- Lead the Global CRM Product Management Team- Drive the development of data-enabled capabilities to create personalized and relevant content and communications across channels. - Partner with campaign strategy, audience analytics, and product engineering teams- Scope, prioritize, and drive the CRM technology roadmap

I led the Marketing Data Engineering, Software Engineering and DevOps teams as part of the Marketing Platform team at Shutterfly. My key responsibilities included:Marketing Data Engineering(MDE) – Work closely with Marketing strategy and Enterprise data warehouse to build and deploy data pipelines to ingress/egress data required for audience segmentation, campaign operations and analytics. Marketing DevOps (MDO) – Provision, administer and maintain the Marketing Tech-Stack on-prem and the cloud (AWS).Marketing Software Engineering (MSE) – Build and maintain APIs and Web apps to facilitate marketing resource and campaign metadata management. My team also enabled automated campaign deployments while being Email Provider (ESP) agnostic.

As the CRM Operations Manager, I was responsible for leading the operational execution, administration and prioritization process of multi channel marketing campaigns (including email, web, app, customer support, search, social among others). My team and I worked closely with Marketing Strategy, Market Research, Partner Marketing & Acquisition teams to understand and execute their marketing programs successfully. In addition, I was also responsible for ensuring that all mission critical CRM applications and API endpoints were online and functional 24/7.Key Responsibilities included: - Develop Flowcharts in Unica Campaigns, QA and deploy audience lists via email providers (Oracle Responsys and IBM Watson Campaign Automation)- Develop and support real-time marketing emails (triggered) - including real time offer qualification and presentation, manage the infrastructure built on IBM Interact, a custom homegrown service orchestration layer (Interface Layer) and an Emailing API (provided by the email service provider). My team handled all the major triggered emails including Order Confirmation, Welcome, Password Resets and many others.- Administer IBM Unica Suite. Optimize and debug flowchart designs, manage upgrades, enhancements and application support- Build custom scripts (using shell and python) to automate data and count validations, QA, daily reports and alerts.- Build views and custom aggregates to simplify and standarding quering the transactional sources and speed up list builds.- Ensure availability of CRM systems including IBM Unica Campaign, Email Service Providers and Databases- Train and mentor team members on CRM and Campaign Management best practices.Tools:IBM Unica 9.x, IBM eMessage 8.x, IBM Interact 9.x, IBM Optimize 9.x, IBM Watson Campaign Automation (formerly Silverpop), Oracle Responsys, Python 2.6/2.7/3.x

Key Accomplishments:- Led the implementation of IBM Unica Campaigns 8.x, Cognos 10.x and Unica Customer Insights 8.x on RHEL and Oracle 11gR2.- Enabled personalized user-initiated or triggered multi-channel marketing campaigns and reporting (performance and revenue attribution) for the Marketing department at Franklin Templeton Investments.- Built integrations with SAP Business Objects, Exact Target (Email Service Provider, now Salesforce Marketing Cloud) and SMART (Siebel CRM Case Management application) systems

I worked at multiple capacities at USAA. I was managing multiple CRM engagements (Using IBM Unica, Aprimo and Infor Epiphany for Campaign Management) as a CRM Business Manager and Data Integrator (DI). I also worked as a BI Analysts building reports and dashboards out of SAP BO (Business Objects).Some key projects included:- Integrated Marketing & Sales Management program (IMSM) – Infor Epiphany to Unica 8.x campaign data migration- Inbound and Outbound Campaigns Development – Retooling campaigns from Epiphany to Unica. Install and configure Unica Marketing Operations 8.x, Unica Campaigns 8.x and Unica Interact 8.x modules- Implement Member Segmentation scoring processes and models in IT managed environments

I was a part of the MARFIL program (Management of Registrations, Collections and Inspections Departments) at IMSS, Mexico, which was aimed at replacing the legacy systems and web based applications in the MARFIL org with Oracle Siebel v8.1.1 for CRM and Oracle Enterprise Taxation Management (ETM) v2.5.1 for collections and revenue management.- Analyzed AS-IS business processes and proposed best practices in the Public Sector vertical.- Developed Requirements Specification Matrix (RSM), TO-BE processes, gap analysis and identified integration touch points.

I was leading the Marketing Process Design and Implementation for DNA Finaland Oy's RIGMOR Program. RIGMOR was a large scale Oracle Siebel CRM implementation project. I was involved in the implementation analysis (initial assessment), design and solution implementation phases for DNA Telecom in Helsinki, Finland.

As a Marketing (CRM) analyst, I was working on evaluating Marketing Resource Management (MRM) vendors to support automation of marketing requests, marketing planning and budgeting, capacity management and time to market new campaigns.. Vendor offering were scored on multiple product capabilities and weights assigned by stakeholders from Motorola's Mobile Devices Business Unit (MDB).