Operator first. Builder second. Both, every day.

From 2017 to 2020 I worked at a digital agency in Bucharest doing front-end work — building marketing sites, e-commerce flows, and campaign landing pages for clients who mostly weren't in the room when decisions got made. I learned to write HTML, CSS, and JavaScript well enough to ship. I also learned how often agency output misses, because the people coding are five degrees removed from the people actually selling.

From 2020 onward I've sat on the other side: inside the business, running operations. Today that's OXYHELP, where I handle commercial operations, customer-facing sales processes, HubSpot CRM administration, and the daily problem of how a global B2B team actually converts prospects into pipeline. I live in HubSpot the way most people live in their inbox.

Somewhere between the agency years and the operator years, AI assistance got good enough that I could ship working software again — not just glue scripts, real product. The first thing I built was the system that became the OXYHELP digital card platform. Then sales colleagues at other companies asked if I could build them the same. Then enough of them asked that I gave the practice a name and a website.

The B2B sales teams I've worked with don't have a code problem. They have a process problem disguised as a tooling problem. They need someone who can sit through their sales meeting, watch where the leads actually leak, and then go build the specific small thing that closes the leak — in 2 weeks, in their HubSpot, on a subdomain they own.

That requires fluency in three languages at once: how sales operations actually work, how HubSpot's APIs and lifecycle stages behave under load, and how to ship working product without an engineering team. Most agencies have one or two of those. Most freelance developers have the third but not the first two. I work in all three every day, which is why my projects compress to weeks instead of months.