Salesforce Marketing Cloud (SFMC)
Ashish M
Campaign Activation Manager
Truganina,VIC
Summary
Marketing Operations and Salesforce Marketing Cloud professional with experience delivering lifecycle communications, customer segmentation, campaign operations, and data-driven marketing solutions across RACV, HCF, Resolution Life, and RANZCOG. Skilled in translating business and marketing requirements into scalable technical solutions while collaborating across Marketing, Digital, Data, Analytics, Compliance, and Technology teams. Experienced in Agile delivery, campaign optimization, audience targeting, journey management, reporting, and stakeholder engagement within complex enterprise environments.
Overview
5
5
years of professional experience
2
2
years of post-secondary education
Work History
Salesforce Developer
Royal Automobile Club of Victoria (RACV)
Melbourne, VIC
10.2024 - 02.2026
- 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.
Marketing Automation Specialist
HCF
Melbourne, VIC
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 Data Analytics -
Deakin University
Burwood, VIC 02.2018 - 11.2019
Skills
Requirements Elicitation & Documentation
Technical Translation & Communication
Customer Segmentation and Audience Building
Critical Thinking and Problem Solving
Agile Methodology
Timeline
Salesforce Developer
Royal Automobile Club of Victoria (RACV)
10.2024 - 02.2026
Marketing Automation Specialist
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 Data Analytics -
Deakin University
02.2018 - 11.2019
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