Internal Systems · Integrations · Technical Operations

I build the systems
companies rely on
as they grow.

17+ years building internal tools, platform integrations, reporting infrastructure, and operational visibility. I work at the intersection of business operations and technology — from building 25+ iPaaS connectors to standing up company intranets from scratch.

Roozbeh Lali
25+ iPaaS connectors built
50–100+ Sites built across platforms
30+ Partners served
~£320k Profitability turnaround
Tools & platforms
Patchworks Shopify Airtable HubSpot n8n Xero Magento Google Workspace WordPress

From scattered tools and manual work to structured, scalable systems.

Internal systems

Built a company intranet from scratch for a 30–80 person organisation. Onboarding, offboarding, access management, asset tracking, documentation — replacing tribal knowledge with structured systems.

Integrations & automation

25+ connectors on the Patchworks iPaaS platform. ERP-to-ecommerce, CRM-to-finance, custom internal systems. Plus AI-powered workflows, n8n automation, and Airtable/Softr portals.

Reporting & visibility

Dashboards for leadership, team leads, and cross-functional teams — product usage, delivery performance, capacity planning. Built from nothing where manual spreadsheets or guesswork existed before.

Systems and improvements I've built across internal operations, reporting, and business tooling.

Built a company intranet from scratch for a 30–80 person organisation — replacing scattered tribal knowledge with a centralised platform for onboarding, offboarding, access management, and documentation.

Designed a partner portal integrating HubSpot and Xero, serving 30+ partners with real-time lead tracking and automated commission reporting.

Built 25+ connectors on the Patchworks iPaaS platform — integrating ERP, CRM, finance, and e-commerce systems using APIs and custom data transformation logic.

Built an AI-powered lead qualification pipeline (Claude/OpenAI) that classified inbound HubSpot form submissions, matched them against the connector catalog and partner usage data, routed to the right team, and filtered spam.

Implemented SSO from scratch across 30–50 accounts and established access governance aligned with SOC2 and ISO27001 controls.

Built reporting and billing infrastructure at Juno that gave leadership client profitability visibility for the first time — contributing to a ~£320k turnaround over 18 months.

Led the full technical systems separation during the Tryzens acquisition — splitting accounts, migrating data, and standing up independent infrastructure.

What I focus on in the first 30 days.

When I step into a systems or operations role, I start by making the operational picture visible, identifying manual bottlenecks, and mapping where data and ownership are breaking down.

01

Map the current state

Review internal tools, access, reporting, workflows, and integrations to understand what exists and where teams are compensating manually.

02

Find the bottlenecks

Identify duplicated work, unreliable handoffs, missing visibility, inconsistent data, and tribal knowledge dependencies.

03

Prioritize & execute

Stabilize the highest-impact systems first through better structure, cleaner automation, stronger ownership, and practical reporting.

17+ years building at the intersection of technology and operations.

Patchworks

Jan 2020 — Present
Head of Internal Systems / IT & Internal Systems Administrator

Leading internal systems strategy across operations, HR, finance, and support for a 30–80 person company. Built 25+ iPaaS connectors, deployed internal portals and automation workflows, implemented SSO from scratch, and embedded AI into operational processes.

Patchworks iPaaSAirtableSoftrn8n HubSpotXeroGoogle WorkspaceClaude/OpenAI

Juno Ecommerce

Sep 2008 — Dec 2023
Head of Support & Systems / Project Manager / Developer

Progressed from data entry to Head of Support over 15 years. Built 50–100+ sites across Magento, WordPress, and Shopify. Managed a team of 5–10, built the reporting infrastructure behind a ~£320k profitability turnaround, and led the technical separation during the Tryzens acquisition.

Magento 1/2WordPressShopify GA4GTMPHPHTML/CSS/JS

Let's talk.

Open to conversations about internal systems, integrations, technical operations, and transformation-focused roles.