Senior Salesforce
Expertise, On Demand.
CTA-certified architect with 16 years in the ecosystem. I solve complex Salesforce problems and build solutions that last — from architecture and integrations to DevOps and data migrations.
The Architect
Behind Craftery.
I'm Mark Lotz — a Salesforce Certified Technical Architect with 16 years in the ecosystem, from consultant to chief architect at Europe's largest independent Salesforce partner.
My career spans leading consulting firms of various sizes and end-client roles across retail banking, wealth management, insurance, utilities, publishing and SaaS. That mix taught me both the rigour of enterprise architecture and the pragmatism of teams that live with the systems they build.
I now run Craftery, providing fractional architecture services — bringing senior technical leadership to organisations without the overhead of a full-time hire or agency engagement.
Industries
Certifications
- verified Salesforce Certified Technical Architect
- verified Platform Developer II
- verified Sales / Service / FSL Consultant
- verified MuleSoft Integration Architect
- verified AWS Solutions Architect — Associate
- verified GCP Professional Cloud Architect
Common problems I help clients solve.
Org Optimisation & Refactoring
Layers of legacy automations on deprecated Process Builders. No consistent framework for triggers or validations. A constant stream of error notification emails, failing tests, and a data model that makes every change harder than it should be.
Technical debt is natural for growing orgs, but it doesn't mean you carry on with it. I help clients with large-scale refactoring — simplifying the org, migrating to standard features or AppExchange products where they fit, and re-implementing using modern development standards.
Custom Development
A business problem that doesn't map neatly onto standard features. Stakeholders who know something isn't right but can't articulate exactly what the solution should look like.
Solving problems is what brought me into this trade. I enjoy working with your business to bring clarity about the problems worth solving — through prototyping, demos and rapid iteration until the right solution takes shape.
Field Service Automation
Requirements gathered from head-office teams who need an efficient way to direct the field force — but the reality on-site is different.
Automating field work is more complex than it looks from the office. I've spent many days in the field with actual engineers to understand how different their experience is. That perspective shapes solutions that work for dispatchers and the people doing the work.
DevOps & Release Management
Deployments that take longer and longer, defying all the promises of rapid delivery. Large deployments of often unrelated metadata and brittle unit tests that break for the wrong reasons.
I've helped many companies change this by adopting modern DevOps tooling, automating releases and breaking down their metadata into manageable packages with genuinely helpful test suites.
System Integration
Salesforce almost never exists in isolation. Your clients may start their journey in your onboarding systems and billing and fulfilment probably happens elsewhere.
I have extensive experience moving clients to proven integration platforms like MuleSoft or demystifying Salesforce by blending it into the world of existing micro-services. The right integration strategy starts with understanding the full picture.
Data Migration
A new platform implementation where the data migration is treated as an afterthought. Complex source models with years of accumulated records and unclear field mappings.
Data migration is often the overlooked risk on Salesforce projects. I bring deep knowledge of domain models and a pragmatic approach — automated migration pipelines, complex field mapping, and the sequencing that makes or breaks a go-live.
How I Work
Problem First
Every engagement starts with the problem, not the tooling. I work with you to understand what's broken, what's missing or what needs to scale — then shape the right approach around it.
Hands-On
I prefer to build, not just advise. Architecture, code, pipelines, migrations — I take ownership of the solution end-to-end and deliver working outcomes, not slide decks.
Amplified by AI
Recent advances in agentic workflows allow me to apply deep domain knowledge and technical judgement across a wider range of clients — moving faster without compromising quality.
I embed with your team on a part-time or project basis — senior technical leadership without the overhead of a full-time hire or agency engagement. Based in Brighton, UK and available for remote work across UK and Europe.
Need expert help with Salesforce?
Consultations are tailored to your specific needs. Let's discuss how I can help your team move forward.
Let's talk about your next project.
Have a Salesforce challenge? Let's discuss how I can help.
Based in Brighton, UK
Available for remote strategy and select in-person workshops across the UK and Europe.