Projects

Manual campaign‑link creation led to misconfigured UTMs and inconsistent naming. I designed a PowerApp that standardizes campaign names, automatically validates UTM querystrings and enforces URL construction and governance rules. This self‑service tool unlocked 100% compliance rate while also reducing link creation time and eliminated the need for manual operations builds.

Email QA has become a structural bottleneck in modern marketing operations. As campaign volume increases and teams scale self-service execution, manual QA remains slow and resource-intensive. This in-progress initiative explores how an intelligent QA agent can systematize and automate these checks. The Zapier prototype packages HubSpot email assets via API, evaluates them against governance and compliance rules, and produces structured, actionable QA reports for marketers.

A single, global scoring model produced inaccurate prioritization across multiple products. I built portfolio‑specific scoring models (behavioral, demographic, and firmographic), added score decay and eligibility checks and re‑architected HubSpot lifecycle workflows into modular components. The result was a 20 % increase in MQL accuracy and a 30 % rise in MQL‑to‑SQL conversion.

Inconsistent lead‑source values across Hubspot and Salesforce caused misclassification and murky attribution. I created a governed taxonomy, engineered deterministic assignment logic and embedded controls across all ingestion paths. This normalized more than 200 legacy values, cut misclassified leads by 30 % and ensured 100 % of inbound channels were standardized.

Rapid growth overloaded the Marketo‑Salesforce sync, creating multi‑day backlogs and delayed nurtures. I diagnosed the bottlenecks, partnered with engineering to design dual pipelines that separated CRM updates from bulk marketing traffic, standardized field mappings and established latency monitoring. Sync delays dropped from 24–94 hours to under one hour, inbound SQOs increased 55 % and operating costs were reduced by roughly $50 K.

Customer identities were fragmented across product platforms and CRM, leading to duplicate records and compliance gaps. I built a multi‑source verification framework, aligned product and marketing automation identities, deployed a GDPR‑compliant subscription management program and instituted duplicate‑matching and enrichment protocols. This resolved 15K duplicate records, identified 3.6K marketable customers, enriched 54K+ records and drove a 15 % increase in engaged customers.

Sales contact forms admitted spam, students and fake job titles, inflating MQL volumes and eroding trust. I standardized job data across portfolios, implemented lead‑to‑account matching, introduced layered quality controls (email verification, pattern‑blocking, automated rejection) and added an AI‑assisted validation layer for ambiguous cases. Junk MQLs dropped by 30 %, SQLs increased 20 % and the MQL‑to‑SQL conversion rate doubled.