Operations · CRM · Automation · AI
Jay Lord Dela Cruz
Operations Architect | Customer Success Leader | CRM & Automation Specialist
10+ years across Operations Management, Customer Success, Technical Support, and Software Development Support — helping businesses turn broken processes into systems that run themselves.
About
The short version
I didn't start in marketing or automation. I started fixing computers at an internet café, then spent a decade in technical support, escalation management, and operations leadership before automation and AI became the tools I used to solve the same problem I'd always solved: businesses drowning in manual work.
I've been the first point of contact during a VPN outage. I've built the process that took a support team to Lean Six Sigma–certified discipline. I've automated an entire webinar business end to end. I've migrated legal firms off DRIP, rebuilt CRM stacks for real estate platforms, and stood up AI voice and conversational systems for companies that needed to scale support without scaling headcount.
The thread through all of it: find where the process breaks, fix it, and build something that doesn't need to be fixed again.
What I've built
Outcomes, not just tools
Took a support team to Lean Six Sigma Green Belt–certified process discipline
As SME Process Lead for a VPN software company — redesigned internal workflows and became primary CRM administrator (Zendesk, SnapEngage) for the whole support org.
Built and led a technical support department from the ground up
Early-stage fintech startup — promoted to department lead within three months, then technical support lead, becoming the bridge between customers, operations, and engineering.
Fully automated a webinar company's operations
Built end-to-end with Make.com — registration, reminders, attendance confirmation, and certificate generation, with zero manual steps.
Ran agency-wide GoHighLevel operations
Administrator for a white-labeled coaching organization — onboarding, snapshot management, automation deployment, and daily technical coaching for the client community.
Delivered CRM and AI migrations across legal, real estate, medical, and coaching industries
Including a full DRIP-to-GoHighLevel migration with membership and webhook automation, and voice AI / conversational AI systems for a real estate CRM provider.
Showcase
Systems I've shipped
Screenshots of automations, chatbots, and systems I've built and shipped for clients.
Experience
Professional timeline
Internet Café Technical & Business Support
Age 18 — first jobLocal internet café
- Device management, maintenance, and troubleshooting for computers and peripherals
- Data entry, appointment scheduling, APK installation and software setup
- Audio and video editing, general customer and technical support
Customer Service Representative
~1 monthBPO (seasonal account)
- Customer communication and call handling under service-level expectations
Technical Support Representative → Temporary SME
Antivirus software company
- Phone and chat troubleshooting, product assistance
- Peer support, escalation handling, knowledge sharing
- Completed internal leadership training track
Subject Matter Expert (SME)
Promoted within 1 yearAntivirus software company
- Tier 1 escalation support across chat and email
- Bug reporting, feature requests, alpha/beta testing, dogfooding programs
- Root cause investigation and validation testing across devices
- Client calls and incident status reporting
- VPN outage management — first point of contact for critical incidents
SME Process Lead — VPN Software
Promoted after 1 more yearAntivirus software company
- Internal process design and workflow optimization for CX and team efficiency
- Lean Six Sigma certified, Green Belt trained
- Primary CRM administrator for Zendesk and SnapEngage
- Direct collaboration with Process Improvement Managers, Account Directors, and client stakeholders
Customer Success Operations → Technical Support Department Lead
Pandemic era — remoteFinTech startup (early team member)
- Started in LiveChat/email support, promoted to department lead within 3 months
- Built process, team structure, and workflows for a new department from scratch
- Took ownership of technical support: investigations, developer collaboration, escalation management
Automation Build — Make.com
Philippine webinar company
- Fully automated webinar operations: registration, reminders, attendance confirmation, certificate generation
GoHighLevel Agency Administrator
Senior transition specialist coaching organization
- Client onboarding, system configuration, and training for a white-labeled GHL ecosystem
- Daily office hours and Zoom coaching for the client community
- Snapshot management, automation deployment, campaign and CRM operations
GoHighLevel Certified Administrator — Independent Consultant
CurrentMulti-industry clients
- Automotive/detailing: automation and campaign management
- Marketing agencies: email and internal workflow automation
- AI services: Apollo lead generation, prospecting systems
- Medical & surgical: automation repair, campaign optimization
- Psychology & coaching: lead management, membership automation, custom dashboards
- Legal: DRIP-to-GHL migration, ThriveCart integration, webhook automation, reporting, AI implementation
- Real estate CRM provider: onboarding, advanced workflows, AI conversation and voice AI systems, custom browser development
Core expertise
Where I add the most value
Operations
Process design, SOP creation, team leadership, performance management
Customer Success
Customer journey optimization, escalation management, retention support, community management
CRM Systems
GoHighLevel, Zendesk, HubSpot, Intercom, Freshdesk, SnapEngage, Monday.com, Jira, Make.com, Zapier, Retool
Automation
Lead management, email/SMS automation, webinar systems, membership systems, workflow engineering
AI
Conversational AI, AI voice, AI-powered customer engagement, AI workflow implementation
Technical
Troubleshooting, QA testing, bug reporting, product support, development collaboration
Industries served
Contact
Let's build something that works.
Operations, CRM, and automation problems don't fix themselves. If you've got one, let's talk.