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Backend Automation
Engineer.

GoHighLevel · API Integrations · CRM Systems

I design and build scalable backend automation systems — lead capture, follow-up workflows, booking pipelines, and CRM logic that runs without manual input.

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Ruben Mendoza, Backend Automation Engineer
$ whoami
Ruben Mendoza
GoHighLevelWebhooksTwilioREST APIZapierMakeCRM Architecture

// about

I think in systems, not screens.

I'm a backend automation engineer focused on the infrastructure behind growth — webhooks, workflows, CRM logic, and integrations between the tools businesses already use. My work replaces manual processes with reliable systems that run on their own.

Designs
End-to-end workflow architecture
Builds
Webhook-driven lead pipelines
Integrates
CRMs, APIs, messaging, booking

// core stack

The tools I build with.

Specialized in connecting platforms, designing workflows, and shipping automation infrastructure that scales.

Backend & Automation

  • › GoHighLevel
  • › Webhooks
  • › REST APIs
  • › Zapier — Familiar
  • › Make — Familiar
  • › Twilio — Familiar

System Design

  • › Workflow architecture
  • › Lead lifecycle systems
  • › Data flow mapping
  • › Event-driven triggers
  • › Pipeline modeling
  • › State machines

Integrations & Tools

  • › CRM Pipelines
  • › SMTP / Mailgun
  • › Google Calendar
  • › Stripe
  • › Slack / Discord
  • › Custom Webhook Servers

// system architecture

How I Design Automated Backend Systems

A technical breakdown of a real backend system — from lead capture through booking, follow-up, and long-term reactivation.

system-architecture.diagram
Lead Processing Automation System architecture diagram
GoHighLevelTwilioWebhooksREST APIEmail Automation
// system

Lead Processing Automation System

Automates the full lead journey — from acquisition to booking and follow-up — using CRM automation, APIs, and workflow logic.

how it works
  • Captures leads from ads, funnels, and landing pages
  • Sends payload via webhook into the CRM in real time
  • Triggers automated workflows the moment data lands
  • Applies conditional logic to qualify and tag leads
  • Routes qualified leads into booking or nurture sequences
  • Automates reminders, follow-ups, and reactivation loops
key features
  • Instant response (<30s)
  • Conditional IF/ELSE workflows
  • Multi-channel: SMS + Email
  • Lead qualification & tagging
  • Long-term re-engagement loops
// Event-driven
Each step fires only when the previous emits a valid event payload.
// Stateful
CRM holds the source of truth — every contact has a clear lifecycle stage.
// Resilient
Failed webhooks retry; missed bookings auto-trigger recovery flows.

// systems shipped

Engineering case summaries

Real backends I've architected — structured by problem, system design, tools, and outcome.

Case Study 01 · HVAC

HVAC Lead & Booking Automation

Problem
Leads going cold within minutes; manual SMS replies; missed appointments; no recovery loop.
System
Ad → Webhook → CRM → Fast 5 (SMS+Email) → Sentiment branch → Booking → Reminders → No-show recovery → Review request.
Outcome
6 published workflows responding in under 60s, fully autonomous booking + recovery pipeline.
GoHighLevelTwilioWebhooksCalendar API
Case Study 02 · Reputation

Review & Reputation Management System

Problem
Inconsistent review collection; negative feedback going public; over-messaging engaged customers.
System
Tag trigger → SMS+Email → Wait+Follow-up → Link-clicked exit → Negative feedback intercept → Internal alert.
Outcome
4 workflows that auto-collect 5-star reviews, intercept negatives privately, and exit on engagement.
GoHighLevelSMS APIEmail AutomationSurvey Triggers
Case Study 03 · E-Commerce

E-Commerce Order-to-Invoice Automation

// system diagram
Architecture image placeholder
Problem
Manual order processing — spreadsheet logging, invoice creation, and confirmation emails all done by hand. No contact resolution or invoice referencing, causing delays as order volume grows.
System
Webhook → Google Sheets → Gmail → Xero Search Contacts → Router → (exists) Create Invoice / (new) Create Contact → Create Invoice.
Outcome
End-to-end automation: webhook fires, order logged, customer notified, Xero contact resolved or created, invoice generated with correct reference — zero manual input across 5 test scenarios.
MakeWebhooksGoogle SheetsGmailXeroReqBin
View full demo
// the difference
"I don't just build funnels.
I build backend automation systems that replace manual business processes."
Architecture-first
Systems mapped before built.
Automation-native
Every workflow is event-driven.
Integration-ready
Connects any tool to any tool.

// live walkthrough

System demo

A behind-the-scenes look at a live backend automation — funnel, webhook routing, CRM logic, and trigger workflows.

// let's build

Let's build automation systems that scale.

Open to backend automation, CRM, and integration roles — full-time, contract, or project-based.

Start a project View systems