Customer identity : Consent : Behavioral data : Audience segmentation : SFMC journeys : Advertising activation : Engagement measurement â : Salesforce : Dialer Tools (RingCentral, Vonage, Sales Dialer)
Architected and led the multi-year rollout of an enterprise Salesforce-centered marketing, customer data, identity, and audience activation ecosystem.
Built the operating model around Salesforce as the customer master record, integrating Salesforce Marketing Cloud (SFMC), AWS S3, Redshift, LiveRamp, third-party data providers, advertising platforms, analytics, and social channels.
Selected, implemented, configured, and integrated the major platforms across the technology stack.
Built SFMC journeys, automations, data feeds, audience segmentation, lead nurture, and behavioral-triggered marketing processes.
Designed data flows between Salesforce, SFMC, AWS S3/Redshift, LiveRamp, data brokers, advertising platforms, and analytics systems.
Implemented identity, consent, masked-ID, audience matching, enrichment, activation, and closed-loop measurement processes.
Helped recruit, onboard, and train administrators and technical owners for each platform.
Created documentation, operating procedures, governance, and cross-functional workflows to transition systems into production ownership.
Remained the senior technical escalation and backup resource when integrations, automations, data flows, or production systems experienced issues.
Supported the organization from initial architecture and implementation through optimization, scale, and long-term operational support.
The resulting ecosystem created a closed-loop process connecting: