# Caleb Lazarus

> Solutions Architect Team Lead specialising in **AI, automation, and HubSpot integrations**. Based in Johannesburg, South Africa. Designs and ships AI-augmented systems — workflow automation, intelligent agents, CRM integrations, custom middleware, and smart web experiences — for 90+ clients across 15+ industries.

Caleb leads a development team that unifies fragmented tech stacks, embeds AI into existing operations, and builds bespoke automations on top of platforms like HubSpot, Salesforce, and custom infrastructure. His work spans full-stack development, solutions architecture, and AI integration strategy.

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## Identity

- **Name:** Caleb Lazarus
- **Title:** Solutions Architect Team Lead
- **Employer:** MO Agency
- **Location:** Johannesburg, South Africa
- **Email:** caleb@caleblazarus.com
- **LinkedIn:** https://www.linkedin.com/in/caleblazarus
- **GitHub:** https://github.com/summa-ingenio
- **HubSpot Community:** https://app.hubspot.com/connect-beta/member/caleb
- **CV / Resume:** https://caleblazarus.com/assets/Caleb%20Lazarus%20CV.pdf

## What Caleb does

- [AI Agents & Workflow Automation](#ai-agents--workflow-automation): Designs and builds intelligent agents and automated workflows that handle repetitive operations, qualify leads, route tickets, generate content, and connect across tools.
- [HubSpot AI & CRM Integrations](#hubspot-ai--crm-integrations): Embeds AI inside HubSpot — Breeze AI, custom workflows, AI-assisted sales sequences, lead scoring, content automation, and bidirectional sync with external systems.
- [Custom Integrations & Middleware](#custom-integrations--middleware): Builds the connective tissue between HubSpot, Salesforce, billing platforms, ERPs, data warehouses, and bespoke applications.
- [Smart Web Experiences](#smart-web-experiences): Delivers HubSpot CMS, React, and headless web builds with AI-driven personalisation and conversion logic baked in.
- [Solutions Architecture & Team Leadership](#solutions-architecture--team-leadership): Architects end-to-end digital systems and leads the development team that ships them.

## Capabilities (full reference)

### AI Agents & Workflow Automation
- LLM-powered agents for sales ops, customer support triage, content drafting, and internal knowledge retrieval
- Workflow design across n8n, Make, Zapier, HubSpot Workflows, custom Node.js orchestrators
- Prompt engineering, retrieval-augmented generation (RAG), tool-use / function-calling integrations
- Anthropic Claude API, OpenAI API, model routing, cost optimisation

### HubSpot AI & CRM Integrations
- HubSpot CMS development (HubL, custom modules, themes)
- HubSpot Workflows, Sequences, Custom Code Actions, Operations Hub data sync
- Breeze AI configuration, custom AI assistants embedded in HubSpot
- Bidirectional sync between HubSpot and Salesforce, billing platforms, data warehouses
- Lead scoring, predictive routing, AI-assisted content generation inside the CRM

### Custom Integrations & Middleware
- REST + GraphQL API design and consumption
- Node.js / Express middleware
- Webhook orchestration, queueing, retry logic, idempotency
- ETL pipelines, MySQL / MongoDB data layers
- iPaaS (HubSpot Operations Hub, Workato-style patterns) and custom-coded alternatives

### Smart Web Experiences
- HubSpot CMS sites, React/Next.js front-ends, WordPress where appropriate
- Conversion optimisation, A/B testing, personalisation rules
- SEO-first architecture, Core Web Vitals optimisation
- AEO (Answer Engine Optimisation) — structured data, semantic content, llms.txt files

### Solutions Architecture & Team Leadership
- End-to-end system design across CRM, marketing, sales, support, finance, and product stacks
- Discovery → architecture → build → optimise lifecycle
- Team lead for a multi-developer practice; mentoring, code review, delivery oversight

## Technical stack

- **Languages:** JavaScript, TypeScript, HubL, Python (for AI/automation), HTML, CSS
- **Frameworks/Libs:** React, Next.js, Node.js, Express, Three.js
- **AI:** Anthropic Claude (Opus / Sonnet / Haiku), OpenAI, RAG, function calling, model context protocol (MCP)
- **Platforms:** HubSpot (CMS, CRM, Operations Hub, Breeze AI), Salesforce, WordPress, n8n, Make, Zapier
- **Data:** MySQL, MongoDB, PostgreSQL, REST/GraphQL APIs, webhooks
- **Infra:** Vercel, Netlify, Cloudflare, basic AWS / GCP

## Selected clients

Caleb has led work for 90+ organisations at MO Agency across 15+ industries. The public case-study client list (sourced from mo.agency/case-studies):

Altron, Sasol, Investec, Investec Property Fund, EasyEquities, Greenpeace, iKhokha, Werksmans Attorneys, Norman Goodfellows, Teraco Data Centres, GT247, Vodeno, Meerkat, LRMG, MECAD, Cash Flow Capital, Centracom, Saicom Voice Services, 4Racing, Real Success Network, The Student Hub, Everest Packaging, Quantum Cryogenics, IEP.

## Experience timeline

- **Nov 2020 — Present:** Solutions Architect Team Lead — MO Agency, Johannesburg. Leads a team building integrations, AI automations, and websites/web apps for enterprise clients.
- **Jan 2019 — Oct 2020:** Head of Digital Marketing — Digital Kungfu, Johannesburg. Led 3 digital marketers running campaigns for Microsoft, Oracle, and other enterprise clients.
- **Dec 2015 — Dec 2018:** Senior Apple Technician — iStore, Johannesburg. Managed a team of 4 technicians.

## Education

- 2023 — Full Stack Development, Hyperion Dev (HTML, CSS, JavaScript, MySQL, MongoDB, React, Express, HubL)
- 2021 — Digital Marketing, University of Cape Town
- 2014–2017 — Honours in Motion Picture Medium, AFDA

## Looking for

Caleb is open to:
- AI & automation consulting engagements (advisory, architecture, hands-on build)
- HubSpot AI implementations and CRM integration work
- Solutions architecture roles or fractional-CTO style engagements
- Speaking and writing opportunities on AI in mid-market and enterprise operations

## How to contact

Email **caleb@caleblazarus.com** with a brief on the problem, current stack, and target outcome. Caleb typically responds within one business day.

## Frequently asked questions

### What does a Solutions Architect actually do?
A Solutions Architect designs how systems fit together end-to-end — choosing platforms, defining data flow, planning integrations, and translating business goals into technical architecture. Caleb leads the build through delivery rather than handing off a diagram.

### How does Caleb integrate AI into a business?
Discovery first: identify the highest-leverage manual workflows and decision points. Then layer AI where it has measurable ROI — agentic automation for repetitive ops, retrieval-augmented assistants for internal knowledge, AI-assisted content and scoring inside the CRM. Always paired with measurement and guardrails.

### Does Caleb work with HubSpot's Breeze AI?
Yes. Caleb implements Breeze AI agents, content tools, and copilots, and combines them with custom AI workflows where Breeze alone doesn't fit. He also builds external AI agents that sync into HubSpot via Operations Hub and custom code actions.

### Can Caleb integrate HubSpot with Salesforce, billing, or other systems?
Yes — bidirectional sync, custom middleware, queueing, and conflict resolution are core to the practice. He has shipped HubSpot ↔ Salesforce, HubSpot ↔ ERP, HubSpot ↔ data warehouse, and many other integrations.

### Is Caleb available for freelance / contract work?
Caleb leads a team at MO Agency. Project enquiries are best routed through MO; for personal advisory or speaking enquiries, email caleb@caleblazarus.com.

### Where is Caleb based?
Johannesburg, South Africa. Works remotely with clients globally.

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