Experience

A decade of hands-on delivery

Ten-plus years across the Salesforce marketing stack — described by role, sector and outcome.

2025 — Present
Freelance · Architect

Salesforce Marketing Cloud Architect

  • Architect and implement end-to-end Marketing Cloud solutions across Journey Builder, Automation Studio, Email Studio, Contact Builder and Content Builder for scalable, omnichannel engagement.
  • Design Data Cloud solutions — data ingestion, identity resolution, unified profiles, segmentation and activation — enabling real-time marketing and Customer 360.
  • Build real-time personalization with Marketing Cloud Personalization (Interaction Studio): web tracking, behavioral segmentation, recommendations and dynamic content.
  • Design enterprise integrations between Marketing Cloud, Data Cloud, CRM and third-party systems via REST/SOAP APIs, SQL, AMPscript and SSJS.
  • Lead solution architecture, technical governance, stakeholder collaboration and performance optimization end to end.
2024 — 2025
Banking · Technical Lead

Technical Lead — Data Cloud & Marketing Cloud

  • Led a Data Cloud + Marketing Cloud implementation for an enterprise banking client, from requirements through delivery.
  • Designed the Data Cloud data model (Data Streams, DMOs, Data Bundles) to unify customer data from core banking, CRM and transactional systems.
  • Implemented identity resolution and matching logic to create a single customer profile across banking channels.
  • Developed calculated insights and segments; integrated them with Marketing Cloud for targeted audience activation.
  • Built onboarding, cross-sell and upsell journeys with dynamic email, SMS and WhatsApp via AMPscript and SSJS.
  • Ensured compliance with banking data-governance and regulatory requirements; ran UAT and production deployments.
2023 — 2024
Senior Consultant · Data Cloud

Senior Consultant — Data Cloud Development

  • Designed and oversaw the Data Cloud technical architecture — ingestion, transformation and harmonization strategies.
  • Defined data governance, security and compliance frameworks; optimised data models and pipelines for performance and scalability.
  • Configured platform settings, user roles, permissions, workflows, validation rules and automations.
  • Monitored performance, ensured data quality, and aligned platform setup with evolving business needs.
2021 — 2023
Senior Engineer · Personalization & CDP

Senior Engineer — Marketing Cloud & Interaction Studio

  • Built end-to-end frameworks in Interaction Studio — setups, model builds and deployment for real-time, signal-based customer targeting.
  • Used Einstein for recommendations and next-best-action decisions; integrated BlueConic CDP for richer segmentation.
  • Created dynamic, personalized emails, smart forms and landing pages; automated data imports and processes in Automation Studio.
  • Built complex journeys in Journey Builder (user-initiated and triggered sends) and managed Data Extensions via SQL and SSJS.
  • Set up SFMC from scratch — Business Units, roles, user profiles and permissions — and integrated with CRM and third-party data sources.
  • Performed QA and rendering checks across mail clients and devices, applying code fixes for reliable delivery.
2019 — 2021
Email Marketing · IT Services

Process Specialist — Email Marketing

  • Deployed email marketing campaigns using Salesforce Marketing Cloud and Oracle Eloqua, with a focus on extracting and applying the right data.
  • Advised business and marketing teams on best-practice data usage and campaign strategy.
  • Reviewed data strategy, content and creative for quality and effectiveness; coordinated with agency partners.
  • Delivered brand, risk and data-management requirements; produced campaign reporting and managed CRM and third-party data.
2017 — 2019
Airline & Travel · Analytics

Senior Associate — Campaign Analytics

  • Developed transactional and promotional campaigns for a major airline's customers using Salesforce Marketing Cloud and Adobe Campaign Classic.
  • Translated strategy briefs into campaign workflows and provided analytical support to improve targeting and channel performance.
  • Designed multi-channel campaigns (email, direct mail, SMS, mobile app) for varied audiences.
  • Ran A/B testing on subject lines, creative and pre-headers; managed reusable audiences, segments and exclusion rules.
  • Handled QA on content, HTML and offers, plus debugging of delivery issues to ensure successful sends.
2015 — 2017
Email Marketing · Consulting

Email Marketing Consultant

  • Developed and implemented email marketing strategies to grow customer engagement and drive sales.
  • Collaborated with design teams to create engaging, on-brand email templates.
  • Ran A/B testing to improve open and click-through rates; analysed performance to refine campaigns.
  • Managed subscriber lists and segmented audiences for targeted sends.

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