Digital Marketing Business Analyst

Gayatri Potula

Linkedin ad5ooy@r.postjobfree.com +1-678-***-**** Atlanta, Georgia

PROFESSIONAL SUMMARY

● Highly skilled MarTech Specialist and Business Analyst with over 13+ years of experience in designing and implementing multi-channel digital marketing strategies, data modeling, and customer journey orchestration.

● Proven expertise in converting business requirements into technical solutions, maximizing ROI, and enhancing marketing campaigns. Proficient in configuring and setting up Adobe Campaign, SFMC creating data ingestion workflows, and integrating with CRM and data warehouses.

● Extensive experience in Strategizing and Architecting MarTech data solutions for B2C and B2B industries.

● Experience with Agile Software development methodologies.

● Highly capable technical expertise gained working in Digital marketing domain.

● Expertise in identifying key business objectives, analyze requirements, Data Modeling, Database optimization, Integrations between Campaign, and other Experience Cloud Products.

● Experienced in requirement analysis, breakdown of tasks, create business use cases and maintain JIRA board.

● Leading & technical mentoring the team of experienced and fresh graduates.

● Task assignment to the team in accordance with release plan.

● Excellent analytical, problem-solving skills with strong presentation, critical thinking, and communication skills.

● Rich experience of working in geographically distributed teams across NA, APAC and EMEA.

● Worked on multiple initiatives and in a fast-paced environment with limited supervision under tight deadlines.

● Proficient in all aspects of the software development lifecycle.

● Personable and confident in team leading, team working and customer interaction with strong ability to manage and communicate with stakeholders.

● Trusted technology consultant known for exceptional problem-solving, collaboration, and project management skills with commitment to achieve business KPIs and drive digital transformation.

CLIENTS

• Mercola, Wrench Group, Zenni Optical, Travelzoo, PSCU, Abbvie, ULTA, Dominos, Samsung, AXA, Discovery, Titan/Saga, MakeMyTrip, Bank of America, Wells Fargo, Goldman Sachs

SOFTWARE TOOLS

• Adobe Experience Platform (AEP)

• Adobe Experience Cloud

• Adobe Campaign (ACC and ACS)

• Adobe Analytics

• Adobe Audience Manager

• Adobe Experience Manager (AEM)

• Adobe Target

• Adobe Journey Orchestration (AJO)

• Customer Data Platform (CDP)

• Marketo

• Salesforce Marketing Cloud Email

Studio

• SFMC Automation Studio and

Journey Builder

• Toad for Oracle

• MySQL workbench

• Node.js

• Dreamweaver

TECHNOLOGY/SCRIPTING

• ASP.NET/ ADO.NET

• AJAX

• JSON

• HTML/XML

• CSS

• JavaScript

• jQuery

QUERY LANGUAGES

• Oracle MySQL

• PostgreSQL

• T-SQL

COMPANIES

• Credera (Adobe partner)

• Adobe

• Infosys Ltd

EXPERIENCE

NYC Gravitynet LLC – Technical Consultant Feb 2024 - Till date

● Orchestrate the automation and enhancement of marketing campaigns, customer communications, and lead nurturing through the design and implementation of Adobe Campaign strategies and workflows.

● Assist with requirements gathering and documentation for various projects.

● Led technical solution development for marketing technology (MarTech) team by translating business requirements into actionable strategies using Adobe Campaign. Advised on ROI maximization and uplift of marketing campaigns.

● Manage JIRA board.

● Conduct research and analysis to support strategic planning and decision-making.

● Participate in meetings with stakeholders to gather feedback and provide status updates on projects.

● Prepare presentations and reports to communicate findings and recommendations to management.

● Maintain data querying and reporting tools.

TA Digital (Credera) - Associate Architect Apr 2020 - Feb 2023 Client Domains: Digital marketing for Retail, Home Service and Pharmaceutical.

● As a Lead Architect, designed and implemented fully integrated digital marketing solutions leveraging Adobe Campaign

(ACS and ACC), AEP, AJO, CDP, Marketo and Salesforce Marketing Cloud, that convert consumer data into actionable insights for personalized cross-channel experiences that foster engagement and build meaningful, long-term relationships valuable to the business.

● Directed technical solution development for marketing technology team by translating business requirements into actionable strategies using Adobe Campaign and Marketo. Advised on ROI maximization and uplift of marketing campaigns.

● Accomplished setting up different Campaign modules like offer management and real time communications using message center.

● Spearheaded the configuration and setup of Adobe Campaign, encompassing segment definition, template creation, delivery channel configuration, personalization setup, and seamless integration with CRM and data warehouses.

● Created, Automated, and optimized multi-channel marketing campaigns leveraging features of Adobe Campaign Classic ACC and Adobe Campaign Standard ACS.

● Personalized customer journeys, segmenting audiences, and delivering targeted messages across email, SMS, mobile, and social channels in Adobe Campaign Standard.

● Worked on Adobe Campaign Standard integrations with other Adobe Experience Cloud solutions such as Adobe Analytics, Adobe Target, and Adobe Audience Manager.

● Optimized user administration processes and managed user access and permissions leveraging features of Adobe Admin Console.

● Experienced in configuring Marketo platform which includes Administration activities.

● Created Smart Campaigns, Smart List, Trigger Campaigns, built Lead Scoring and lead Lifecycle Models.

● Participated in technical discussions and worked with respective teams in coming up with realistic and scalable strategies to implement marketing and personalization initiatives.

● Authored technical specs and ensure completeness in support of campaigns.

● Skilled in utilizing Adobe Journey Orchestration and Campaign Builder to analyze customer data, segment audiences, and automate marketing workflows, resulting in improved campaign effectiveness and ROI.

● Executed Data Modeling, Data Collection, and Data Ingestion in Adobe Experience Platform (AEP), overseeing the creation of Profile datasets/schemas, field groups, and Segmentation services in AEP.

● Utilized RTCDP tool to establish data governance, identity management, and advanced segmentation, ultimately building profiles and defining audiences.

● Managed access control hierarchy, sandboxes partitioning, and alert setup in AEP. Additionally, developed and enforced rules for channel creation and frequency management as part of administration.

● Experienced in developing and maintaining Adobe Experience Platform workflows and thus automated data processing, segmentation, and activation.

● Designed and implemented Journeys in Adobe Journey Optimizer (AJO), aligning them with specific use cases and ensuring comprehensive data capture in feedback schemas. Employed Out of the Box (OOTB) global and live reports to address customer needs.

● Configured and migrated packages on Adobe cloud · Designing Data Model, Customization as per project needs and multi-channel integration touch points · Email/SMS Designing and implementing integration with External Database to load customer profile data and other transactional data into Adobe to drive multichannel marketing campaigns and manage them through the complete campaign lifecycle.

● Developed and Created Segments, Profiles, XDM schemas in Adobe Experience Platform and create Journeys in Adobe Journey Optimizer. Also, on Data ingestion into AJO, create datasets using XDM Individual profile and XDM Experience Events in Experience Data Model (XDM).

● Proficient in analyzing campaign performance metrics and KPIs using Facebook Ads Manager analytics tools to evaluate ROI and identify areas for improvement.

● Experienced in conducting audience research, targeting, and segmentation to optimize ad performance and reach specific target demographics.

● Have good experience in AMP script, SQL, and HTML for Marketing Cloud development.

● Trained and worked on Adobe Experience Platform (AEP) and operations.

● Designed and developed Customer Data Platform (CDP) schemas.

● Designed and developed data ingestion pipelines to get data into the CDP platform.

● Utilized Adobe Experience Platform (AEP) API’s and data modeling techniques to automate customer schema data lake and profile design setups and migrations.

● Built and managed data pipelines and data transformations.

● Got expertise in data management and segmentation within Marketing Cloud leveraging Marketing Cloud Email Studio, Automation Studio, and Journey Builder.

● Experienced in integrating Salesforce CRM integration with Marketing Cloud for seamless data synchronization and customer journey orchestration.

● Involved in testing and tuning activities for large data sets.

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Adobe - Adobe Campaign Consultant Feb 2016 - Apr 2020 Client Domains: Digital marketing for Travel, Communication and media, Entertainment, Retail, Home Service, and other industries across globe (NA, EMEA and APAC)

● Orchestrated Adobe Campaign Classic configurations and end-to-end setup.

● Configured recipient & customer data schemas, technical and campaign workflows, external accounts, web applications.

● Leveraged Java Script, Soap & Rest API services to interact with any upstream/downstream systems.

● Acquired proficiency in architecting large scale technology solutions primarily utilizing Adobe Marketing Cloud solutions, including Campaign.

● Use Adobe Campaign to create great customer experience, deliver value through cross-channel customer journey orchestration strategy and implementation using Drip/trigger/real-time methods.

● Configured and migrated packages on Adobe cloud · Designing Data Model, Customization as per project needs and multi-channel integration touch points · Email/SMS Designing and implementing integration with External Database to load customer profile data and other transactional data into Adobe to drive multichannel marketing campaigns and manage them through the complete campaign lifecycle.

● Directed development practices and deployment methodologies for Adobe Campaign platforms.

● Collaborated on development, deployment, and production areas to come up with new business rules and applications and solutions by utilizing such skill sets as Adobe Campaign.

● Proficient in coding and designing responsive email templates using HTML and CSS, ensuring consistent branding and optimal display across various devices and email clients.

● Proficient in integrating various components of the Adobe Marketing Cloud suite, including Adobe Experience Manager

(AEM), Adobe Analytics, Adobe Campaign, Adobe Target, and Adobe Audience Manager, to create cohesive and data- driven marketing ecosystems.

● Generated reports and executed surveys.

Infosys Limited - Technology Analyst Jun 2010 – Feb 2016 Client Domains: Banking and Financial Service

● Implemented Packages, Stored Procedures, Triggers, and functions in Oracle.

● Developed web-based applications using ASP.NET, C#, and SQL Server databases.

● Improved response time fine tuning oracle queries.

● Technical direction provided to application support teams during deployment phases.

● Lead review development activity of new programs; modify existing code to improve system/process performance.

● Defined and created test cases from analysis of functional and non-functional requirements. CERTIFICATION

● Adobe Certified Expert - Adobe Campaign Business Practitioner

● Salesforce – Marketing Cloud Email Specialist

● 433 TS Microsoft SQL Server 2008 Database Development EDUCATION

Bachelor of Technology (B.Tech) - Jawaharlal Nehru Technological University Aug 2006 - May 2010

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