pakistan · Full-time

Apr 2010 – May 2012

►Developed web and mobile applications using PHP frameworks (CodeIgniter, Custom MVC) and WordPress.
►Designed and maintained backend services, databases, and APIs (SOAP, REST, XML-RPC).
►Led development of a full-cycle online Nurse Recruitment System.
►Developed 12 BlackBerry mobile applications across productivity and media segments — 'Photo Editor' achieved #1 category ranking on BlackBerry World.
►Applications generated approximately USD 100,000 in peak monthly revenue.
►Contributed to the full product lifecycle including ideation, feature prioritisation, UX refinement, release, and monetisation optimisation.

Progressive Multimedia System

Pakistan · Full-time

Sep 2008 – Mar 2010

►Led development of a Sales Management System for a food company using custom MVC architecture.
►Completed nearly ten projects across various client domains.
►Built backend systems and implemented custom roles (Zone Manager, Regional Manager, Area Manager) within sales systems.
►Implemented SQL query optimisation and security measures against injection attacks.
►Co-developed a Stock Management System for Advance Polymers Inc.

🎓

University of the Punjab

2006 – 2008 · CGPA: 3.83 / 4.00

🎓

University of the Punjab

2004 – 2006 · Grade: A