SANJAY KUMAR KANTE

● Architected end-to-end SFMC–Sales Cloud integration using synchronized Contact and Lead objects with a 15-minute cadence, ensuring alignment between CRM lifecycle stages and marketing engagement.

● Defined enterprise SubscriberKey and identity governance strategy prioritizing CRM Contact (003) and Lead (00Q) IDs, eliminating uncontrolled identity creation and stabilizing Contact Builder across BUs.

● Led remediation of large-scale Contact Builder data issues (~200K records) caused by legacy Data Designer mappings, designing safe deletion and long-term prevention strategies.

● Designed API-driven real-time Journeys using /interaction/v1/events for web and quote workflows, enabling near-real-time customer engagement without compromising CRM identity integrity.

● Built bi-directional CRM updates from SFMC Journeys, syncing engagement scores, bounce metadata, unsubscribe status, and engagement timestamps back to Sales Cloud.

● Implemented CRM-driven suppression and eligibility logic using boolean flags and Send Management auto-suppression lists, ensuring compliance and accurate targeting across all commercial sends.

● Designed and automated a 90-day weighted engagement scoring model using SFMC system data views (_Open, _Click, _Bounce, _Subscribers), feeding normalized scores into CRM Lead and Contact scoring.

● Standardized multi-BU architecture with clear separation of shared vs BU-specific Data Extensions, Journeys, and APIs, supporting Carrier and Customer use cases within a single enterprise account.

● Developed CloudPage-based ingestion services (SSJS + AMPscript) for high-volume quote and form workflows, including continuation logic, error handling, and Journey injection.

● Diagnosed and resolved discrepancies between All Contacts, All Subscribers, and CRM-synced records, providing platform-accurate explanations of SFMC contact lifecycle behavior to stakeholders.

● Implemented scalable data hygiene and governance processes, including controlled deletion, suppression, and monitoring to maintain contact thresholds and platform health.

● Served as SFMC solution architect and advisor, collaborating with CRM, web, and business teams to translate complex logistics workflows into scalable, compliant marketing solutions.

● Designed a future-ready Salesforce Data Cloud integration strategy to centralize customer, carrier, and engagement data across CRM, SFMC, and external web sources into a unified customer profile.

● Visualized Data Cloud as the identity and segmentation layer, ingesting SFMC engagement events (opens, clicks, bounces), CRM attributes, and web signals to create real-time Calculated Insights and segments.

● Enabled Data Cloud → SFMC activation use cases, where unified audiences and real-time segments are pushed into SFMC for Journey entry, personalization, and suppression decisions.

● Positioned Data Cloud to replace complex SQL-based segmentation, reducing dependency on SFMC data views and automations while enabling near-real-time personalization at enterprise scale.

● Architected enterprise-level Salesforce Marketing Cloud ecosystem integrated with Sales, Service, and Data Cloud to deliver unified, personalized, and compliant customer journeys.

● Led end-to-end campaign management for the Credit Cards BU, from requirement gathering with business stakeholders to post-campaign performance reviews.

● Designed data-driven journeys (card activation, billing, spend nudges, payment reminders) with Journey Builder, Automation Studio, AMPscript, and SSJS.

● Implemented real-time event-based triggers using APIs and Data Cloud, improving time-to-customer engagement by 40%.

● Collaborated with compliance and data privacy teams to align campaigns with CAN-SPAM and GDPR requirements.

● Conducted post-journey insights analysis to optimize ROI, leading to a 35% improvement in card activations.

● Directed a 6-member development team, ensuring code quality, adherence to governance standards, and successful campaign rollouts.

● Enhanced personalization with dynamic content & predictive analytics (Einstein Studio), boosting subscriber engagement by 25%. Designed multi-channel marketing frameworks (Email, Push, SMS) that reduced late payment occurrences by 15%.

● Built custom preference centers to improve customer experience and reduce global opt-outs by 20%.

● Improved deliverability (98%+) through IP warming, domain alignment, and inbox placement strategies.

● Created and governed API-based integration patterns using MuleSoft and Informatica, enabling real-time event-triggered sends and data sync across channels.

● Partnered with Data Engineering to implement zero-copy data integrations, enabling real-time segmentation without data duplication.

● Leveraged SQL expertise for complex audience segmentation, improving targeting precision by 30%.

● Conducted business review sessions with stakeholders, presenting actionable insights and optimization strategies.

● Acted as a bridge between technical and business teams, ensuring solutions were both scalable and business-driven.

● Pioneered the use of Einstein Engagement Frequency and Einstein Send Time Optimization, enabling smarter send strategies that improved overall campaign engagement by 17% without increasing email volume.

● Automated repetitive workflows, reducing campaign preparation time by 40% and ensuring quicker go-to-market.

● Wrote back processed and enriched data to Snowflake, ensuring data consistency and availability for further analysis and reporting.

● Integrated Tableau with Salesforce Data Cloud to visualize data insights, enabling data-driven decision-making through interactive dashboards and reports.

● Enhanced data governance by establishing robust data mapping and transformation processes, ensuring data accuracy and compliance..

● Used APIs to ingest data from various sources, ensuring real-time data availability and synchronization across platforms.

● Integrated data into Salesforce's standard metadata model, allowing for consistent data structure and accessibility across Salesforce applications.

● Designed data architecture and identity resolution frameworks in Data Cloud, improving segmentation accuracy and time-to-market by 40%.

● Designed personalized journeys (welcome, cart abandonment, re-engagement) increasing conversions by 30% for e- commerce BU.

● Integrated Sales Cloud + SFMC to enable real-time behavioral triggers, resulting in an 18% uplift in AOV.

● Created a seasonal promotions automation framework (Black Friday, Holiday sales) reducing campaign prep time by 40%.

● Built dynamic, modular content blocks/templates in Content Builder, ensuring design consistency across multiple brands.

● Developed A/B testing strategies for subject lines and offers, improving email CTRs by 22%.

● Implemented customer preference centers and publication lists, reducing unsubscribes by 18%.

● Used SQL + Data Cloud segmentation to deliver hyper-personalized messages based on shopping behavior.

● Developed data ingestion and harmonization workflows for e-commerce purchase and browsing data via APIs, SFTP, and MuleSoft connectors.

● Built Data Cloud-based segmentation models using DMOs, calculated insights, and data actions, improving campaign targeting accuracy by 25%.

● Created predictive product recommendation models with Einstein Personalization, improving average order value by 18%.

● Collaborated with CRM & product teams to design multi-channel campaigns across Email, SMS, and Mobile Push.

● Conducted stakeholder workshops to translate requirements into scalable SFMC solutions.

● Delivered training and knowledge transfers to junior developers, strengthening the internal competency.

● Automated data imports, tracking, and campaign execution using Automation Studio & SSJS scripts.

● Enhanced deliverability by implementing list hygiene strategies and ongoing deliverability monitoring.

● Developed loyalty lifecycle journeys, increasing repeat customer engagement by 20%. Provided SFMC platform support and strategic consulting, ensuring campaigns aligned with evolving e-commerce trends.

● Led a team of 4 developers, reviewing solutions, mentoring, and ensuring delivery excellence.

● Introduced event-driven marketing using API-triggered sends and Data Cloud event streaming, reducing lag between customer activity (cart abandonment, product views) and marketing touchpoints from hours to minutes.

● Optimized data processing and storage by leveraging Salesforce's scalable infrastructure, ensuring efficient data management and retrieval.

● Built and deployed email campaigns in the Healthcare BU, focusing on compliance and customer engagement.

● Created and maintained Automation Studio workflows for recurring imports, triggered sends, and data refreshes.

● Developed responsive, accessible email templates and dynamic content blocks tailored for healthcare communications.

● Implemented subscriber management and preference centers, reducing global opt-outs by 12%.

● Supported list & data extension management, ensuring clean segmentation and reduced duplication.

● Collaborated with developers to integrate external CRM/e-commerce systems with SFMC via API connections.

● Implemented CAN-SPAM/GDPR-compliant opt-out strategies, ensuring full legal compliance.

● Built journey builder automations for appointment reminders and patient engagement campaigns.

● Analyzed campaign reports, providing insights on open/click rates, and recommended optimizations.

● Assisted marketing/CRM teams with campaign setup, testing, and execution, ensuring timely delivery.

● Partnered with the healthcare compliance team to design HIPAA-compliant communication templates, ensuring regulatory adherence while improving trust and engagement within sensitive patient journeys.