# Lay Durafé > AI Lead Architect / Forward Deployed Engineer (FDE) & Strategist, Agent Engineering at Salesforce • 21x Salesforce Certified Application & System Architect Location: Greater London, England, United Kingdom Profile: https://flows.cv/lay Hi, I'm Lay, an enterprise software expert with a specialty in digital transformation using SaaS & PaaS technologies. I am a 21x Certified Salesforce Application & System Architect, with an extensive track record in both developing and advocating cutting-edge solutions on the Salesforce platform. Demonstrating a solid history in leading and executing complex strategic implementations to enterprise pre-sales, I have consistently shown an ability to bridge technical expertise with impactful business outcomes. I excel in elevating companies' software strategies, ensuring they harness the full potential of their technology investments across any platform. I am committed to not just delivering superior performance in my role but also nurturing a culture of autonomy, joy and career progression, guiding the teams I lead to achieve excellence whilst being fulfilled in their roles. Highlights: * Salesforce Certified Application Architect * Salesforce Certified System Architect * 21x Salesforce Certified * 500+ Salesforce Trailhead Badges * 12x SAP Certified * 1x Google Certified * 1st Class Honours in BSc Computer Science with Professional Practice from Brunel University London * Recipient of the 'FY22 Mission Impossible Delivery Team' Award at Salesforce * Recipient of the 'FY21 Mission Impossible' Award at Salesforce * Recipient of the 'FY20 Futureforce Rising Star' Award at Salesforce * Recipient of the 'FY19 CSG People's Choice' Award at Salesforce * Featured in the official Salesforce Developers blog during my time at Eli Lilly and Company * Featured as part of a developer group showcased at Salesforce's London World Tour 2017 Salesforce Trailhead Profile: • https://trailhead.salesforce.com/me/laydurafe ## Work Experience ### AI Lead Architect / Forward Deployed Engineer (FDE) & Strategist, Agent Engineering @ Salesforce Jan 2025 – Present As an AI Lead Architect / Forward Deployed Engineer (FDE) & Strategist, I partner with our most strategic customers to design, build, and deliver next-generation Agentic AI solutions on Salesforce. I operate as an AI strategic advisor, architect, and builder in one — taking enterprises from idea → architecture → production AI at scale. By fusing deep Salesforce platform expertise with rapid forward-deployed execution, I embed GenAI-powered, agentic automation into mission-critical workflows that transform how enterprises work and win in the AI era. My recent high impact engagements include: • AI Lead Architect / Forward Deployed Engineer (FDE) & Strategist at Global Beauty & CPG Icon • AI Flagship Demo Presenter - Dreamforce 2025 High-impact outcomes from these engagements included: • Led an EVP-sponsored global account, deploying agentic AI across EMEA & North AMER; establishing the enterprise AI architecture used as the customer’s AI scaling blueprint. • Refactored a GenAI case classification & AI email response pipeline into a unified orchestration layer, reducing service response times from days to seconds while ensuring consistent, compliant, and auditable AI behavior at scale. • Engineered an end-to-end prompt logging and traceability framework, enabling full auditability and executive confidence to deploy customer-facing AI in regulated environments. • Architected & built a live internal employee productivity agent that reduced a 15-step loyalty validation workflow to a single natural-language command. • Architected & built external-facing AI agents integrated with complex OMS platforms across the USA & Canada, enabling real-time, agentic AI post-purchase support. • Presented flagship technical demos at Dreamforce 2025 & World Tour London, serving as the FDE resident expert in executive-level AI conversations. • Selected as a global trainer for the FDE Agent Engineering org, scaling enterprise AI delivery capability through intensive hands-on bootcamps. ### AI Lead Technical Architect, Global AI Practice @ Salesforce Jan 2024 – Jan 2025 As an AI Lead Technical Architect, I specialized in the Salesforce Generative AI Suite, acting as both a trusted advisor and deep product/platform expert for customers. I was part of a global AI team that designed and embedded Salesforce’s enterprise AI solutions, driving transformative business outcomes for some of the company’s most strategic customers. My high-impact engagements included: • AI Lead Technical Architect – Global Icon in Media & Entertainment • AI Lead Technical Architect – Premier International Motorsports Organization • AI Flagship Demo Presenter - Dreamforce 2024 • AI Lead Technical Architect – Top-Tier Multinational Investment & Asset Management Firm • AI Lead Technical Architect – Integrated Global Energy Supermajor • AI Lead Technical Architect – World Leader in Specialty Chemicals & Advanced Materials High-impact outcomes from these engagements included: • Led the delivery of a visionary Proof of Technology, demonstrating how customer service can be transformed through AI-powered, agentic conversational automation on Salesforce. • Earned direct recognition from the Office of the CEO for leading a game-changing leap in voice-powered agentic service automation. • Presented to 45,000+ customers and Trailblazers at Dreamforce 2024, spearheading 6 flagship AI technical demos, including the Agentforce Super Demo, Agentforce Mega Demo, Prompt Builder Super Demo, Build AI Apps & Agents with Low Code, and Test & Ship AI Apps & Agents at Scale. • Led the architecture and design of a custom GenAI + RAG-powered Service Reply solution for multilingual chat and email, reducing agent effort and enabling globally scalable support. • Directed and developed an AI-driven sales meeting insights pipeline, cutting Sales Manager administrative overhead and enabling faster, more informed decision-making for customers. • Facilitated and led AI strategy workshops to identify and architect next-generation use cases leveraging the Salesforce GenAI Suite. ### Enterprise Accounts, Senior Sales / Solution Engineer @ Salesforce Jan 2022 – Jan 2024 As an Enterprise Accounts, Senior Sales / Solution Engineer, I accomplished the following: • SE Deal Contributions totalling $3.5M • Presented at Salesforce World Tour London 2023 to 11,744 live customers and trailblazers, spearheading a F1 Data Cloud Super Demo. • Managed the complete sales engineering lifecycle for a leading security locks provider, securing a new logo win with a $316K ACV / $1.58M TCV. • Conducted a Salesforce Platform Advantage & Multi-Cloud Journey demo (incorporating marketing automation, sales, and service clouds) to C-level and senior stakeholders of an energy company with deal eventually closing for $1.8M ACV / $5.3M TCV. • Delivered a Salesforce Einstein AI (GenAI) demo to C-level executives in the UK utilities sector, contributing to an opportunity worth $887K. • Developed Service Einstein AI virtual demos for a prominent energy provider, closing an opportunity worth $322K. • Developed and showcased a Salesforce SRM demo to senior stakeholders in the UK utilities sector, leading to a $109K opportunity. • Merged technical expertise with sales skills to offer dedicated pre-sales support, working closely with the sales team to comprehend client needs and craft tailored solutions. • Executed comprehensive product demos, highlighting the solutions' value proposition and key features to potential clients, effectively addressing their technical queries. • Developed and authored the Service Gen' AI for Utilities - Config' Guide, streamlining the creation of demos to demonstrate Service Gen' AI capabilities for internal teams. • Developed essential knowledge sharing assets on the internal portal for SEs facing similar inquiries with their customers: Invocable Apex Class - Working Template: Calling a SOAP API from Salesforce Flow, Einstein Bot - Using Knowledge Search in Chat - Guide, Tutorial and Managed Package ### Lead Solution Architect & Migration Lead at Access Group @ Salesforce Jan 2022 – Jan 2022 As a Lead Solution Architect & Migration Lead at Access Group, I accomplished the following: • Led a 4-member data development team to integrate eight major acquisitions into Access Group's Salesforce ecosystem, prioritising commitment to rapid strategic expansion and operational excellence. • Engineered expert data migration strategies for acquired Sales, Service, and Finance systems to target Salesforce landscape enhancing data integrity and system usability. • Partnered with acquired cross-departmental teams to align migration efforts with business objectives. • Served as the primary technical liaison for Salesforce migration, ensuring multi-stakeholder and team support. • Leveraged tools like Data Loader, Alteryx, and Workbench for efficient data transfer and management. • Implemented data validation and QA protocols, assuring accuracy throughout the migration process. • Produced comprehensive documentation and training for a smooth transition for acquired companies to the new Salesforce environment. • Deep monitoring of migration progress, addressing challenges to meet project deadlines. • Worked in concert with multiple integration teams to document the migration lifecycle, capturing essential features and functions. Technologies Used: • Salesforce, SQL Server, MS Office 365, Slack, Alteryx, Data Loader, Workbench ### Lead Technical Architect & Developer Lead at Health Service Executive for Ireland @ Salesforce Jan 2020 – Jan 2021 As a Lead Technical Architect & Developer Lead for HSE, I accomplished the following: • Directed the technical vision for a robust Salesforce implementation, leading the charge in administering 7.9+ million vaccine doses during the peak of Covid-19 pandemic. • Led the critical Covax work-stream of 3 direct reports and at times increasing to 5+ members, steering multiple high-stakes sprints to successful, on-time, and within-budget completion. • Conceptualised and executed scalable Salesforce architectures, including custom data models and security configurations, ensuring alignment with client needs. • Built and refined complex automation using Salesforce Flows and Apex, driving scalable custom solutions aligned with Ireland's national healthcare initiatives. • Cultivated a high-performance remote team environment, ensuring project goals were surpassed and client satisfaction was secured. • Provided expert technical guidance and resolved critical issues across all work-streams, maintaining high system performance and client satisfaction. • Exemplified technical and leadership acumen by mentoring parallel work-stream teams and fostering a collaborative remote work culture. • Served on the Architect Design Advisory Council, shaping the technical strategy and fostering innovation using the Salesforce platform. Technologies Used: • Salesforce, Mulesoft, JIRA, Git, BitBucket, Slack Achievements: • Achieved the FY21 Mission Impossible Award for Individual Performance • Achieved the Salesforce 2021 Partner Innovation Award for Services to Government & Public Sector: HSE for Republic of Ireland - https://www.salesforce.com/uk/customer-success-stories/health-service-executive/ • Achieved the FY22 Mission Impossible, Delivery Team Award • Achieved 2022 MCA Awards for 'Change and Transformation in the Public Sector' https://www.mca.org.uk/consulting-case-studies/ibm-consulting-with-the-health-service-executive ### Global Release (AMER, EMEA, APAC) Master Demo Engineer @ Salesforce Jan 2020 – Jan 2021 As a Global Release Master Demo Engineer, I accomplished the following: • Authored compelling demo scripts translated into 8+ languages for diverse audiences across EMEA, AMER, APAC. • Delivered engaging live demos to 14,789 customers, enhancing product understanding and facilitating global sales reach. • Operated in a global capacity, collaborating with the Adoption Team in San Francisco to drive international strategies. • Achieved a high Customer Satisfaction Score (CSAT) of 4.40/5 across 12+ customer webinars, reflecting exceptional delivery and engagement. • Excelled in live objection handling, adeptly addressing both business and technical queries during presentations. • Demonstrated storytelling finesse, captivating large audiences and maintaining engagement in dynamic settings. • Showcased proven abilities in demo construction, creating immersive and informative experiences for global releases. ### Technical Consultant at Harwoods Group @ Salesforce Jan 2020 – Jan 2020 As a Technical Consultant at Harwoods Group, I accomplished the following: • Conducted deep-dive client engagements to translate business needs into robust Salesforce solutions. • Facilitated detailed requirement gathering workshops, forging clear pathways from business needs to technical specifications. • Engineered bespoke functionalities with Apex, Visualforce, and Flows, precisely aligning with complex business processes. • Skillfully executed Salesforce functional administration, mastering user roles, data governance, and process automation. • Delivered comprehensive user training, authored extensive documentation, and provided expert-level support to maximise platform efficacy. • Augmented Salesforce capabilities with strategic AppExchange app integrations, driving enhanced system performance and functionality. Achievements: • Developed reusable component: https://github.com/L-AY/opqo-superflows ### Integration Consultant at Stellantis (Groupe PSA) @ Salesforce Jan 2019 – Jan 2020 As an Integration Consultant for Stellantis, I accomplished the following: • Demonstrated expertise as a Salesforce Integration Consultant, specialising in seamless integration of Salesforce with diverse systems and platforms. • Developed integration specifications aligning integration solutions with client requirements and business objectives. • Worked closely with cross-functional teams, including data architects, developers, and business analysts, to ensure smooth execution of data mapping and transformation processes. • Documented data mapping and transformation processes, including detailed mapping specifications, transformation rules, and data flow diagrams. • Provided guidance and support to stakeholders regarding data mapping and transformation, offering expertise and recommendations to optimize data integration processes. ### EMEA Release Demo Engineer @ Salesforce Jan 2019 – Jan 2020 As an EMEA Release Demo Engineer, I accomplished the following: • Delivered dynamic demos to over 1,347 regional customers, increasing product understanding and supporting regional sales initiatives. • Collaborated with regional teams to implement tailored demo strategies, contributing to a cohesive global release process. • Garnered positive feedback through engaging presentation techniques and effective communication, laying the groundwork for subsequent global role progression. • Mastered technical query resolution in live sessions, enhancing customer confidence and solution adoption. ### Success Graduate, Technical Consulting Specialist @ Salesforce Jan 2018 – Jan 2019 ### IT Business Analyst (Salesforce) and Scrum Master @ Eli Lilly and Company Jan 2016 – Jan 2017 | Basingstoke, United Kingdom During my time at Lilly, I excelled in a dual role: I was an IT Business Analyst for the Cirrus Emerging Technologies group. I co-balanced this role alongside being the Scrum Master for an agile development team known as Cirrus Labs – a subsidiary team of Cirrus Emerging Technologies. As an IT Business Analyst, I was responsible for: • Providing technology consulting services to personnel within the enterprise, helping them learn, understand, and look to build upon Lilly’s modern technology architecture stack (with a focus on Salesforce.com and Heroku). • Often this meant that initial consultations about bringing improvements to existing business processes using technology, transformed into thorough requirements gathering meetings from where distinct use cases were mapped, developed and “appification” of these became an appropriate solution. As a Scrum Master, I was responsible for: • Facilitating a high-performing team of four developers, resulting in the successful delivery of over 11 top-tier applications deployed enterprise-wide. • Notably, three of these were featured as part of the official Salesforce World Tour London 2017 app showcase. ### READY Programme @ Brunel University London Jan 2014 – Jan 2015 | London, United Kingdom The READY Programme is an employability scheme exclusively available to new students starting their journey at Brunel University London. The scheme provides students with the opportunity to learn about product and service design, teamwork and communication through real, inspiring, sustainable, cross-cultural development projects. ### SAP Functional Consultant (Intern) @ Rosemere Limited Jan 2014 – Jan 2014 | Swindon, United Kingdom Rosemere is a leader in providing highly specialised SAP consulting services. With a strong team in place that shares over 45+ years of SAP experience, Rosemere partners with clients from start to finish, focusing on their needs while producing new ideas, developing effective strategies and designing high quality and scalable solutions focused around the SAP platform. As a SAP Functional Consultant for Rosemere, I was tasked with revamping Rosemere's online/web presence, developing in-depth knowledge about the SAP ERP Platform and SAP Implementations, and developing payroll accounting knowledge which was applied where appropriate. ### Summer Writer @ What Culture LTD Jan 2012 – Jan 2012 | Swindon, United Kingdom WhatCulture is one of the busiest entertainment based websites (10M+ monthly audience) of its kind for high-quality and informative content covering a range of different genres, topics and mediums; TV, Gaming, Music, History, Science, Technology, Comics, Sport, and Literature. As a Summer Writer for WhatCulture, I was primarily tasked with writing articles specifically focusing on/around football (soccer) for WhatCulture. I achieved a total of 47,630 views on all my articles written during my tenure with the blog/company. My WhatCulture contributor profile can be viewed via: http://whatculture.com/author/lay-durafe ## Education ### Bachelor's Degree in Computer Science Brunel University of London ## Contact & Social - LinkedIn: https://linkedin.com/in/laydurafe --- Source: https://flows.cv/lay JSON Resume: https://flows.cv/lay/resume.json Last updated: 2026-04-05