Salesforce Marketing Cloud (SFMC)
Ashish M
Business Analyst
Truganina
Summary
Experienced Business Analyst with years of relevant experience across RACV, HCF, Resolution Life, and RANZCOG. Strong BA capability across requirements gathering, Jira/Confluence documentation, workshop facilitation, Agile delivery, and cross-functional engagement.
Overview
5
5
years of professional experience
2
2
years of post-secondary education
Work History
Business Systems Analyst
Royal Automobile Club of Victoria (RACV)
10.2024 - Current
- Led requirements gathering workshops, discovery sessions, and stakeholder interviews across Marketing, Digital, Data, CX, and IT teams.
- Performed BA responsibilities for MarTech and customer communication initiatives using Salesforce Marketing Cloud.
- Produced documentation including user stories, acceptance criteria, process maps (As-Is / To-Be), and technical handover notes.
- Collaborated closely with Salesforce developers, CX specialists, campaign managers, and product owners to deliver scalable solutions.
- Managed Jira epics, stories, and Confluence pages for transparent delivery tracking.
- Performed audience segmentation using SQL and data modelling for Salesforce Marketing Cloud campaigns.
- Built and optimised email, SMS, and push notification journeys using HTML, SQL, Ampscript, and automation tools.
- Translated business requirements into Salesforce Marketing Cloud technical specifications, supporting developers and campaign specialists.
- Facilitated Agile ceremonies (stand-ups, sprint planning, backlog refinement, showcases, retros).
- Supported end-to-end QA, UAT coordination, deployment readiness, and post-campaign reporting.
Business Analyst – Marketing Automation
HCF
03.2023 - 09.2024
- Supported the delivery of digital engagement and marketing automation solutions using Salesforce Marketing Cloud.
- Conducted workshops with marketing, digital, compliance, and technical teams to gather requirements and validate customer journeys.
- Defined user stories, BRDs, workflow diagrams, and acceptance criteria for MarTech initiatives.
- Collaborated with integration teams, data engineers, and SFMC developers to enable customer journey enhancements.
- Documented key processes, data flows, and technical details in Confluence for cross-team alignment.
- Conducted reporting and performance analysis using Power BI and CRM data sets.
- Ensured solutions complied with regulatory, privacy, and customer-experience standards.
Business Data Analyst
Resolution Life (formerly AMP Life)
03.2022 - 11.2022
- Worked and managed end to end marketing reporting projects, ranging from requirements gathering to delivering dashboards
- Collaborated with senior stakeholders through requirement workshops to define reporting needs and KPIs for insurance data
- Applied Agile ways of working, contributing to sprint reviews and retrospectives to track reporting delivery.
- Experienced using customers data and databases, capturing data in Salesforce CRM and Snowflake cloud data warehouse and database (SQL)
- Built relationships with the senior stakeholders, ranging from various technical and non-technical background, and helped them to come up with user stories and acceptance criteria
- Gathering data from disparate databases and sources which are in line with stakeholders requirements
- Soul point of contact for reporting purposes in agile marketing team
- Created fact (data tables) and dimension (lookup tables) in star and snowflake schemas relevant to marketing reporting projects
- Hands on experience on cutting edge technologies for reporting and dashboarding such as PowerBI
Business Data Analyst
Royal AU & NZ College Of Obstetric & Gynaecology (RANZCOG)
11.2020 - 01.2022
- Partnered with senior stakeholders and department heads to gather requirements and translate them into effective reporting solutions.
- Developed and improved integrated reporting and analysis capabilities.
- Built relationships and influenced and motivated employees to drive operational improvements.
- Designed and delivered Power BI dashboards using SQL-based data from MS Azure and SQL Server.
- Analysed data across medical education programs and workforce trends to support governance and compliance.
- Interfaced with technical and non-technical stakeholders, including senior leadership, to communicate insights.
- Assisted with data quality assessments and structured documentation for dashboards and reports.
- Worked with vendors and internal teams on updates to education platforms and membership systems.
Education
Masters of Business Analytics -
Deakin University
Burwood, VIC 02.2018 - 11.2019
Bachelor's Degree - Pharmaceutical Sciences
Nagpur University
Nagpur 04.2001 -
Skills
Requirements Elicitation & Documentation
Timeline
Business Systems Analyst
Royal Automobile Club of Victoria (RACV)
10.2024 - Current
Business Analyst – Marketing Automation
HCF
03.2023 - 09.2024
Business Data Analyst
Resolution Life (formerly AMP Life)
03.2022 - 11.2022
Business Data Analyst
Royal AU & NZ College Of Obstetric & Gynaecology (RANZCOG)
11.2020 - 01.2022
Masters of Business Analytics -
Deakin University
02.2018 - 11.2019
Bachelor's Degree - Pharmaceutical Sciences
Nagpur University
04.2001 -
Software
SQL Server Management Studio (SSMS)
Jira/Confluence for Documentation
Snowflake Datawarehouse
PowerBI and PowerBI service (Data Modelling using DAX, Calculated Fields, Measures)
Salesforce CRM
References
Available upon Request