Salesforce Data Cloud & Marketing Cloud Specialist

Resume

Rafael Basso Santos

Salesforce Data Cloud & Marketing Cloud Specialist 7x Salesforce Certified

● Profile: https://www.linkedin.com/in/rafael-basso-santos/

● Trailhead: https://www.salesforce.com/trailblazer/rafaelbassosantos

● Phone: +55-11-971**-****

● Email: ******.*****.******.****@*****.***

Profile Summary

7x Salesforce-certified professional with over 7 years of experience across MarTech, Database Marketing, Data Engineering, and CRM, specializing in Salesforce Data Cloud and Marketing Cloud. I have led and contributed to high-impact projects across diverse industries, including banking, insurance, retail, telecommunications, healthcare, manufacturing, maritime/ports, pharmaceuticals, and logistics. Core Competencies

● Project & Strategic Leadership: Requirements gathering, pre-sales support, SOW

(Statement of Work) authoring, Jira backlog management (user stories/tasks), project management, resource allocation, technical interviewing, and team training/enablement.

● Architecture & Data Engineering: Designing cross-cloud and data architectures. Developing native and API-based integrations (batch and streaming), ETL development, and system health checks.

● Data Management: Expertise in data ingestion, harmonization, mapping, and modeling, as well as customer unification and Identity Resolution.

● Marketing Operations: Audience segmentation, metrics generation, Data Actions, end-to-end campaign execution, full-scale Salesforce Data Cloud and Marketing Cloud setup, and IP warming.

● Implementation & Automation: Designing and testing multi-channel journeys, developing landing pages, and building advanced automations, reports, and dashboards.

● Languages: SQL, AMPScript, SSJS, HTML, CSS, and PySpark.

Certifications (7x Salesforce Certified)

● Salesforce Certified Marketing Cloud Consultant

● Salesforce Certified Marketing Cloud Administrator

● Salesforce Certified Data Cloud Consultant

● Salesforce Certified Marketing Cloud Email Specialist

● Salesforce Certified AI Associate

● Salesforce Certified Associate

● Salesforce Certified Marketing Associate

Professional Experience

Salesforce Data Cloud & Marketing Cloud Coordinator Capgemini Apr 2024 – Present

Porto Seguro:

● Project focused on migrating satisfaction survey (NPS) sends from the legacy system Solucx to Salesforce Marketing Cloud.

● The solution involved: ingestion of historical and daily incremental data from files in GCS to Data Cloud, mapping and relating data into standard data models, audience segmentation, and activation of relevant attributes.

● Created automation to extract related attributes from a JSON column and populate a data extension for sending, utilizing these attributes to personalize the form and communications.

● Collection and visualization of survey responses in Power BI, along with engagement data from Marketing Cloud.

Banco do Brasil:

● I was the primary responsible for the Salesforce Data Cloud platform.

● Supported the development of native and API integrations (batch and streaming), ingestion, harmonization, mapping, and data modeling, customer unification, and identity resolution.

● Audience segmentation, metrics generation, data actions, campaign creation, full setup of Salesforce Data Cloud and Marketing Cloud, and IP warmup.

● Development and testing of multi-channel journeys, development of landing pages and automations, creation of reports and dashboards.

● Participation and design of cross-cloud solution architecture definitions. Salesforce Data Cloud & Marketing Cloud Consultant BRQ Jun 2023 – Feb 2024

Itaú: Project focused on the migration of a Business Unit (BU) and the construction of reports and dashboards for better control and sustenance of processes in Data Cloud and Marketing Cloud.

Carrefour: Project focused on mapping client pain points, proposing potential solutions, designing the data architecture, and planning a Data Cloud implementation. Salesforce Data Cloud & Marketing Cloud Consultant IBM Sep 2022 – Jun 2023

Oi:

● Built API integration between Oi Place (Commerce Cloud) and Marketing Cloud.

● Developed a landing page with personalized plan offers and API send to the plan change system.

● Optimized Data Cloud by dividing a massive data stream into smaller ones to facilitate data mapping, modeling, and segmentation.

● Defined solution and data architectures, technically leading complex projects.

● Developed end-to-end solutions using Salesforce Marketing Cloud, Data Cloud, Commerce Cloud, Service Cloud, in addition to integrations with external systems

(SFTP, S3).

● Created real-time and scheduled integrations via APIs and native connections.

● Created and optimized multi-channel journeys, using AMPScript and SSJS to personalize landing pages and emails.

● Data modeling, audience segmentation, and contact base management.

● Generated reports and actionable insights, evaluation and implementation of best practices (reputation management and IP warmup).

● Adopted Agile methodologies (Scrum) and prepared technical documentation. Salesforce Data Cloud & Marketing Cloud Consultant Globant Jan 2022 – Sep 2022

Projects focused on the Setup of Salesforce CRM, Marketing Cloud, and Data Cloud, data and campaign migration.

● Planning: Aiding the client in defining the project's MVP in Lean Inception.

● Configuration: Business Units, Sender Authentication Package, SSL, SSO, Profiles, Send Classifications, IP Warmup, FTP, S3, Applications, API Endpoints, Users, Role and Permission Management.

● Integration: Salesforce CRM (Service Cloud) and Marketing Cloud using Marketing Cloud Connect.

● Email Studio: Creation of Data Extensions, Lists, SendLog, Triggered Emails, and Subscriber/Email Management/Tracking.

● Advertising Studio: Creation of Advertising Audiences and definition of match rules.

● Web Studio: Development of Landing Pages using HTML, CSS, SSJS, and AMPScript.

● Analytics Builder: Creation of Reports and Intelligence Reports.

● Automation Studio: Creation of Automations with activities such as file import/transfer/extraction (to and from AWS S3 and FTP), SQL queries, contact import, communication sending, and journey activation.

● Journey Builder: Analysis, requirements gathering, development, testing, and validation of journeys.

● Content Builder: Creation of emails in HTML and AMPScript, SMS, and WhatsApp messages.

● Contact Builder: Salesforce Object Synchronization, Contact Management, and Data Modeling.

● Salesforce Data Cloud (CDP): Data Integration/Ingestion, creation of Data Streams, Mapping, Data Model Objects, Identity Resolution Rules, Unified Profiles, Segments, Activation Destinations, and Activations.

● Agile Methodologies: Lean, Scrum, and Kanban.

● Clients: AllCare and Plurix (SMR).

Database Marketing Analyst

Mirante Tecnologia Aug 2021 – Dec 2021

Project focused on the creation and optimization of multi-insurer campaigns.

● Creation, adjustment, and testing of Automations in Automation Studio.

● Creation and adjustment of Data Extensions in Email Studio.

● Creation, adjustment, and testing of Journeys in Journey Builder.

● Verification of data imported and filtered by automations.

● Tools: Salesforce Marketing Cloud, Excel, and FileZilla.

● Agile Methodologies: Scrum and Kanban.

● Client: Wiz.

Database Marketing Analyst

UPBI May 2020 – Aug 2021

Project focused on the optimization and sustainment of Claro's multi-channel campaigns.

● Supervision and optimization of campaigns on the SAS platform.

● Monitoring of campaign execution, troubleshooting, and proposing improvements.

● Performing scheduling, replacements, removals, and pauses.

● Tools: SAS (CI Studio, Management Console), SQL, Unix, Control-M, and Flow Manager.

● Client: Claro.

Digital Data & Analytics Trainee

EY Jul 2019 – Feb 2020

Project focused on intelligent product pricing.

● Data validation and quality using Excel, Power BI, and AWS Athena.

● Development and review of ETL using Jupyter Notebook and the PySpark language.

● AWS Tools: Athena, EMR, S3, and Jupyter Notebook.

● Documentation of Data Map, Data Dictionary, and Dashboards.

● Development and review of dashboards using Power BI.

● Agile Methodologies: Scrum and Kanban.

● Clients: Gerdau and Amil.

Intern

ConsulData Oct 2017 – May 2018

Responsible for the implementation and operations of technological infrastructures, including data center, network and server services, telephony, monitoring, user support, and management of workstations, servers, storage, and related software.

● Clients: Companies at the Port of Santos.

Education

Fatec - São Paulo Faculty of Technology

Computer Science

Jan 2015 – Aug 2018

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