Relevant Projects

Amica Mutual Insurance

Contact Optimization Initiative:

• Directed the Contact Deletion Project in collaboration with the marketing team to eliminate redundant and costly contact data, preventing platform overcharges.

• Identified and consolidated duplicate emails, inactive records, test data, and undeliverable or bounced contacts through systematic mapping and no-code filtering workflows.

• Reduced the contact database from 6.1M+ to 3.9M, successfully removing over 2.2M excess entries and improving system efficiency and campaign accuracy.

Email Process Overhaul:

• Redesigned and documented the complete email creation and delivery workflow, cutting time-to-market by 50%.

• Developed new standards for imagery, color palettes, and responsive layouts to ensure all communications were mobile-first and dark-mode compatible.

Program Documentation and Knowledge Management:

• Authored comprehensive process documentation in Confluence, replacing limited vendor-provided materials from the initial consulting implementation (Slalom).

• Captured all updated workflows, reusable automations, and design systems, ensuring scalability, onboarding efficiency, and long-term program sustainability.

Marketing Cloud Advertising Studio Implementation:

• Deployed and configured Salesforce Advertising Studio, enabling precise inclusion and exclusion audience lists for social media advertising.

• Integrated Ad Studio with Journey Builder and Automation Studio to streamline campaign delivery, enhance personalization, and strengthen cross-platform marketing alignment.

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Travel + Leisure Co.

RCI Rebrand Project (2021–2022)

• Led the complete rebranding of the RCI Email Program, transforming the visual identity and communication strategy to align with the new corporate direction.

• Developed a scalable email design system composed of modular HTML blocks, enabling flexible template-based creation for consistent and efficient campaign production.

• Implemented the redesigned system within Salesforce Marketing Cloud, ensuring seamless integration, brand consistency, and improved team productivity across all digital communication channels.

Panorama Travel Solutions Email Program (2021 – 2023)

• Engineer and implement a fully dynamic, data-driven email template in collaboration with industry expert Adam Spriggs, supporting seamless customization for over 100 co-brands under the Panorama Travel Solutions umbrella.

• Design and configure logic-driven automation enabling the template to dynamically update logos, links, imagery, and sender profiles based on real-time data variables, significantly enhancing personalization and brand integrity.

• Maintain and refine framework over two years, improving performance, scalability, and long-term adaptability while reducing manual intervention and production time.

Simon Data CDP Integration with Salesforce Marketing Cloud (2021)

• Led the technical architecture and execution of the Simon Data CDP integration with Salesforce Marketing Cloud, overseeing the full lifecycle from schema design to API implementation and automation.

• Developed and optimized bidirectional data flows and feedback mechanisms to ensure accurate synchronization of customer insights and behavioral triggers.

• Sustained uninterrupted operations of the RCI Email Program, supporting the successful deployment of approximately 125 personalized campaigns monthly while maintaining data integrity, automation efficiency, and platform stability.

Wyndham Destinations – Tripbeat Deliverability Project (2019)

• Revitalized Tripbeat’s email deliverability performance, collaborating with the marketing team to elevate Gmail inbox placement from 5% to over 80%.

• Implemented advanced deliverability strategies, including domain authentication enhancements, list hygiene optimization, and targeted content restructuring, ensuring improved sender reputation and sustained campaign reach.