Ajay Eedara

· Co-ordinated end-to-end implementation of Adobe Experience Platform (AEP) for enterprise-scale customer data unification across multiple business units.

· Designed and developed XDM schemas and field groups aligned with business requirements to standardize customer data models.

· Configured Real-Time Customer Profile (RTCP) by enabling datasets, managing profile attributes, and optimizing profile merge policies.

· Implemented identity resolution strategies using identity namespaces and identity graphs to unify cross-device and cross-channel customer identities.

· Built advanced audience segmentation logic using rule-based and event-driven conditions within AEP Segment Builder.

· Developed and orchestrated cross-channel customer journeys in Adobe Journey Optimizer (AJO) using event triggers, decision nodes, and conditional flows.

· Configured and deployed event-based triggers using streaming ingestion and Experience Events for real-time journey activation.

· Integrated diverse data sources including CRM systems, web SDK, mobile SDK, and third-party platforms using AEP APIs, Adobe I/O, and native connectors.

· Utilized REST APIs and JSON payloads for custom data ingestion, schema mapping, and automation of platform operations.

· Implemented data ingestion pipelines supporting both batch (SFTP, cloud storage) and streaming (HTTP API, SDK) mechanisms.

· Developed dynamic personalization logic within AJO using contextual data, attributes, and decisioning rules.

· Applied data governance policies using labels and enforcement rules to ensure compliance with privacy regulations and organizational standards.

· Managed consent and preference data using consent policies to control activation and downstream data usage.

· Leveraged Adobe Experience Platform Query Service (SQL) for data validation, debugging, and analytical insights on ingested datasets.

· Collaborated closely with marketing, data engineering, and analytics teams while using version control, CI/CD practices, and Agile methodologies to deliver scalable and high-performing solutions.

· Engineered scalable ETL/ELT data pipelines to ingest customer data into Adobe Experience Platform using batch and streaming frameworks.

· Automated data ingestion workflows using Python scripts and REST API integrations, ensuring reliable and repeatable data loads.

· Designed and configured XDM schemas, datasets, and schema relationships to support structured and semi-structured data ingestion.

· Established and maintained identity namespaces and identity mapping rules to support consistent identity resolution across systems.

· Implemented data validation and transformation logic using JSON schema validation and preprocessing techniques before ingestion.

· Created and managed audience segments using advanced logic expressions, including behavioral events and attribute-based conditions.

· Activated audiences to downstream systems such as Adobe Target, Adobe Campaign, and third-party marketing platforms.

· Developed journey workflows in AJO incorporating conditional branching, wait conditions, and event-based triggers for precision targeting.

· Integrated real-time behavioral data streams using Web SDK and mobile SDK to enhance journey responsiveness.

· Applied A/B testing and experimentation frameworks within campaigns to measure effectiveness and optimize engagement strategies.

· Monitored campaign and data pipeline performance using Adobe Analytics, dashboards, and custom reporting tools.

· Utilized SQL (AEP Query Service) and log analysis for troubleshooting, data reconciliation, and performance tuning.

· Worked in Agile environments, leveraging Git, CI/CD pipelines, and DevOps practices to manage deployments and ensure code quality.