Serves as a subject matter expert and in-house resource for data-driven marketing initiatives utilizing the best practices of Adobe Campaign, performing activities such as audience selection, segmentation, suppression and personalization.Lead Raare team members in migrating existing IBM Unica campaigns to Adobe Campaign including: - Requirements gathering and documentation - Segmentation and list development - Content personalization - Customer journey workflows - Quality assurance testing - Campaign execution and automation - Campaign optimizationInterfaces with the global business teams and works closely with the Adobe consultation teams on the migration to Adobe.

Served as the subject matter expert on Adobe Campaign for the R. J. Reynolds Campaign Operations Team. Implemented best practices, worked cross-functionally to ensure solid integrations across various brands and provided training and support to help build digital literacy. Introduced the first rules-based multi-step email campaign automation and decision logic trees by building a Drive to Digital Acquisition campaign. Implemented modeling into campaign workflows resulting in a more efficient use of the brand’s budget. Directed the development and deployment of the first Adobe Campaign email surveys. Created and managed a catalog of offers, built eligibility rules and validated offers were displayed on websites and mobile apps correctly.