Brendon Carson
BRENDON CARSON

Most of my best work was not in the job description.

Fifteen years running businesses and non-profits, and selling software. The thread through all of it is the same: I am a professional problem solver that takes on problems and uncovers new ones, and fixes them all - even if I don't know how.

London, UK Eligible: UK · Ireland & EU · Canada Operations · Analytics · CRM Management
Reconciliation

Three careers, fifteen years, and the same problem solving running through all of them.

Discipline
In short
Business leadership 10+ years running businesses Zebra Therapy · Blackstock Ford Lincoln
Owner and director of a paediatric speech therapy clinic, built from nothing to 9 staff, 700+ clients and $500k+ revenue. Before that, sales, training, marketing and HR for a franchise dealership, where I oversaw pay plan overhaul, complete marketing rebuild, major talent acquisition, and inventive solutions to COVID interruptions that took us past revenue targets rather than merely surviving them.
Sport governance 10+ years on boards Ancaster Legacy FC · Guelph SC · Hillsburgh Erin SC
A decade as a director, including four years as President. Rebranded a club, launched the country's first grassroots partnership with a women's professional side and grew it into the largest competitive club in a city of a million people, and was directly responsible for reversing course on fledgling revenue streams with proper asset management, investment strategies, and club image improvements.
Automotive SaaS sales 7+ years selling software Keyloop · PBS Systems · Solera · DealerSocket · Kimoby
Enterprise and mid-market sales to dealer groups and OEM retailers on three to nineteen month cycles. Around $20m in total contract value and $5m in ARR closed, plus $3m+ in withheld receivables recovered. Most of it run day to day in Salesforce.
Common thread
Different industries, same instinct: find the thing costing money, or simply making everyone's work harder than it needs to be, and fix it.
Methodology

Spotting the problem is the easy part.

Everybody says they are a problem solver, so the phrase does not tell you much on its own. What I would point to instead is rapid deployment. I get a working fix into people's hands quickly, then keep developing and reviewing it live as real cases come through, rather than waiting on a perfect version that lands two quarters late.

01

Diagnose

Find the real cause, not the symptom everyone has learned to work around. The workaround is usually the clue.

02

Design

Work out the cleanest thing that fixes it, and keep it simple enough that people will actually use it.

03

Deploy

Get it into real use fast, then refine it against live cases. Speed is the advantage, and iteration is how it stays sharp.

04

Hand over

A fix that only works while I am holding it is not a fix. Document it, train whoever owns it, and leave it with them.

Evidence

Problems I went looking for.

None of these were in a job description. Each one was found on the job and built without being asked. Details are kept general on purpose.

Commercial recovery
Enterprise software vendor

Major accounts had stopped paying, and everyone was treating it as a collections problem.

I inherited a portfolio of at-risk accounts, some withholding as much as $500k.

It was not collections. It was accuracy. Customer records were spread across several systems that had never been integrated, so nobody could produce a version of the truth a client would accept.

So I built one. A reconciliation tool that pulled the disconnected sources together, created relationships between records where none had previously been possible, surfaced duplicates and conflicts, and produced a clean, verifiable statement of what each customer actually held. An unwinnable argument turned into a document we could put in front of a finance director.

$2m+ recovered · every at-risk account stable on departure
Governance & rebuild
Regional football club

A lawsuit, a shrinking membership and a reputation problem, all at once.

I became President of a club heading for financial trouble, facing legal action from a local university over facility use, and losing recreational and competitive players at a worrying rate.

The legal action was resolved without penalty. The rest took four years: a full rebrand, a lot of repair work in the community, and the first grassroots partnership in the country with a women's professional club. We also set and hit targets for female representation on the board and among competitive coaches.

By the end of my term it was the largest competitive club in a city of a million people, its tournament was the largest in the province, and it had won its first provincial cup in women's football.

Largest competitive club in a city of 1m · largest tournament in the province
Go to market
Franchise motor retailer

A small-town dealership losing ground in both sales and service.

We were never going to out-spend the metro groups, so we competed on what a smaller store can genuinely win: creative marketing programmes and a much stronger relationship with the community around it.

Staffing was the other half of it. Attracting young, eager people is notoriously hard in this industry, so I rebuilt the pay plans with less variable income and collective team bonuses. Once staff stopped competing against each other, lead conversion improved dramatically.

#1 in category nationally, three years running · prospects +236%
Financial turnaround
Community football club

Twelve months from insolvency, with its only real asset on the line.

I took over as Treasurer of a club the auditors had already flagged as seriously at risk. It was on course to run out of money within a year and close to defaulting on the ownership of its only indoor facility.

I negotiated a deal with the municipality to sell the facility while keeping exclusive use of it, which cleared the liability without losing the building in practice. I also uncovered fraudulent transactions that had been well hidden for years, and put new financial controls in place to make anything similar impossible going forward.

From there it was a matter of rebuilding cashflow so the club could plan past a single season.

No longer at risk on departure · competitive enrolment tripled
Forecasting & pricing
National food services business

A perishable business was ordering on instinct and throwing away the difference.

Retail units forecast demand by feel, which meant steady over-ordering and a level of waste that had simply been accepted as a cost of doing business.

I built a dynamic pricing calculator and a predictive ordering model, tuned per unit, so volumes and markdown timing followed demand rather than whoever was on shift.

13% reduction in food waste
Capital project
Automotive manufacturer

A first-of-its-kind facility, handed to someone with no credentials to lead it.

Leadership had taken note of the creative problem solving elsewhere in the business and trusted me with a $2m project to source, plan and build the company's first electrocoating facility, leading a team of engineers, accountants and buyers. On paper I was not qualified to run any of it.

It was delivered. The job was never to be the best engineer in the room, it was to hold the scope, the money and the sequence together while the specialists got on with their work.

Delivered on plan, with no formal background in the field
Database & CRM Management

Over a decade's experience inside a CRM, which is where many problems surface first.

Salesforce has been the system of record for most of my working life, across five automotive software businesses. It is also where a lot of the problems on this page first showed up, because a CRM is where a company's assumptions about itself get tested.

I build in it as much as I work in it, and reporting is the part I enjoy most.

Dashboards & reporting

Built to be used, not filed

I have built dashboards that leadership teams ran their week from, that got shared around the business unprompted, and that ended up presented at board level. Most reporting fails because nobody wants to open it. That is a design problem, and a solvable one.

Multi-system environments

When the same customer exists three times

Organisations running more than one Salesforce instance alongside separate billing and contract systems, where an account shows up in several places with different answers and nobody is sure which to believe.

Data quality

Reconciliation and clean-up

Duplicate records, mismatched product catalogues, and contract lines that do not agree with what is being invoiced. Building the reconciliation is usually the quickest route to a number people trust.

Pipeline & forecast

Reporting that reflects the business

Stage definitions, qualification criteria and reports built so the forecast describes what is really happening. Long cycles make this matter more, not less.

Adoption

Designed around the person entering the data

A CRM only stays accurate if the people filling it in get something useful back. I have spent enough years as the rep to know what makes that happen.

Analytics

Models, pipelines and reporting, in and out of work.

Most of my analytics work is commercial: forecasting, pricing, demand modelling and reporting layers built on top of systems whose native output could not get there.

The rest is sport, which is where I do my own work on my own data, and where a model either holds up against results or it does not.

Commercial modelling

Built for real operating decisions

Forecast models, dynamic pricing calculators, predictive ordering and territory analysis, built and deployed inside software, motor retail and food services businesses.

Quantitative modelling

Predictive models across four sports

Models for the NHL, NFL, MLB and football, club and international. Feature engineering, backtesting and calibration against live markets rather than against my own hopes.

Data engineering

End to end pipelines

Automated ingestion, cleaning and modelling, including a run-totals pipeline for baseball that runs from raw source data through to a usable prediction without manual handling.

Applied

Analysis that changed decisions

Ten years of using data in a competitive coaching environment: recruitment targeting, opposition analysis, workload and selection. It had to survive contact with a result on Saturday.

Formal training

MSc Data Science & Artificial Intelligence

University of Liverpool. Data warehousing, visualisation, database design and machine learning, taken to put proper structure under skills I had been using for years anyway.

Coaching

Ten years spent on players other programmes had given up on.

I coached women's competitive football in Canada for over a decade. My approach was never to recruit the best available player. It was to find the ones higher level programmes had released, work out what had gone wrong for them, and be patient for longer than most people were willing to be.

It took a long time to pay off, and it is much the same instinct as everything else on this page.

Coaching two players during a training session
Development work, indoor season
2024

Ontario Cup winners

The provincial championship, and something I had been chasing my whole coaching career. The same squad won the Ontario Women's Soccer League that season, plus several tournaments.

Development

40+ players into scholarships

Placed into OUA, OCAA and NCAA programmes. A good share of them had already been released by a higher level environment before they came to me.

Alongside

Head coach at university level

Four years running a university women's programme, handling recruitment and development alongside the club side of the work.

Celebrating the Ontario Cup win with the squad
Ontario Cup final, 2024
10+
Years coaching at competitive level
40+
Players that won scholarships
15+
Tournaments won
1
Ontario Cup
Toolkit

Whatever the fix calls for.

I build what the problem calls for. In practice that means deep Salesforce and Excel, Python and SQL for anything a spreadsheet cannot carry, and enough design and front-end to ship the finished thing rather than just describe it. I have taught myself programming skills and languages sheerly to fix problems that weren't getting fixed otherise.

CRM & revenue systems
  • Salesforce
  • Reports & dashboards
  • Data Loader
  • Flow & automation
  • Multi-instance reconciliation
  • Pipeline & stage design
  • Forecast modelling
  • Territory planning
  • HubSpot
Data & analysis
  • Excel
  • VBA
  • Python
  • pandas
  • NumPy
  • R
  • SQL
  • Power BI
  • Plotly
  • AWS
  • APIs
  • Git
Build & design
  • HTML
  • CSS
  • Photoshop
  • InDesign
  • Premiere Pro
  • Google Ads
  • Meta Business
What I am looking for

A role where fixing the machine is the job.

I have spent most of my career doing this work around the edges of a quota. What I want now is the version where it sits in the middle of the remit.

Revenue & sales operations

CRM, data, forecasting and process across a go to market function. Largely what I have been doing unofficially for years, with a mandate this time.

Solutions consulting

Customer-facing and technical. Enterprise deals where the answer is a real diagnosis rather than a pitch, particularly in automotive or vertical SaaS.

Business operations

Scaleups where the brief is honestly "go fix whatever is most broken this quarter", and the tooling gets built rather than requested.

Consulting & transformation

Advisory work in retail technology and operations, where a decade of domain knowledge is the reason to bring me in.

Get in touch

I would like to hear what you are working on.

Based in London. Eligible to work in the UK, Ireland and the EU, and Canada, with no sponsorship required. Open to permanent roles, contract and consulting engagements.