An AI and data engineer who started in sales.

How I got here

I started on the phones. A sales floor at a bank in Cardiff, then a recruitment desk, then a stretch selling in Gran Canaria and for an events business. Four years of targets, call sheets and Monday pipeline reviews, and a growing suspicion that the people who built the systems we sold from had never sat where I was sitting.

At 25 I went back to university. Computer Science at Cardiff Met, a first-class degree and Computing Student of the Year at graduation, with a semester in Eindhoven on applied data science in the middle of it. It felt late at the time. It was the best decision I have made.

The decade after that was data. A year at GE on business intelligence while I was still studying. BT's graduate programme as a big data engineer. A two-year Knowledge Transfer Partnership with Innovate UK, researching and building new data models into a marketing attribution platform. Then streaming pipelines at confused.com, in Databricks and PySpark, feeding the marketing team numbers they could act on the same day.

Then Cubed, where the two halves met. Solutions engineer on a marketing analytics SaaS, sitting between the engineering team and the sales manager on enterprise deals. Scoping the requirement, designing the integration, running the demo, closing the loop. It was the first job where writing the pipeline and holding the commercial conversation turned out to be the same skill.

I was made redundant in November 2024. APEX AI started the following month.

What that gives you

Two things, and the combination is rarer than it should be.

I can build the thing properly. Data models, API integrations, enrichment pipelines, the CRM schema underneath all of it, and the AI systems on top. Not configured in a no-code tool and abandoned, but built like software, with a defined answer for what happens when something fails at three in the morning.

And I know what it is for. I have carried a number. I know what a rep will actually open on a Monday morning, what a sales manager will trust in a pipeline review, and which dashboards get looked at once and never again. That is the difference between a system that gets used and a system that gets worked around.

How I work

Founder-led, and deliberately so. I scope and build the work myself, and bring in specialist help when a project needs it. I work from Cardiff with clients across the UK, Europe and the US, and almost all of it happens without anyone being in the same room.

Every engagement starts with a paid diagnosis rather than a pitch, because scoping a build off a guess is how projects go wrong. Fixed scope, fixed fee, with the limits written down. And I will tell you when something is not worth building, including when the honest answer is that I am the wrong person for it.

Outside of work there is a son born this summer, and a Fantasy Premier League team that gets more data engineering than it deserves.