Praveen Kumar Rangana
Salesforce Marketing Cloud Technical Architect
Exton,PA
Summary
Salesforce Marketing Cloud expert with 11+ years of experience in enterprise marketing automation, Journey Builder, integrations, and data architecture. Strong background in client communication, solution leadership, and people management, delivering scalable, compliant, and high-impact marketing solutions.
Overview
12
12
years of professional experience
7
7
Certifications
Work History
SFMC Consultant
TCS (Pfizer)
03.2025 - Current
- Built responsive email templates and content blocks using HTML/CSS and validated rendering across devices using Litmus.
- Ensured compliance with HIPAA, GDPR, CASL, CCPA, CAN-SPAM, and PII handling requirements.
- Administered SFMC BUs ensuring optimal performance across Email Studio, Mobile Studio, Web Studio, and Content Builder.
- Performed final QA using live data to validate rendering, personalization, and dynamic content logic.
- Monitored deliverability, including SAP configuration, IP warmup, SPF/DKIM/DMARC alignment, and spam-trap avoidance.
- Troubleshot journey, automation, and data extension issues to maintain campaign continuity.
- Architected and supported bi-directional data integration between Salesforce Marketing Cloud and Veeva CRM using MuleSoft APIs.
- Designed MuleSoft flows to exchange HCP/HCO data, consent status, campaign membership, and engagement events between Veeva CRM and SFMC.
- Enabled real-time and batch data synchronization using REST/SOAP APIs, SFTP, and Automation Studio workflows.
- Designed and executed 40+ multi-step Journey Builder workflows, improving customer engagement rates by 25–35% across email and SMS channels.
- Collaborated with cross-functional teams to successfully deliver comprehensive solutions for clients.
SFMC Technical Lead
Capgemini (Vanguard)
09.2024 - 02.2025
- Designed complex journeys leveraging behavioral triggers, Personalization Studio, and Einstein Recommendations.
- Architected and implemented a custom CDP integrated with enterprise digital ecosystems.
- Designed Data Cloud models, DLOS, DMOs, data streams, and Dataspaces.
- Built identity resolution rulesets to unify customer profiles across channels.
- Developed calculated insights, data actions, and ingestion APIs for real-time activation.
- Built 100+ SQL-driven audience segments, increasing targeting accuracy and reducing data errors by 40%.
- Integrated Dataroma with SFMC to centralize analytics and improve segmentation and reporting.
- Ensured compliance with GDPR, CASL, and financial-sector data governance.
SFMC Technical Architect
Infosys (Teachers Federal Credit Union Bank)
12.2023 - 08.2024
- Implemented Interaction Studio for real-time behavioral tracking and journey triggers.
- Designed SMS automation, push notifications, and multi-channel journeys using behavioral triggers.
- Built advanced dashboards in Dataroma for real-time KPI tracking and predictive analytics.
- Ensured compliance with GDPR, CCPA, CAN-SPAM, and internal banking security standards.
- Integrated SFMC with third-party systems using REST/SOAP APIs.
- Implemented file-drop automations processing 500K+ records daily via FTP, ensuring timely and accurate journey entry.
SFMC Technical Architect
Eli Lilly and Company
09.2022 - 10.2023
- Developed advanced AMPscript for dynamic personalization, JSON/XML parsing, and secure data handling.
- Implemented encryption/decryption logic on CloudPages for HIPAA-compliant data capture.
- Built custom unsubscribe/opt-in logic ensuring regulatory compliance.
- Improved data quality by 35% through deduplication, normalization, and suppression logic in Automation Studio.
- Integrated external systems via REST/SOAP APIs to automate data flows and campaign triggers.
SFMC Technical Architect
T-Systems - Deutsche Telekom
02.2021 - 09.2022
- Developed SSJS scripts for API data processing and automation workflows.
- Built landing pages, forms, nurture programs, and lead scoring models.
- Managed contact data hygiene, segmentation, and audience governance.
- Implemented and governed SMS opt-in and opt-out subscription models in Salesforce Marketing Cloud MobileConnect, ensuring compliance with TCPA, CTIA, and HIPAA regulations.
- Designed and managed transactional vs. promotional SMS consent frameworks, ensuring correct message classification and delivery based on subscriber permissions.
- Configured multi-brand and multi-business unit SMS architectures, supporting brand-level sender IDs, short codes, and localized messaging strategies.
- Reduced bounce rates by 20% by implementing proactive list hygiene and suppression strategies..
- Developed custom preference centers (CloudPages/AMPscript/SSJS) to allow subscribers to manage channel, brand, and message-type preferences (Nice to have).
- Enabled STOP/HELP/START keyword processing and automated opt-out handling within MobileConnect with real-time data updates.
Senior Marketing Cloud Technical Lead
UST Global
10.2018 - 01.2021
- Built responsive email templates and CloudPages using HTML/CSS and validated rendering using Litmus.
- Retrieved Data View reports using AMPscript for real-time optimization.
- Troubleshot journey, automation, and data extension issues.
- Led and mentored 6–10 SFMC developers, improving delivery velocity and reducing defects by 25%.
- Developed CRM-integrated data workflows to support segmentation and personalization.
Salesforce Marketing Cloud Lead
Accelerize360
04.2018 - 09.2018
- Configured SAP, IP warmup, Auto Suppression Lists, Sender/Delivery Profiles, and Send Classifications to ensure deliverability.
- Architected SFMC solutions integrated with Salesforce CRM and third-party systems.
- Generated Facebook leads using Advertising Studio and optimized ad campaigns.
- Decreased unsubscribe-related complaints by 30% through improved preference center design.
Senior ExactTarget Developer
Gale Partners
07.2017 - 03.2018
- Built data models, shared DEs, and contact models ensuring data integrity.
- Developed CloudPages, forms, and preference centers.
- Designed responsive email templates and creative assets using HTML/CSS.
- Built SQL-driven segments for email, journey, and social campaigns.
- Developed API-triggered journeys processing real-time events within seconds, improving response rates by 20%.
SFMC Implementation Consultant
Mirum India
05.2017 - 07.2017
- Implemented SFMC and SFCC integration to activate product catalog data for personalized journeys.
- Uploaded and synchronized SFCC product catalog data using Einstein capabilities for recommendations.
- Implemented JavaScript tracking snippets to capture product views, add-to-cart, wishlist, and purchase events.
- Designed Abandoned Cart, Browse, and Wishlist journeys using real-time behavioral triggers.
- Processed XML product feeds via FTP and dynamically rendered product details in emails.
- Built dynamic content blocks displaying product images, pricing, availability, and recommendations.
- Designed and executed 40+ multi-step Journey Builder workflows, improving customer engagement rates by 25–35% across email and SMS channels.
Senior Marketing Cloud Developer
Theorem India
04.2014 - 05.2017
- Managed user roles, permissions, and secure handling of sensitive data.
- Configured SAP, Sender Profiles, Delivery Profiles, and RMM.
- Built installation packages and ensured deliverability compliance.
- Developed custom automations, journeys, and data workflows.
- Designed and developed custom Journey Builder activities using SFMC Journey Builder SDK, enabling advanced decisioning, external API calls, and real-time data enrichment within journeys.
- Integrated REST and SOAP APIs into custom activities to fetch, validate, and update subscriber data during journey execution.
- Implemented secure authentication mechanisms (OAuth 2.0, JWT) for external system integrations used by custom Journey Builder activities.
- Automated 10M+ email sends per month using SFMC, ensuring 99.9% delivery accuracy and compliance with consent rules.
Education
Bachelor of Engineering (B.E.) - Computer Science & IT
Jawaharlal Nehru Technological University
India08-2008
Skills
Core SFMC Platforms
Journey Builder & Automation
Data Management & Modeling
Scripting & Development
Mobile & Messaging
Integrations & Middleware
Consent, Compliance & Deliverability
Reporting & Optimization
Certification
Salesforce Marketing Cloud Email Specialist
Timeline
SFMC Consultant
TCS (Pfizer)
03.2025 - Current
SFMC Technical Lead
Capgemini (Vanguard)
09.2024 - 02.2025
SFMC Technical Architect
Infosys (Teachers Federal Credit Union Bank)
12.2023 - 08.2024
SFMC Technical Architect
Eli Lilly and Company
09.2022 - 10.2023
SFMC Technical Architect
T-Systems - Deutsche Telekom
02.2021 - 09.2022
Senior Marketing Cloud Technical Lead
UST Global
10.2018 - 01.2021
Salesforce Marketing Cloud Lead
Accelerize360
04.2018 - 09.2018
Senior ExactTarget Developer
Gale Partners
07.2017 - 03.2018
SFMC Implementation Consultant
Mirum India
05.2017 - 07.2017
Senior Marketing Cloud Developer
Theorem India
04.2014 - 05.2017
Bachelor of Engineering (B.E.) - Computer Science & IT
Jawaharlal Nehru Technological University