Sai Sheguri

• Built out the architecture for Adobe Campaign /SFMC/Message gears, a marketing automation tool, to implement and run 40 million emails per week, as well as continue the daily deployment and workflow logic for new campaigns
• Implemented and Integrated all Social medial platforms within and outside Marketing tools, Such as Facebook, Twitter, Instagram, LinkedIn etc
• Implemented Delivery channels, which include SMS delivery, Push notification, In-App delivery, and expertise in using listening tools like Sprinkr, Talkwalker etc
• Installed Adobe Experience Platform, created users, Built Data Schemas, and loaded data from external sources
• Created workflows in Journey orchestration and built customized reports in Customer journey analytics
• Worked with a database manager to implement and architect a solution that combined multiple data points from our Marketing Data Mart into consumable data for the automation tool as well as modifying the database structure in real-time to expand and reconfigure the ongoing needs of our end users
• Created custom workflows and scripts that optimized and automated processes that were previously done manually and integrated with 3 external APIs to expand the company’s marketing reach
• Trained new employees in the use of the tool from both email developer and automation user perspective as well as customized campaign to allow easier access for users via access control and the use of JavaScript Server Pages
• Responsible for 3 annual reports as custom fully responsive and dynamic websites coded from scratch that were backward compatible to Internet Explorer 8 and WCAG compliant
• Wholly responsible for all HTML, CSS, and JavaScript development
• Implemented and took the lead on moving the front-end development onto a version control
• Participated in code reviews and functionality testing as well as mentoring of other developers for best practices
• Constructed, from scratch, multiple time saving tools to expedite processes and allow for less tech savvy members of the team to work on projects

As A Digital Experience consultant (DX)

- Developing and optimizing digital experiences across websites, mobile apps, and other platforms

- Analyzing consumer behavior and using data to inform design decisions

- Creating and implementing digital strategies to improve customer satisfaction and loyalty

- Managing and assessing the customer lifecycle and digital experience lifecycle

- Collaborating with cross-functional teams, including IT, e-commerce, and customer experience managers

- Enhance customer satisfaction metrics and build customer loyalty

- Drive innovation in digital experiences to differentiate the brand

- Improve website traffic, usability, and conversion rates

As the digital landscape continues to evolve, the DX role is becoming increasingly critical for organizations seeking to create memorable and effective digital interactions with their customers.

• Partner with stakeholders to define and document campaign audience requirements, program specifications and business requirements for marketing campaigns
• Design, build and execute multi-channel campaigns leveraging the Adobe campaign application
• Support quality and user acceptance testing such as creating test cases and executing test as related to marketing campaigns
• Work with client, external vendors and/or account team to maintain delivery and deployment schedules
• Support and coordinate Change Management initiatives
• Support Issue Management from identification through resolution
• Pay keen attention to detail, follow-through and be ability to multi-task
• Support/mentor BSA team with campaign issues/design, data analysis, and overall technical needs
• End to end Campaign Configuration/development and execution for Direct Marketing on Adobe campaign tool
• Responsible for end-to-end delivery of digital(email) campaigns
• End-to-end Campaign development and execution for Email, Direct Mail and Phone Marketing
• Extensive usage of SQL for use in data mining and analysis
• Managing the HTML build and email deployment using Adobe Campaign

• Created Delivery Template, typology rule, configuring a campaign template and creating technical workflows to implement business rules using Adobe Campaign
• Created data load workflows to process file based updates, deploy packages from Dev to production using Adobe Campaign
• Build delivery templates, Web applications/Surveys, workflow templates and campaign templates, ETL workflows using Adobe Campaign and Informatica
• Build packages of Campaign configurations to deploy from Dev to production
• Build workflows used to compute aggregates, configured integration with a direct mail vendor
• Configure and extend a Campaign data model, configure folder permission, Setup user access rights
• Setup automated export workflows, Modify an input form, deploy Campaign configurations
• Troubleshoot and diagnose issues related to a Campaign implementation
• Migrating campaign from UNICA environment to Adobe environment
• Testing the Migrated campaign against the UNICA Campaign counts and trouble shoot if there are any miss matches
• Work with IT teams, management and/or data scientists to determine organizational goals
• Mine data from primary and secondary sources
• Clean and prune data to discard irrelevant information
• Analyze and interpret results using standard statistical tools and techniques
• Pinpoint trends, correlations and patterns in complicated data sets
• Identify new opportunities for process improvement
• Provide concise data reports and clear data visualizations for management
• Design, create and maintain relational databases and data systems
• Triage code problems and data-related issues

• Analyzed active passive availability of the environment under site failure
• Performed in-place upgrade of UNICA platform and UNICA Campaign upgrade from v8.2 to 8.6 successfully
• Did gap analysis of the integrations and designed more optimal solution for file transfers, database archival, data migrations, configuration of marketing data marts, response upload processes
• Designed test and development environments and migrated flowcharts from one environment to other
• Worked on the UAT of the entire system by creating test cases and designed load optimization techniques
• Performed scalability test and concurrent users test to check system performance from power user point of view
• Did data integrity test of lists pulled through UNICA by cross checking through direct SQL pulls
• Supported client in the creation and execution of campaigns & list pulls
• Supported end users by creating flowcharts and executing their own campaigns
• Managed entire campaign management environment from L2 and L3 support perspective
• Worked in co-ordination with DBA teams, ETL support teams and UNICA user team and ensure smooth execution of multiple campaigns simultaneously
• Create & manage new table catalogues, templates, system tables & audience keys
• Restarting of UNICA listener, restarting of WebSphere for performance tuning
• Periodically cleaned up temp tables and killed sessions for better server performance
• Optimized all automated campaigns for performance before going live
• Involved in requirement gathering, requirement analysis and proof of concept submission, mapping complex requirements to UNICA Campaign Management System
• Responsible to ensure the availability, stability and sustainability of the application server and providing server maintenance round the clock
• Used eMessage process to launch emails to seeds as well as customers
• Involved in development of HTML wireframes, customizing Cognos reports, development of marketing automation solution using UNICA campaign, preparation of PLSQL scripts for data validation and data cleansing
• Involved in preparation of test cases, Unit testing, Functional testing, User Acceptance Validation (UAV) and Smoke testing (production environment)
• Involved in deploying/executing developed code from development to production environment
• Involved in logging of the defects and bugs and doing Causal Analysis
• This will make sure that these defects won’t repeat and it can be prevented by permanent solution which makes system more stable
• Involved in finalizing the scripts for production roll-out ensuring the changes made during the testing phase are incorporated properly

• Supported marketing managers in executing email campaigns to drive customer retention and growth
• Work with internal teams to gather requirements, translate business needs into technical execution for email campaigns: including trigger and other types of email programs such as welcome, nurture, retention and upgrade programs
• Coordinate marketing efforts and programs, both on and off-line, with internal and external solution teams, including technical staff, marketing, and sales - from events to newsletters
• Drive and manage email process - content, messaging, and segmentation, and list management for maximum revenue and profitability
• Heavy data entry in multiple platforms
• Serve as a complex problem-solving/ thought leader across various functional business groups to solve short and long-term important business problems
• Manages continuous improvement activities
• Creates, analyzes and documents Process Improvement Plans
• Analyst must be able to question data and ensure that the data makes sense
• Use of Excel at an advance level for spreadsheets
• Incumbent will interact with multiple data vendors and platforms
• Aligning with business and functional partners to make clear choices
• Communicate/articulate chosen strategies, and build momentum for key strategic initiatives
• Develop, prepare, generate, and analyze ongoing and ad-hoc special reports
• Partner with business leaders to support/challenge strategic alignment of planning sessions and initiatives
• Offer support on ongoing development of strategy through research, benchmarking, etc
• Provide expertise in strategy development and execution, planning, and facilitation of organizational development and training efforts
• This position will entail navigating and using multiple, uncommon data platforms

• Extract raw data from Teradata based data warehouse and provide customized reports using SAS
• Implement ADHOC, Acquisition and Triggered marketing campaigns using UNICA Campaign, SQL and SAS
• Consult with the marketing managers to discuss the functional and user requirements (partner requirements) of Marketing Campaigns
• Perform pre-campaign analysis and share data related insights with Marketing managers
• Build and launch Marketing campaigns based on customized targeting options
• Provided vision into various segmentation options available in DataMart
• Work with various cross-functional teams marketing analytics, merchandising and redemption
• Single point of contact for fulfilling various incentive processing campaigns: Product and Promotional
• Build trigger campaigns and monitoring their performance
• Report post-campaign results to marketing managers
• Provided documentation and water fall for each Campaign
• Created Win32 Application to trigger, schedule, execute Campaign Flowcharts and SQL Jobs using Visual Basic with backend access to Oracle, SQL Server and DB2 databases
• Reduced manual intervention of managing multi wave campaigns and optimized marketing resource optimization
• Worked extensively on UNICA performance by optimizing system table data archival strategy and space optimization
• Monitor/evaluate campaign effectiveness and utilize information for campaign optimization
• Identifying and evaluating new campaign contact opportunities to achieve incremental response, revenue and ROI
• Create test plans, test cases and assist with Testing & QA
• Provide recommendations to marketing program managers based on campaign objectives as well as in-depth analysis and assist in prioritizing strategic marketing initiatives
• Responsible for creating new users, security policies, roles, licenses in Platform as well as user documentation