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croman

Systems, automation and advertising that sell.

Carlos Roman, software developer and head of innovation. I design and build the commercial technology companies run on: management platforms, AI-powered customer service and measured advertising.

Each module of this station stands for one of those capabilities.

I lead technology innovation at a large-scale company: data analytics, applied artificial intelligence and internal tooling. Alongside that, I design and build software products, online stores and websites for well-known brands.

websites for well-known brands
25+
online stores
4
applications built
10+

Nine modules. Each one, a proven capability.

Pick a module or follow the full tour.

  1. Command moduleBusiness intelligence
  2. Communications moduleAutomated customer service
  3. HabitatManagement platforms
  4. Cargo portOnline commerce
  5. AirlockWebsites for brands
  6. Main armCustom development
  7. Solar arraysOwn infrastructure
  8. Precision armAI-driven development
  9. PropulsionMeasured advertising

Command module

Decisions backed by data, not by instinct.

At a large-scale company with a sales network and several brands, I build the systems that give leadership visibility.

  • A data-driven buyer profile

    Internal

    A system that, every night, brings together ad spend, sales, CRM records and market prices, and automatically writes up the profile of who buys each product.

    Built on tens of thousands of real contacts

  • Control over the advertising budget

    Internal

    A tool that audits and optimises dozens of ad accounts in a single run and flags the campaigns whose costs are out of range.

  • Continuous competitive intelligence

    Internal

    Automated daily monitoring of competitors’ public activity, built exclusively on open sources.

Tools: Python · Node.js · Meta Marketing API · Bitrix24

Communications module

Sales conversations that never go unanswered.

  • Service on WhatsApp, Instagram and Messenger, around the clock

    Live

    An AI sales assistant: it understands voice notes and images, answers only with verified information and hands the conversation to a person when it should.

    850 commits · 237 test files

    See it live (opens in a new tab)

  • Every enquiry, traceable

    In use

    Each conversation is logged in the CRM with its source, including the ad that started it, so the sales team can follow up.

Tools: Node.js · Supabase · WhatsApp Business API · Bitrix24

Habitat

Platforms for businesses that serve people.

  • End-to-end clinic management

    Public demo

    Scheduling, clinical records, treatment quotes, cash register, bookings and online payments, in a single platform.

    587 commits · over 1,700 tests

    See it live (opens in a new tab)

  • Online booking, no intermediaries

    Live

    Each business gets its own booking page, its calendar and its session packages.

    0 accessibility issues across 16 screens

    See it live (opens in a new tab)

Tools: Next.js · React · Supabase · Firebase

Cargo port

Stores that sell and are run from a single place.

Each store ships with its own back office, with no dependence on a third-party platform.

  • Online sales on a purpose-built system

    Live

    Catalogue, cart and checkout, with orders, cash register, costs and WhatsApp notifications in the same environment.

    4 online stores built

  • Profitability in plain sight

    Live

    Inventory, coupons and a dashboard that shows the real margin on every sale, not just revenue.

Tools: Next.js · React · Supabase · PostgreSQL · Firebase

Airlock

Websites each brand can run on its own.

  • A digital presence for well-known brands

    Live

    Corporate and product websites: fast and ready for campaigns.

    Over 25 websites delivered

  • Freedom to update the site

    Live

    A purpose-built panel for editing copy and images. Every change is published automatically.

  • Search visibility from day one

    Search engine optimisation is part of the delivery, not an add-on.

    On one delivered site: SEO 100 and accessibility 96 in Lighthouse

Tools: Laravel · Next.js · React · Tailwind CSS

Main arm

Custom software for processes that used to live in spreadsheets.

Several are internal tools at the company I work for: they cannot be shown, but they can be described.

  • Centralised screen management

    Internal

    A panel to manage what plays on the screens at every branch: playlists, schedules and remote shutdown. It works even offline.

  • Automatic delivery prioritisation

    Internal

    A spreadsheet turned into an application: it reads invoices with text recognition and indicates what to deliver first.

  • Quotes with an approval workflow

    Internal

    Request, approval, PDF quote and customer sign-off by email, in a single flow.

    More than 10 applications built

Tools: Laravel · Node.js · Next.js · Supabase · SQLite

Solar arrays

Infrastructure of my own, with a contingency plan.

  • Independence from providers

    A server configured from scratch, with deployment, backups and secure access, which came to run more than 10 applications at once.

    Around 65 containers

  • Monitoring and early alerts

    A purpose-built resource dashboard and a watchdog service that sends alerts to a phone, even when the server is offline.

  • Continuity when something fails

    In use

    If the server goes down, the websites stay online from a replica on another network.

    In real operation since 31 October 2026

Tools: Coolify · Docker · Self-hosted Supabase · Cloudflare · Tailscale

Precision arm

Development directed through artificial intelligence agents.

It is what allows a single developer to sustain everything on this station.

  • Fast delivery, with quality control

    Every change starts from a specification and ends with automated tests and a security review.

  • Automation of recurring tasks

    A personal agent with scheduled jobs: reports, monitoring and backups.

    Around USD 0.0012 per query

  • Artificial intelligence with the data under control

    Image, video and voice generation on in-house hardware, without sending information to third parties.

Tools: Claude · MCP · Ollama · Vitest · Playwright

Propulsion

Advertising that starts conversations, with measured results.

  • A steady flow of enquiries

    In use

    Campaigns managed by software, not by hand: click-to-WhatsApp ads, dynamic catalogue and remarketing.

    More than 3,300 conversations in 90 days, at roughly USD 0.45 each, across two stores

  • A daily investment recommendation

    A dashboard that analyses inventory and performance, indicates what is worth advertising and leaves the campaigns ready for approval.

    2,135 automated tests

  • Advertising generated automatically

    In development

    The business describes what it sells and the platform produces the strategy, the copy and the creatives.

    See it live (opens in a new tab)

Tools: Meta Marketing API · Next.js · PostgreSQL · Claude

One system, not loose parts.

Automated service answers what advertising generates. The store collects what that service closes. The data shows where to invest tomorrow. The infrastructure holds it all together.

What I build it with

Front end
Next.js · React · TypeScript · Tailwind CSS · Three.js
Back end
Laravel · Node.js · Python · Django
Data
Supabase · PostgreSQL · Firebase · SQLite
Infrastructure
Coolify · Docker · Cloudflare · Vercel · Tailscale
Artificial intelligence
Claude · Ollama · MCP · n8n
Channels and advertising
WhatsApp Business API · Meta Marketing API · Bitrix24

Does your sales operation run on spreadsheets and WhatsApp?

Let’s talk about your operation: what you sell, how you manage it and what is holding back your growth. I will propose where to start.

Let’s talk