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Ravi M - Sr. Salesforce Architect / Data Architect

[email protected]

Location: Miami, Florida, USA

Relocation: No Relocation

Visa: USC

Ravi M Data Architect 609-508-8138 [email protected] PROFESSIONAL SUMMARY: 20+ years of extensive hands-on experience in CRM, Mar-tech, Data, AI, and analytics. Known for strengthening customers and sales growth through acquisition, retention, and reactivation strategies. Passionate about using CRM, Data, AI, and Analytical capabilities including customer journeys, Segments, online / offline marketing channels, 1:1 marketing, personalization, Test and Learn methodologies, A/B and Multivariate testing, insights, and business intelligence to drive key KPIs including customer growth and LTV, reduce CPO and maximize ROAS TECHNICAL SKILLS: CRM Marketing Strategy Digital Marketing Email Marketing Mobile Marketing E-Commerce Marketing Social Media Marketing Marketing Automation Segmentation Personalization Customer Journeys Paid Media Salesforce Marketing Cloud (SFMC) CDP SQL Data Analytics Data Architecture Data Modeling Data Governance SaaS AMPScript HTML CSS SEO/SEM Leadership Team Management PROFESSIONAL EXPERIENCE: CLIENT: Rue21, Tampa, Florida April 2022 December 2023 ROLE: Head of CRM, Data Architect, ecommerce & Technology Solutions ROLES & RESPONSIBILITIES: Orchestrated the implementation of Salesforce Marketing Cloud, Data Cloud, Email Studio, MobileConnect, and Interaction Studio, ensuring seamless integration with existing systems. Executed the integration/ETL of data from CrowdTwist, KIBO, eCommerce, and Epsilon into SFMC and Salesforce CDP, optimizing data flow and accessibility. Collaborated on integrating Salesforce personalization with eCommerce, enabling dynamic Site and Email Personalization experiences for enhanced customer engagement. Spearheaded IPs and Domain warming strategies, resulting in an inbox placement surge from 0% to an impressive 99%, a 70% open rate, and the highest engagement in email and SMS campaigns. Developed evergreen email and SMS trigger campaigns and Journeys utilizing Salesforce REST APIs, CDP customer segments, SFMC data extensions, AMPScripting, Journey builder, and Einstein AI. Managed the Ingestion, Reconciliation, Modeling, Cleansing, Governance, Analysis, Architecture, and unification of customer data using the Salesforce Marketing & Data Cloud, ensuring a cohesive and enriched customer data repository. Created 100+ reusable Customer Segments employing Salesforce Marketing Cloud, Salesforce CDP, Automation, SQL queries, and leveraging Sales, Loyalty, Customer Engagement, eCommerce, Web analytics, and customer's customer-enriched data. Leveraged advanced SFMC capabilities such as STO (send time optimization), AMPScript, Calculated Insights, Dynamic content, Cloud pages, Server scripts, A/B testing, Preference center, and Einstein AI for enhanced campaign effectiveness. Developed Email Journey Dashboards, Weekly and Monthly Sales attribution models, and Customer Dashboards in Tableau, providing comprehensive insights for data-driven decision-making. Ensured 24/7 support, stability, and high availability of all core applications, including Mar-Tech, website, CMS and data systems. Conducted daily and weekly project management meetings with IT and business teams, fostering continuous growth of the Mar-tech platform and leading the ongoing prioritization and execution of all active projects. CLIENT: SeaWorld, Orlando, Florida July 2021 April 2022 ROLE: Head of CRM & Mar-tech, Data Architect ROLES & RESPONSIBILITIES: Executed the migration of CRM and ESP from List track to Salesforce Marketing Cloud (SFMC) within a record- setting 3 months. Oversaw the migration and optimization of 30+ Customer Lifecycle trigger Email Campaigns in SFMC using REST APIs, Journey Builder, Einstein AI, SQL Server Data, Data extensions, and Automation, employing advanced techniques for enhanced performance. Negotiated with vendors, swiftly hired, mentored, and led a new 24/7 centralized CRM operation team using full-time resources and offshore contractors within an unprecedented 1-month timeframe. Leveraged advanced capabilities of SFMC, including Send-Time Optimization (STO), A/B testing, and Einstein AI in Journeys to elevate overall targeting and personalization. Implemented a Campaign planning and request intake process in the Wrike platform across all 12 parks, enhancing operational efficiency. Spearheaded the implementation of a new CMS system in Wrike, seamlessly migrating all contents from local systems to a centralized CMS platform. Developed cross-channel campaigns utilizing all modules in the Salesforce Marketing Cloud, encompassing Email Studio, Journey Builder, Contact Builder, Automation Studio, Mobile Connect, and Marketing Cloud Personalization. Provided essential support in the planning, development, QA, UAT, and execution of 200+ monthly email campaigns in Salesforce Marketing Cloud across all 12 parks. Successfully executed major Black Friday and holiday promotions in 2022, resulting in record-breaking sales and heightened customer engagement. Implemented a cloud-based Customer Data Warehouse using Google Big Query, enhancing the ability to build customer segments, analyze Email engagement KPIs, and generate insightful analytics. Led CRM board committee meetings, delivering biweekly Sales and growth strategies, CRM KPIs, and execution stats to the senior leadership team and Board. CLIENT: HCL Unica December 2018 June 2021 ROLE: Marketing Technology Architect ROLES & RESPONSIBILITIES: I was part of the global consulting group supporting the Implementation and growth of Mar-tech, Data, and Business Intelligence solutions for clients using HCL & IBM Mar-tech applications including Unica Campaign, Interact, IBM Watson, Machine Learning, AI, and Campaign Planning. Led the Discovery, requirement gathering, design, development, and configuration of the data model, customer segments, customer-centric journeys, customer acquisition, engagement, and retention campaigns across all touch points including email, SMS, web, direct mail, social Collaborated with client cross-functional teams including CRM/ Marketing, IT, Analytics, and Data teams to align on all project requirements, prioritization, timeline, and critical success factors. Led the Integration of Mar-tech applications with Website, ESP platform, Unix or Windows Servers Led the ETL of data from Mar-tech applications to the Data warehouse including customer segments, interaction history, web personalization, and web analytical data Led the Data analysis of all pilot campaigns, segments, and channels to achieve the initial ROI Provided recommendations for future personalized messaging, targeted campaigns, and lead nurturing strategies for the continued growth of the Mar-tech platform Trained core client teams from IT and business on all core technical and business capabilities CLIENT: HSN, Tampa, Florida April 2013 November 2018 ROLE: Head of CRM/ Mar-tech and Analytics ROLES & RESPONSIBILITIES: Executed a $40M Technology project; involving discovery, product management, development, and growth of various mar-tech applications Worked with the IT team to implement a new Data warehouse in Netezza. Migrated legacy data from Oracle DB to Netezza. Built a brand-new Marketing Data Mart (MDM), including unifying and reconciling customer data across 8 identities. Implemented Mar-tech applications including IBM CRM (a.k.a. Unica), Salesforce Marketing Cloud (SFMC), Web Personalization, IBM Cognos BI Integrated Netezza Data Warehouse with CRM, Salesforce Marketing Cloud, and Web personalization including the ETL of data across Mar-tech applications and DW Integration of CRM with CMS platform Led Marketing operation/ CRM team with the responsibility of developing customer segments, campaigns across email, web, mobile, DM channels, operational and financial KPIs customer engagement and revenue. Managed over 15 resources (FTEs and consultants) and worked with 30+ cross-functional teams to deliver various project milestones. Operated the advancement and scalability of CRM capabilities resulting in over $80mil YoY incremental sale ADDITIONAL RELEVANT EXPERIENCE: Sr. Manager, Data & Technology Shutterfly, Redwood City 2011 2013 Manager, Data & IT - eBay/ PayPal, San Francisco, Bay Area 2006 2011 Mar-tech consultant Chordiant (acquired by Pega), San Francisco, Bay Area 2001 2006 ROLES & RESPONSIBILITIES: I led a $4M CRM implementation, overseeing a team in migrating, designing, and developing campaigns in Unica and Responsys. I have completed projects under budget in 9 months using agile methodology and cross-functional collaboration. Consolidated marketing databases for four Shutterfly brands, optimizing processes and achieving 35% revenue growth to $640.6M. Support to marketing teams across NA, APAC, and EMEA regions for consumers and merchants. Oversaw the installation, upgrade, and administration of marketing tools, including Unica Campaign, marketing database, customer segments, offers, and campaigns. Executed several large-scale CRM implementation projects spanning multiple industries and Fortune 500 companies in NA and EU. Worked on all project lifecycle tasks like requirement gathering, product management, design and development, Installation and Customization, UAT, production rollout, pilot campaigns, change management, training, and post-launch support. EDUCATION: Master of Business Administration (MBA), Marshall School of Business, USC, LA B-Tech, Computer Science and Engineering, NIT Durgapur, India. Keywords: quality analyst artificial intelligence business intelligence database information technology Louisiana