About Me

I am the creator of Soapsuds and a hands-on builder with 14 years in the same role. That long tenure means my public CV has not kept pace with the real scope of my work, but it also reflects consistency, ownership, and deep operational knowledge.

What ALF Insight Is

ALF Insight is a B2B sales intelligence platform for the UK advertising and marketing industry. It is widely used by agencies, media owners, and new-business teams to identify decision-makers, track relationships, and spot buying signals.

What I Do

• Look after the backend of ALF Insight, keeping critical systems stable and dependable.
• Ship practical products end-to-end, from concept to production.
• Design clean systems with a bias toward reliability and clarity.
• Improve existing tools and workflows without creating unnecessary complexity.
• Lead by execution, accountability, and steady iteration.

Experience Snapshot

Across 14 years in one environment, I have worked across planning, implementation, backend ownership, problem diagnosis, and deployment. The through-line is simple: take responsibility for outcomes, communicate clearly, and make systems easier for people to use.

Now

I am actively modernizing my CV and portfolio to better reflect current capabilities. In the meantime, Soapsuds is both a product and a working example of how I think: idea-first, user-aware, and execution-focused.

Find Me

LinkedIn: Paul Roberts