Salesforce Product Manager, Salesforce Program Manager
Resume:
Swapna Kanduri
**********@*****.***
PROFESSIONAL SUMMARY:
• Over 12+ years of experience as Salesforce Senior Business Analyst, Product Owner,Marketing Product Program Manager and Product Manager roles for various business domains and CRM systems in healthcare, finance, manufacturing, infrastructure, and social media.
• Working as senior product manager and program owner fixing the gaps in the process to meet the requirements.
• Experienced in Administration setup -Manage Users, security controls, data Management, validation, customization and configuration. Good Technical/Functional Knowledge of SFDC CRM.
• Fine-tuned multi-tasking capabilities with excellent analytical, communication and interpersonal skills. Leadership capabilities with exceptional presentation and client/customer relations. Remarkable experience in product life cycle management, excellent configuration skills, familiarity with administration and security controls, and amazing ability to aid technical team members, developers and support teams, outstanding troubleshoot workflow issues and superior communication skills.
• Worked on SDLC and Agile methodologies using JIRA, Asana tools.
• Working on Eloqua, Pardot and Marketo (Marketing tool & Campaign Mgmt) in relation to SFDC for marketing automation and various other purposes to drive the lead revenue improved by 90%.
• Adobe Journey Optimizer is a platform that allows businesses to design, orchestrate, and deliver personalized customer journeys across various channels. It enables real-time customer engagement by leveraging data insights to tailor interactions, ensuring timely and relevant messaging throughout the customer lifecycle.
• Have a deep understanding of advertising measurement, including standard media metrics such as reach, frequency, CPM, CTR, conversion rates, and ROAS. I have worked with statistical models like MMM (Marketing Mix Modeling) and multi-touch attribution (rules-based and data- driven) to assess campaign performance
• Customer Data Platform (CDP) is software that collects and unifies first-party customer data from multiple sources to build a single, coherent, complete view of each customer
• Lead to cash, lead generation, qualification, scoring, proposal, discounts, pricing and invoicing
• Knowledge on customer operations to understand the sales, payment systems as the billing system was included under opportunity object (DART), improved 90% of the sales.
• Participate in process flow analysis and process redesign, alignment of roles/responsibilities along with the Project Manager
• Faced Challenges in improving sales, getting qualified leads, understanding criteria based on user experience to 100% improved.
• Updating the status of each project, challenges, dependencies to be worked on with other lines of business, representing team for all the initiatives
• Understanding metrics, patterns of engagement, reach, overall effectiveness for digital marketing and social media analytics.
• Salesforce Ad studio and Salesforce advertisement connects integrates with Marketing cloud for Campaigns, Lead scoring, Journey Builders, Social Media marketing where I have implemented the entire lead scoring and lead management to the clients along with Ad studio for journey builders enhancements and social media tools like hootsuite that connects FB, Twitter and You tube ad’s.
• Using power Bi for analytics, Integration of data, visualization and getting insights in to the data for marketing needs .
• Using these data visualization metrics, brings impacts to the success criteria, accuracy of the dat and timelines.
• Dataroma helps in providing insights and analytics to get the right data percentages for campaigns and right target audience for ad’s.
• Google uses google ads and social media digital marketing and campaigns through demand generation best practices. Marketing is a huge world and there are more ways to do so using the technology/platform like Salesforce Sales, Marketing Cloud and Ad studio. Let me know if you have any questions or need more information!
• Handling Interviews and Roadmaps with OKR’s (Objective Key Results)
• Interacting with team members for 1:1’s, understanding challenges, sign off’s and brining in Salesforce best practices that resolved all high priority issues in a faster mode.
• Ensured consistency between requirements, design documents and applications under development.
• Writing SOW’s, working with vendors on budget, drafting hiring requirements, working with talent acquisition, HR Management and onboarding new hires
• Excellent written and Verbal communication & interpersonal skills. EDUCATION:
• MBA Management& Information Technology, North Western University CA. (USA) 2011.
• MSC Masters in Science and Research.
Client: First Republic Bank (Full Time Employee) May 2022 – Currently Product Management Lead /Product Owner /VP Product Manager
• Developed and Managed the 4 product owner teams for Salesforce Implementation and Non- Salesforce ProjectsWorking through GTM strategies, SAAS Enterprise editions, Customer insights real time, IT audience both B2B and B2C channels
• Cross functional collaborations, communications via slack, Teams and Confluence documentation, building use cases, strategy webinars, case studies and customer engagement.
• Collaborate with stakeholders to gather functional requirements and conceptualize customer- centric features.
• Manage and prioritize product backlogs, ensuring clarity and transparency.
• Approve product increments during sprint reviews and ensure adherence to the definition of done.
• Coordinate dependencies across teams, external partners, and shared services.Ensure delivery of product features as per release plans and roadmap alignment.
• Improving Sales working with sales teams to refine position and increase conversions
• Align Roadmap discussions, value propositions with the leadership to get the right vision, budgeting and hiring process with talent acquisitions
• Demand generation, Digital Marketing, Product Marketing, Social Media Analytics and
• Work with product owner and team members to get full requirements in place, sign off from the business and validate process towards timelines
• Work with different lines of business (LOB’s) to provide status updates on the projects and check on dependencies
• Integration with GCP BQ with internal systems for easy flow data and for real time data analysis
• Partner with PMO and Technology to build the RoadMap and OKR (Objective Key Results)
• Work with scrum teams to make sure projects are meeting the deadlines and are on track as per the signed off dates
• Customer Lifetime Value (CLV): With the help of Data Science and Integrations, calculates CLV by predicting the future value of individual customers. Marketing experience informs CLV calculations by considering factors such as customer loyalty, retention strategies, and lifetime purchasing potential.
• Work in product owner forum to bring best practices to the team for process improvements
• Worked on claims, policies, compliance and pricing strategy following the regulatory compliance
• Worked cross functionally on integrations and strategic implementation on claims customer service model
• Collaborate with stakeholders to gather functional requirements and conceptualize customer- centric features
• Focus on structured approaches that drive customer satisfaction, retention, and growth to improve catalyst administration and stellar process
• Product oversee and product life cycle management to improve the process of meeting customer ongoing needs and meeting the marketing needs/updates in the insurance model
• Implement team culture, 1:1’s with the team members to understand their challenges and help them grow and support each other
• Bring in the process of agile and improve the team in their day to day activities
• Onboard the new hires and get them up to the speed
• Exit Interviews and getting feedback launch in place
• Conduct Interviews and hire the candidates as per the right skill under required scrum team
• Run the analytics for the leadership and build the percentage of growth pattern
• Building interactive dashboards in Tableau, Power BI, or Looker for real-time insights
• Creating automated reports that track KPIs, user engagement, revenue trends, and conversion rates, simplifying complex data into clear, visual insights to influence stakeholders and leadership
• Speak through project wins and challenges to get an ask from the leadership
• Document the requirements of the ask and check with the scrum teams on their bandwidth
• Understand the projects by conducting 1:1’s with the team members and product owners
• Standing up for the team in functional leadership meeting and work through the process
• Work with vendors for status projects and project scope
• Writing SOW’s, working with vendors on budget, drafting hiring requirements, working with talent acquisition, HR Management and onboarding new hires
• Understanding metrics, patterns of engagement, reach, overall effectiveness for digital marketing and social media analytics.
• Making sure communications are transparent and added value Client: Cisco Meraki (Full Time Employee) Sep 2020 – May 2022 Product Manager/Product Owner
• Working on Scrum Stream, following the agile methodology as product & program owner of the project that I own.
• Using Slack, Confluence, Docusign other integrated tools for communications and project cross functional teams discussions
• My stakeholder partners are Order operations, Sales Ops and Marketing teams along with some percentage of DRQ, Dashboard and MuleSoft teams.
• Collaborate with stakeholders to gather functional requirements and conceptualize customer- centric features.
• Manage and prioritize product backlogs, ensuring clarity and transparency.
• Approve product increments during sprint reviews and ensure adherence to the definition of done.
• Coordinate dependencies across teams, external partners, and shared services.Ensure delivery of product features as per release plans and roadmap alignment.
• I work with Okta SSO and Cisco IT teams for Integrations and Vendor Management documentation
• Enterprise version roadmap for the project, project plan to the budget and timelines.
• Creating systems requirements specifications (ex: architectural overview, goals, technology stacks etc) and strategy towards the planning/execution (Prototype)
• Working on requirements gathering along with the team communications, process Improvements and documentation formal approvals, assisting with the demos to the stakeholders, preparing the project plan, timelines, discussing the timelines with the stakeholder to set the expectations, part of service max salesforce requirements, Work order management, scheduling dispatching and making sure inventory available for the vendors
• CPQ Adding discounts, working through quotes and data picklist values
• Working with Marketing teams for Eloqua and Market Campaign Management requirements, have a deep understanding of advertising measurement, including standard media metrics such as reach, frequency, CPM, CTR, conversion rates, and ROAS. I have worked with statistical models like MMM (Marketing Mix Modeling) and multi-touch attribution (rules-based and data- driven) to assess campaign performance
• Product configuration, pricing bundling and contract management
• Adobe Journey Optimizer is a platform that allows businesses to design, orchestrate, and deliver personalized customer journeys across various channels. It enables real-time customer engagement by leveraging data insights to tailor interactions, ensuring timely and relevant messaging throughout the customer lifecycle
• Leverage customer data to predict churn, identify expansion opportunities, and personalize communications.
• Implement NPS (Net Promoter Score) and CSAT (Customer Satisfaction) surveys to gather feedback.
• Lead to cash, lead generation, qualification, scoring, proposal, discounts, pricing and invoicing
• Understanding the risks and mitigate the problems if any, make sure we close the loop when we solve the issue fully
• Partner Portal implementation, communities developments, requirements gathering for partner portal communities implementation
• ProjectsWorking through GTM strategies, SAAS Enterprise editions, Customer insights real time, IT audience both B2B and B2C channels
• Cross functional collaborations, communications via slack, Teams and Confluence documentation, building use cases, strategy webinars, case studies and customer engagement.
• Align Roadmap discussions, value propositions with the leadership to get the right vision, budgeting and hiring process with talent acquisitions
• Launch pilot testing, creating training materials of videos, tutorials and continuous monitoring for ongoing support and enhancement
• Focus on structured approaches that drive customer satisfaction, retention, and growth to improve catalyst administration and stellar process
• Write the user stories for the team, sprint wise, define acceptance criteria and run the sprint planning meetings to estimate the efforts and manage the resources
• Work with the team to align with production support and deploy the salesforce config changes from sandbox up till production
• Change Management Control over the projects to make sure project timeliness are met along with global launches
• Automate the process wherever possible to reduce the manual human touches and control the changes via automation
• Integrating data science with marketing experience, businesses can gain deeper insights into consumer behavior, optimize marketing efforts, and ultimately drive better business outcomes.
• Making sure communications across the project are clear on the committed timelines and requirements are freeze as the development and testing goes
• Having 1:1’s with the team member to understand the challenges and help wherever I can jump to make the project move successfully
• Be the SME for the projects and able to backup anyone on the team except developers, align developer’s backup each other
• Collaborate with the developers for developer assessment and analyze the timelines from developer perspective
• Ensure we have right amount of the documentation and approvals of the requirements, to start the development and testing demos
• Plan, Project and implement the requirement and demo to the leadership on the progress biweekly.
• Making sure the communications are transparent and avoid the bottlenecks. Client: PayPal, San Jose Jan 2019—Aug 2020
Project: Salesforce with Marketing.
Role: Program Manager / Product Owner
• Handling Projects, Budgets and Process Improvements.
• Collaborate with stakeholders to gather functional requirements and conceptualize customer- centric features.
• Manage and prioritize product backlogs, ensuring clarity and transparency.
• Approve product increments during sprint reviews and ensure adherence to the definition of done.
• Coordinate dependencies across teams, external partners, and shared services.Ensure delivery of product features as per release plans and roadmap alignment.
• Working on 5 projects Salesforce Sales Cloud, Service Cloud (Partly), Salesforce Marketing Cloud, Salesforce Call Center Cloud and Communications project.
• B2B Sales and B2C customer strategies are implemented using tools, technologies to align with the leadership
• Sales cloud, Service cloud, call center cloud and marketing cloud are some of the tools along with Slack, JIRA, Confluence, Teams, Mule soft, data loader, Tableau and many other internal inbuilt tools
• DocuSign Implementation and Integrations.
• Bringing process and timelines in place to meet the deadlines.
• Working on Internal Meta data systems with Adobe Versions.
• Salesforce Marketing Cloud with Sales Cloud Implementation for PayPal customers (Campaign Management and Lead Scoring).
• Configurations, customizations, Integrations, proof of concepts, mock’s etc.
• Hiring Resources and handling interviews along with setting up Interview panels.
• Managing team and projects discussions with technical groups.
• Gathering requirements and business coordination.
• Working on CTI Solution for Sales.
• PDA integration with Salesforce.
• Working on Agile methodologies, User stories, Acceptance Criteria, Use Cases and POC’s.
• Streamlining the requirements and coordination with offshore teams.
• Working with 18 Countries Globally for requirements and phase by phase releases/development
• Key contributor in the design of customized solutions and execute the solution by leveraging SFDC and other toolsets
• Handling multiple projects simultaneously, making sure of blend of small, medium, and large implementation projects
• Adding docs to share point, Creating wiki for needs.
• Working with technical teams to add value to the technical architecture document
• Working on Solution architecture document and presenting to the IC committee for approvals.
• Technical teams involved are Salesforce sales teams, Marketing teams, Informatica, MSD, Hogan and other databases.
• Business Decisions and Approvals in place.
Client: Google, Mountain View June 2017—Dec 2018
Project: Salesforce with Marketing Internal Google Tools of Ad Words Team Role: Sr Program Manager/Solution Architect.
• Salesforce Global Implementation and User end Support.
• Data Mapping and Data analysis and quality and Data migration using data loader.
• Enhancement of Projects and working with Business for requirements gathering.
• Streaming requirements as per the business decisions.
• Documentation and Project scope using JIRA and Asana.
• Bringing process and timelines in place to meet the deadlines.
• Collaborate with stakeholders to gather functional requirements and conceptualize customer- centric features.
• Manage and prioritize product backlogs, ensuring clarity and transparency.
• Coordinate dependencies across teams, external partners, and shared services.Ensure delivery of product features as per release plans and roadmap alignment.
• Working on solution architecture document and Business requirements documents.
• Pardot Campaign, Lead Scoring and Analytics Management
• Engage Emails alerts and more tracking on the prospects.
• Google Ad words and Pardot Integration help valuable insights of search campaigns,
• designing and analyzing A/B tests and incrementally experiments to measure causal impact, leveraging techniques like difference-in-differences and synthetic control models. Additionally, I have familiarity with machine learning and predictive analytics, particularly in using models to forecast campaign performance, segment audiences, and optimize bidding strategies.
• Daily Meeting with Global User like Spain, UK, India and across USA.
• Creating Fields, Objects, Sharing rules, Role of Hierarchy, Page Layouts, Validations etc.
• Working on Custom Objects like Customer Management, Feedback Questions, Source Details
(Lead Management), Offers, Google Products and Google Geography etc.
• Lead to cash, lead generation, qualification, scoring, proposal, discounts, pricing and invoicing
• Working with Integrated systems of Google Internal Tools like Green Tea.
• Working on Agile Scrum methodologies and documentation supported to it.
• Implementing enhancements, designing requirements, working with engineers to build the requirements based on size of the requirement.
• Attending the events, project meetings, customer designs and analyzing the project length is part of the project and support.
• Understanding metrics, patterns of engagement, reach, overall effectiveness for digital marketing and social media analytics.
• Demand generation, digital social media analytics, tools like Hoot suit was adding value
• Solving bugs, Issues and training users as per the need.
• Working at different time zones and being flexible.
• Working with different teams like Google Search, You tube, Google Premier Support and Nest. Client: Facebook. Inc. Menlo Park, CA Sep 2015—June 2017 Project: Salesforce with Internal CRM Tools of Facebook. Role: Salesforce with Marketing Product Manager.
• Working with Internal Tools of Facebook that are integrated with Salesforce and Marketing tools.
• Huge Data Management and cleaning data using Data Loader.
• Enhancement Projects and working with engineers to make the enhancement at deadlines.
• Project included Recruiting world of 950 recruiters who recruit only for Facebook globally.
• Worked with Integration / Integrated tools like Sourcing Tool, Scheduler, Feedback Tool, Recruiting Bot, Loops, Dashboards, Reports, Implementation support, Salesforce, Marketing Tools, Boot camp Tools etc. are used for day-to-day job.
• Issues, Tickets on desk.com and Tasks are completely managed by me along with the team support.
• Data Mapping and Data analysis and quality and Data migration using data loader.
• High Pri, Mid and Low Pri are handled with age period and priority based.
• Directly working with recruiters and their managers for their issue and client meetings as per the priority.
• Issues, bugs are resolved by deeply analyzing them and working with end customers for better quality support.
• Working with Directors and VPs for enhancement requirements and finalizing the requirements with presentations and mock up’s.
• Implementing enhancements, designing requirements, working with engineers to build the requirements based on size of the requirement.
• Running reports via Tableau and analyzing the numbers for offers, applications, and requisitions as it included recruiting world projects. Working on Dashboards and Reports.
• Product management, Project Analysis support provided along with team meetings and end customer presentations.
• Attending the events, project meetings, customer designs and analyzing the project length is part of the project and support.
• Demand generation, digital social media analytics, tools like Hoot suit was adding value
• Sev levels are decided based on the criticality of the issue and time sensitivity.
• Working with Berlin, Ireland, UK and Remaining Teams of USA on a daily basis. Client: Alfresco. San Mateo, CA April 2014—Aug 2015
(Remote)
Project: Marketing Operations Manager with Salesforce. Role: Marketing with Salesforce Manager / Budget Owner
• Worked as Strong Analyst on Marketing Team working with Marketo (Tool) and Salesforce (CRM Tool).
• Played a strong role of Salesforce and Marketing Operations Analyst.
• Budgeting for the CMO and Sr. Director for entire marketing team.
• Leading the 5 different agencies and working on Deliverables.
• Working on Data Quality and Sales Reporting.
• Working closely with VP/Director and Sales VP’s on project guidelines and deliverables along with presentations.
• Reporting Needs, Budgeting Quarterly with CMO and higher Marketing needs.
• Salesforce support and Marketo Integrations.
• Replacing Pardot with Marketo.
• Hoot Suite, you tube Analytics, Google Analytics (60%) was one of the daily operations supports.
• Used Tableau for reporting and presentations.
• Documentation, Visio, Use Cases, Prototypes are included in every detailed requirement.
• Working with Finance team on Budgeting and open P. O’s and accruals.
• Being strong lead analyst and supporting on other parts of the company needs flexible Client: Robert Half Technology. San Ramon, CA April 2014—March 2015 Project: Salesforce Implementation and Data Migration. Role: Product Manager / Sr Analyst.
Salesforce.com: Working on QA01 sandbox/Full Sandbox/ MIG01 /Release Management Sandbox and total of 15 sandboxes. Data.com is used to clean up the leads and other duplicate records to 80%. Customization, configuration, data model and 100% implementation of Salesforce.
• Working on all Standard and Custom objects including fields, page layouts, workflows, profiles etc.
• Adapt is used in Netherlands / Switzerland / Austria and Germany and MJP Plus is used in Canada and Other Countries, working on Integration and implementation of Salesforce globally.
• Overall 3000+ Users, strong User Interaction and keeping communications transparent within the project. Providing solutions to all the issues, solving bugs on the end user side.
• Documentation includes Visio / Use Cases for every step of the Process of changes, change management control.
• Strongly worked with both B2B and B2C teams and improved communications. Full Cycle of Salesforce Implementation to 100%.
• Driving revenue through 95% qualified leads. Demonstrate value and accountability on marketing and sales.
Marketing: Worked on Eloqua / Marketo and Pardot, expertise Integration and Implementation with Salesforce. Building Campaigns, lead scoring criteria and loading leads in to the campaigns.
• Supporting the “Case Management”, “User Management” and “Change Management” globally. Playing a role of “Lead Admin” and “Business Analyst”. Data Migration: Data cleaning, fixing missing information by communicating with End Users and BTG Team (Business Technology Team). Mapping / Transformation / Data Loading, Testing UAT covered 90% of Data Migration.
Testing: Worked on UAT Scripts, Testing Documents, Worked with End Users for Bug Fixes and Errors.
• Been to “Global Meetings” which included from all the countries and documented on daily requirements on the share point.
Environment: Salesforce.com, Marketo, Pardot, Eloqua, Data Migrating tools, excel, word, ppt, use cases, Visio, test scripts, live link, share points access etc. Client: HGST (Hitachi), San Jose CA. October 2013—March 2014 Project: 3 Implementations/4 Integrations.
Role: Project Lead Salesforce Techno / Functional Consultant. Hitachi is developing power generation systems, they have sophisticated intelligent water systems. We have major clients like Google, Oracle, Ingram, Net App, HCL, Office Max, Fujitsu, Apple etc. HGST has more than 3000 users, sTec has 100 Users and Virident has 50 Users in Salesforce.com. HGST (Hitachi) acquired 3 other small business companies, which have own Salesforce.com instances. Salesforce.com-Daily activities on 3 Salesforce instances where HGST (Hitachi) / Virident and sTec Production instances. The project is merging 3 Salesforce to 1 Salesforce and integrating it to the Marketo (Marketing Tool).
• Connectors are built using Salesforce ID’s, customizations like creating fields, page layouts, workflows, pick lists, required fields etc are built on all the objects as per the implementation requirements (Lead/Accounts/Contacts / Campaign) to 100%.
• Documentation on the “Bugs” and “Enhancements” cleaning up the system to 95%.Data.com is used to clean up the leads and part of accounts to 80%. Marketing: Running over “Marketo” Lead Scoring / Campaign Management / Web URL’s / Landing Pages and Forms. Working with Marketo Support to build the required Forms and Landing Pages.
• All the sales reps have the queries to the Case, working with the Business to close the cases with case comments.
Integration: HGST Salesforce has Integration with Informatica where SAP is the database provider for Informatica and Informatica is a data base provider for Salesforce.com.
• Working with the premier support for the higher level issues and opening the tickets in Salesforce. Documenting the process and prepare the job aids for the users to make them remember the solutions.
• Worked on various Salesforce.com standard objects like Accounts, Contacts, Cases, Opportunities, Products, Opportunity Line Items, Leads, Campaigns, Reports and Dashboards.
• Handling “Weekly SFDC Core Meeting” Calls with Integration team And Business teams.
• Supporting the “Case Management” 90%, “User Management” 100% and “Change Management” 100% globally. Playing a role of “Lead Admin” and “Business Analyst” for documentation.
CPQ Implementation: Integration with CRM systems, Analytics and Reporting. CPQ Adding discounts, working through quotes and data picklist values
• Product configuration, pricing bundling and contract management Testing: UAT Scripts, system testing, data validation and performing analysis on quality of the data including missing information. Use Cases, requirements gathering, change management, functional documentation and re-testing after deployment followed through the life cycle of the project. Client: T-Mobile, Seattle (Bellevue), WA. Sep12- October 2013 Project:4 Implementations/3 Integrations.
Role: Administrator / Lead Operations Owner.
Responsibilities:
Integration and Implementation: Integration with Eloqua was the first Integration where the complete Salesforce platform was built accordingly to get the plugin and form the connectors. Salesforce: Worked on Lead management, flow of leads to respective queues using lead assignment rules sends the records to the right queue and to the right sales team.
• Workflows /Validations are built on Accounts/Opportunities/ Case Management. Worked for Both Sales and Service cloud teams. Updating the Contracts (Nodes) updating from TCM (T- Mobile Contract Management)
• Working CPQ and Opportunities for better Sales, Quotes and Discounts.
• Speeds Proposal for Quote generation and creates estimate proposal for orders that look great.
• Unit Price, Description, Product and Line charges along with business size helps in easy Close Deals.
• Data loading using Data loader and other campaign uploader tools. Marketing: Lead scoring program Implicit/Explicit criteria built as per business requirements, which filtered 90% quality leads and prospects on Marketo and Pardot.
• Working with end users and the database related to them to close the cases.
• Document the process and prepare the job aids for the users to make them remember the solutions.
• Dupe Blocker Duplicate Warnings
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