Annapoorani T
Summary
Experienced Salesforce Marketing Cloud Lead with a strong track record in designing and executing multi-channel CRM automations, advanced segmentation, and personalised customer journeys. Skilled in leveraging SFMC tools (Journey Builder, Automation Studio, Email Studio), SQL, AMPscript, and data integrations to drive acquisition, engagement, retention, and loyalty initiatives. Proven ability to transition CRM ownership in-house, mentor teams, and shape strategic roadmaps. Brings deep expertise across QSR, finance, telecom, and not-for-profit sectors, with a passion for optimising lifecycle marketing, robust reporting, and collaborative cross-functional delivery.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Salesforce Functional Analyst
Techtronic Industries - TTI
10.2022 - Current
- Led the end-to-end design,development and deployment of automated, multi-channel customer journeys in Salesforce Marketing Cloud (Journey Builder, Automation Studio), driving acquisition, engagement, retention, and loyalty.
- Developed advanced segmentation and journey entry logic using SQL, leveraging data lakes to enable hyper-targeted campaigns.
- Successfully transitioned marketing automation ownership from external agencies to a scalable in-house capability, building foundational MarTech practices and mentoring internal teams.
- Partnered with data engineers, CRM, and product teams to unify customer views and support long-term CRM architecture and roadmap development.
- Managed and coached CRM coordinators, instilling strategic thinking alongside flawless execution of campaign delivery.
- Played a proactive role in shaping CRM strategy, balancing quick-win lifecycle improvements with the build of future-ready MarTech ecosystems.
Marketing Automation Specialist
Treasury Wine Estate PVT Ltd
08.2020 - Current
- Business Problem: Marketing Automation Specialist is a role that involves end to end design, development and support of Salesforce Marketing Cloud application.
- Environment: Salesforce Marketing Cloud, Journey Builder, Email Studio (Email Builder, Content Builder), HTML, CSS, JavaScript and SQL.
- Responsibilities:
- Managing subscriber data, import and segmentation using a combination of Salesforce Confidential tools and database queries
- Responsible for technical coordination including email QA in html, writing SQL query and AmpScript logic and leveraging assets to build and deploy email campaigns
- Used Journey builder in running more than 70 different campaigns along with Automation Studio and Contact Builder.
- Used HTML, CSS, AMPScript, SSJS, and other technologies to build customized solutions that support critical business functions.
- Collaborating with members of the project team and business owners to design, develop, unit test, and provide post-release support.
- Worked in an Agile environment with a focus on iterative and test-driven design methods.
- Coordination of day-to-day email operations, building and segmenting audiences, and creating automated campaigns.
- Conduct quality assurance reviews and other activities to ensure the accuracy and timeliness of email deployments
- Monitor the campaign post-deployment to validate completion
- Develop robust campaign documentation, including customer specific work instructions
- Prepare customer assets for hand off to other team members
- Leverage AmpScript to automate email sending processes.
- Enabling dynamic content management and personalization using AMPScript
- Use AMPScript language to create various email campaigns; create automated marketing campaigns
- Familiarity with SQL language for writing queries.
- Track campaign metrics including, sends, click through rates, and other measures using both exact Confidential and google analytics along with Excel; building dashboards to present analytics to company stakeholders.
- Validating the emails using Litmus tests.
- Generating the data extract reports.
Marketing Automation Functional Consultant
Axicorp Financial Services
07.2020 - 08.2020
- Business Problem: Marketing Automation Consultant is a role that involves data extraction, ingestion and reporting and analytics of EDM
- Environment: Salesforce Marketing Cloud, Journey Builder, Email Studio (Email Builder, Content Builder), SQL.
- Responsibilities:
- Analyze data, develop insights out of data in SFMC for Email Optimization and new opportunities and improvising CRO.
- Identify and confirm technical design risks and develop mitigating approaches
- Provide a level of effort in estimates for the technical portion of solutions
- Provide day to day end user support and assist users with best practices to improve and increase their knowledge of Salesforce Marketing Cloud
- Ability to design, configure, test, debug and deploy quality, scalable and well-documented solutions on the Salesforce platform
- Advise on Salesforce Marketing Cloud integrations to external platforms
- Make recommendations for enhancements and modifications to improve system performance, efficiency, internal business process, and reporting
- Create training and user documentation, and maintain ongoing documentation processes as business needs evolve or features are added
- Compile, prioritize and coordinate implementation of enhancements and defect fixes.
- Execute the strategy and planning of Salesforce applications in accordance with compliance standards.
- Interpret and understand data and business reporting from complex process areas across a subset of the organization.
Salesforce Consultant
Vision Australia PVT Ltd
03.2018 - 12.2019
- Business Problem: Salesforce Consultant is a role that involves end to end design, development and support of Salesforce application in Vision Australia, supporting a suite of stakeholders starting from Customer Support till Senior Vice President of the organization. The role demanded to play a Marketing Automation Specialist role as well by engaging with the Customer Support Representatives, understanding their requirements, converting it into a product solution and documentation of the process.
- Environment: Salesforce Marketing Cloud, Salesforce CRM, Journey Builder, Email Studio (Email Builder, Content Builder), HTML, CSS, JavaScript and SOQL.
- Responsibilities:
- Gathered requirements, estimated LOE and created functional requirements for key Salesforce projects like RCFT (Automation of communication and engagement with customers) and Referral Management (Automation of Letter generation for Vision Australia to validate and send it to inactive Referrers) projects.
- Worked on A/B Testing based Journey of Emails to send surveys (RCFT) to customers for identification of quality of Vision Australia’s services.
- Integrated SFMC and Salesforce via Marketing Cloud Connect to store the feedback received (RCFT) from surveys in a Salesforce Object and case creation for Managers to action.
- Worked on multiple channel communications like Email and SMS to reach Customers on survey (RCFT) based on their communication preference.
- Effectively created communication between technical, operational and marketing strategy groups. Created many data extensions to accommodate custom scenarios. Configured and designed journey’s using Journey Builder.
- Automated the import, extract and query activity using Automation Studio.
- Implemented AMP scripting to use data from various Data Extensions and used SOAP API in order to invoke triggers whenever there is a negative feedback (RCFT).
- Automated Letter Generation process (Referral Management via Visualforce pages in Salesforce to ease the effort on template creation and editing.
- Configured and used Salesforce standard features like validation rules, workflows, custom labels, custom
- Planned testing strategy, created and signed off test-script, executed User Acceptance Test
- Configured out of the box reports and dashboards as well as custom reports.
- Created workflow rules and defined related tasks, email alerts, and field updates.
- Implemented pick lists, dependent pick lists, lookups, master detail relationships, and Record Types to enforce data quality.
- Assisted in designing and creation of training material and conducted internal training sessions for business users on Salesforce CRM functionalities
Salesforce Consultant
National Australia Bank
08.2017 - 12.2017
- Business Problem: Salesforce Consultant position is a role that demands both technical skills and communication with the digital marketers and marketing strategists to understand and implement digital campaigns and administrate the tool as well. The role is to discuss and understand the digital marketing strategy requirements on the different types of campaigns with the digital marketing strategists and implement the workflow which is to convert the strategy discussed over the whiteboard to implement the strategy as a campaign on salesforce marketing cloud (Exact target). The role also demands various data integration with Salesforce Marketing cloud (like Salesforce CRM, web analytics data). Given that NAB is already using Salesforce based systems, leveraging the Salesforce skills to help design a holistic solution was necessary like integrating data from service cloud and sales cloud. The role also demanded stakeholder management as the data remained as siloes and all the siloes were owned by different business owners.
- Environment: Salesforce Marketing Cloud Automation Studio, Journey Builder, Email Studio (Email Builder, Content Builder). Service Cloud and Sales Cloud (For Integration purposes), Customer Community, HTML, CSS, JavaScript.
- Responsibilities:
- NAB Broker is a business managed by NAB to connect NAB Brokers with customers and provide brokers with a capability to manage customer profile and activities. As a Salesforce Consultant in NAB there was a primary project engagements BPFM(Review Management system to rate and review Broker’s services) and other BAU activities like Loading Data from the web and other sources as Data Extensions and regular maintenance of SFMC configuration.
- Implemented Reply Mail Management in Salesforce Marketing cloud for all the response emails from Customers for the survey(BPFM).
- Worked with Multiple Business Units within NAB between BAU processes and projects.
- Created and used many audience segments for the journey builder to apply the business filters specific to campaign(BPFM).
- Integrated Data with the file drops into Enhanced FTP using Automation Studio as part of the BAU process.
- Created Data views to connect multiple data extensions to facilitate Campaign Journeys.
- Worked on Email Tracking solution and analytics to implement splits and actions in journeys to change based on customer’s engagement.
- Created Triggered Emails to send confirmation to customers on their review and further marketing of NAB Benefits based on their review(BPFM).
- Simplify technical solutions that will enable the data to flow into Salesforce Marketing cloud and enable our customers to utilize the platform and ensure their speed to market goals.
Salesforce Marketing Cloud Consultant
Cognizant Technology Solutions
09.2015 - 05.2017
- Business Problem: Techno Functional Consultant position is a client-facing role requiring both technical skills and functional knowledge not limited to extensive business understanding. The role was to conduct requirement workshops with the customer’s marketing team, understand the client’s unique campaign requirements and build a Salesforce Marketing Cloud solution which is to convert a whiteboard figure to a live working campaign automation. Given that customer was already using Salesforce based systems, leveraging the Salesforce skills to help design a holistic solution was necessary like integrating data from service cloud and sales cloud. The role also involved training the Business Analysts from the customer’s side to make the simple salesforce Marketing cloud close to self-serving.
- Environment: Salesforce Marketing Cloud Automation Studio, Journey Builder, Email Studio (Email Builder, Content Builder). Service Cloud and Sales Cloud (For Integration purposes), HTML, CSS, JavaScript, jQuery.
- Responsibilities:
- Created and maintained Automations / Data Extensions and connector data transfer processes in Marketing Cloud.
- Ability to perform administrator functions such as user management, profile configuration, data management, etc.
- Developed and maintained email templates within Marketing Cloud.
- Developed and maintained within Marketing Cloud.
- Experience in implementing Social Studio is preferable.
- Worked on cross-browser and front-end development issues and render testing.
- Worked on CAN-SPAM, email regulatory compliance, and deliverability elements.
- Integrated with Salesforce Sales/Service Cloud to push/pull data.
- Enabled Client reporting capabilities in marketing cloud.
- Experience in integrating Salesforce Marketing Cloud with Adobe Analytics.
- Excellent written and oral communication skills which helped with the stakeholder management.
- Frequently Appreciated by the client-side marketing team on the understanding around data dependencies and design for marketing cloud journeys and campaigns.
- Created E2E Solution Design Reference Documents for each campaign implementation.
- Developed dynamic and responsive emails, landing pages, subscription forms, profile centre, API calls, and SQL queries.
- Coded HTML emails and landing pages using Exact Target Marketing Cloud Services proprietary scripting language (i.e. AMP Script).
- Automated database tools to execute highly dynamic, data-driven campaigns.
- Monitored and maintained key channel metrics, including response rate, deliverability rate, and unsubscribe rate.
- Influenced and executed company A/B testing strategies, as well as segmentation strategies.
- Create 1:1 customer centric journey builder interaction and integrate with Sales Cloud to track, report and manage customer lifecycle.
- Understood Analytic segments and provided suggestions to improvisation on the segment’s usage on campaign journeys.
- Create user manuals for new applications and trained the client-side BA till total adoption
- Collaborate with marketing managers from the client side to ensure Direct Connect and get the most out of marketing cloud campaigns and improve business processes.
- Support client’s developers and third parties throughout the implementation process(UAT).
- Validate and debug implementation and follow through on issues until resolved.
- Advice key stakeholders on the updates and ensured they are aware of the status.
- Gather, document and help form/guide client business requirements, key performance indicators (like audience filters) and other functional and/or technical requirements.
- Manage customer expectations appropriately and keep projects on schedule and within scope.
- Monitor and Review the Quality of the work done by the juniors in the team both technical and functional terms.
- Interact frequently with external audiences – including interaction with marketers, market analysts, web developers, to effectively present technical details to a non-technical audience.
- Performed business analysis, setup analytic reporting, provide ad hoc training, diagnose and solve technical issues.
Salesforce Developer
Capgemini
12.2014 - 08.2015
- Business Problem: Patterson wanted to implement customer support for their clients on service cloud. They were using service console for their employees while for the customers, customer community. Community was developed using custom visual force pages to provide enhanced look and functionality, community was also capable of generating customizable report for the services which were provided by Patterson.
- Environment: Salesforce.com, Visual Force, Force.com, Salesforce Service Cloud, Apex Data Loader
- Responsibilities:
- Configured Salesforce including but not limited to validation rules, workflows, custom labels, custom settings, profiles and permissions
- Developed visual force for generation of customizable service PDF report and designed the whole page
- Developed Status bar for service console which was displaying count down timer for the commitment they have made to their customer and display all the important information related to case in interactive way.
- Solved the Service Console bug issue for all the Visual Force Pages which are being displayed on console application.
- Created custom objects and its related reports / dashboards to hide data access from other profiles across the organization.
- Integrated and administered Salesforce for Outlook (SFO).
- Performed customization using Apex and Visualforce
- Created Sharing rules for user groups and day to day permission to the users and support issues Sandbox refreshes.
- Conducted requirement-gathering workshops with the stakeholders to understand their requirements and create the requirement document and specifications.
SAP ABAP HR Developer
IBM India Pvt Ltd
05.2013 - 01.2014
- Business Problem: This was a new SAP HR implementation and design/development of the HRMS. The Design underwent constant changes due to frequent policy changes and quick turnaround was expected from the developers to understand and update the code to reflect the change. Also, Time, Personal and Organization management alongside ESS & MSS portal, workflow and payroll management.
- Environment: SAP ABAP, SAP ABAP HR
- Responsibilities:
- Debugged and Implemented of SAP Notes.
- Developed technical design document based on Functional Specification, getting requirement clarification from Business analysts and functional people following AGILE process as a part of the SCRUM team.
- Worked on Development, Defects, Code Review and UTP.
- Worked on Data Dictionary, Reports, BDC, Smart Forms, Interface, Performance Tuning, INFOTYPE Creation, Enhancement and modification.
- Developed various custom reports (PBC report and separation letters).
- Worked extensively in inbound and outbound interfaces (TTK, GPA and GTLI).
- Communicate directly with the end users to understand and resolve incidents/ SR’s.
- Handled various stakeholders to ensure the E2E project delivery success.
SAP ABAP Developer
IBM India Pvt Ltd
05.2011 - 05.2013
- Business Problem: Shell’s Global SAP(GSAP) is one of world’s largest SAP implementation. The project started in 2004 and GSAP is part of Shell’s OP-One global strategy, in which the streamline project is designed to introduce simplified and standard policies and processes across the business, as part of the drive to restoring Shell oil products place as clear leader in the downstream oil business. The challenge was to handle such a matured SAP implementation as a fresh starter into SAP world.
- Environment: SAP ABAP, SAP MDG-S, F, Web Dynpro FPM, Workflow, BRF+
- Responsibilities:
- Conducted complex analysis, debugging, coding, testing, and support.
- Worked on various aspects of MDG Solution including configuration, Data Modelling, UI Modeling, BRF+, Data Replication.
- Created solution demos and use case on SAP Master Data Governance for discovery sessions
- Expertise in ABAP with respect to Master Data Governance.
- Have good working knowledge in End to End Process Implementing, Configuring and Support in SAP MDM and SAP MDG.
- Expertise on SAP MDG-F, SAP MDG-S and custom object.
- Created Auto custom change requests using custom entities.
- Configured Rule Based workflow aligning with the process flows.
- Configured custom data model with addition of fields and corresponding fields in UI modelling.
- Configured change request types and developed validation rules.
- Worked on data replication and replication techniques.
- Performed Techno functional consulting on SAP MDG for all master data.
- SAP BRF+ workflow expertise rich resource.
- Reviewed business requirements to develop initial technical design for new systems solutions.
- Created Web Dynpro ALV reports, and integrated Adobe forms into the portal with Web Dynpro.
- Used BADI and enhancement framework and Enhanced standard IDocs by adding custom segments per client requirements.
- Facilitated the creation of test scenarios and test scripts.
Education
Bachelor's in Engineering - Information Technology
SASTRA University
Tanjore, India03-2010
Skills
- Salesforce Marketing Cloud (SFMC)
- Salesforce CRM
- Journey Builder
- Automation Studio
- Email Studio
- SMS & Mobile Studio
- SQL
- Segmentation
- Personalisation
- Lifecycle Marketing
- Loyalty Programs
- Data Schemas
- Event Tracking
- Multi-channel Campaigns
- CRM Strategy
- Roadmap Planning
- Team Leadership
- Stakeholder Management
Certification
- Salesforce Certified Marketing Cloud Email Specialist(2020)
- Salesforce Certified Administrator (2018)
- Salesforce Platform Developer 1(2017)
Accomplishments
- Completed the Salesforce Developer certification PD1.
- Generated client billable opportunity for 6 months and generated high revenue for Cognizant India.
- Appreciated by the management for learning and executing marketing cloud solutions as a part of Salesforce solution.
- Migrated all the data within shorter stipulated time, also handled the salesforce implementation.
- Moved into Lead position managing two of the team members within 3 years of my career.
Timeline
Salesforce Functional Analyst
Techtronic Industries - TTI
10.2022 - Current
Marketing Automation Specialist
Treasury Wine Estate PVT Ltd
08.2020 - Current
Marketing Automation Functional Consultant
Axicorp Financial Services
07.2020 - 08.2020
Salesforce Consultant
Vision Australia PVT Ltd
03.2018 - 12.2019
Salesforce Consultant
National Australia Bank
08.2017 - 12.2017
Salesforce Marketing Cloud Consultant
Cognizant Technology Solutions
09.2015 - 05.2017
Salesforce Developer
Capgemini
12.2014 - 08.2015
SAP ABAP HR Developer
IBM India Pvt Ltd
05.2013 - 01.2014
SAP ABAP Developer
IBM India Pvt Ltd
05.2011 - 05.2013
Bachelor's in Engineering - Information Technology
SASTRA University
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