Bhanu (Prakash) Avula
CRM and MarTech Expert
Experience
Jun 2024 - Present
1 year 2 monthsMunich, Germany
CRM and MarTech Expert
Merkle DACH
- Configure and customize Salesforce Marketing Cloud, Braze, and Data Cloud to meet client-specific requirements, ensuring seamless deployment and scalability. Develop and maintain custom APIs, automation workflows, SQL queries, Liquid Script, AMP script, and SSJS scripts for data processing, personalization, and dynamic content.
- Design and implement multi-channel campaigns and customer journeys across email, SMS, push notifications, and in-app messaging. Build and maintain integrations with CRM systems, analytics platforms, data warehouses, and third-party tools using REST/SOAP APIs and connectors.
- Develop data models, ETL processes, and pipelines to synchronize data across systems, enabling a unified customer view and real-time engagement. Optimize platform performance by implementing error handling, logging, and monitoring mechanisms to detect and resolve issues proactively.
- Provide development support for campaign setup, deployment, and monitoring, ensuring smooth execution and delivery. Optimize customer journeys and automation workflows using Journey Builder, Audience Builder, and Automation Studio in Salesforce Marketing Cloud.
- Conduct A/B testing, performance analysis, and reporting to enhance campaign effectiveness and ensure maximum ROI. Design and maintain data extensions, segmentation strategies, and audience targeting rules for effective customer communication.
- Leverage Data Cloud capabilities to unify customer profiles, enable predictive analytics, and personalize customer interactions. Act as a technical SME (Subject Matter Expert), providing support for complex issues related to platform configuration, integrations, and campaign execution.
- Troubleshoot API integrations, scripting errors, automation failures, and data synchronization issues to minimize downtime and optimize performance. Collaborate with vendors and internal teams to resolve critical issues and deploy fixes in a timely manner. Establish development standards, reusable templates, and best practices to ensure consistency and scalability across implementations.
- Document technical designs, workflows, configurations, and troubleshooting guides to enable knowledge sharing and team enablement. Continuously assess processes and recommend automation opportunities to improve efficiency and reduce manual efforts. Collaborate with marketing, IT, analytics, and client teams to gather requirements, define solutions, and support campaign execution.
- Conduct training sessions and knowledge transfers to empower internal teams and clients to manage campaigns and troubleshoot issues independently. Act as a liaison between technical and non-technical teams, translating business needs into technical solutions. Develop custom dashboards and performance reports to track campaign metrics, customer engagement, and data trends.
- Leverage Data Cloud insights to deliver actionable recommendations for improving personalization and marketing performance. Analyze performance data and troubleshoot delivery or tracking issues to ensure campaign success and alignment with client KPIs.
- Stay updated with Salesforce Marketing Cloud, Braze, and Data Cloud releases, new features, and industry trends to drive innovation. Evaluate and implement new tools and technologies to improve marketing capabilities, optimize workflows, and enhance customer experiences. Recommend and implement AI-powered solutions for predictive analytics, segmentation, and personalization to enhance customer journeys.
Sep 2019 - May 2024
4 years 9 monthsMunich, Germany
Salesforce Multi-Cloud Architect
Merck Sharp Dohme (MSD)
- Design and implement multi-channel marketing automation frameworks using Salesforce Marketing Cloud, Braze, and Data Cloud to support personalized, data-driven campaigns. Develop and optimize customer segmentation models, audience targeting strategies, and lifecycle marketing programs to maximize engagement and conversions.
- Create scalable and reusable campaign templates, journeys, and workflows that streamline execution and reduce time-to-market. Architect customized solutions to integrate CRM and marketing platforms with ERP systems, sales platforms, and customer support tools to create a 360-degree customer view.
- Leverage APIs, SQL, Liquid Script, AMP script, SSJS, and REST/SOAP services to enable advanced functionality and real-time data synchronization. Develop data models and schemas within Data Cloud to centralize customer insights and enable predictive analytics.
- Design data strategies and pipelines to collect, unify, and analyze customer data across platforms, ensuring compliance with GDPR, HIPAA, and industry standards. Implement data cleansing, enrichment, and segmentation processes to ensure high data quality and relevance for targeted campaigns.
- Utilize AI-driven insights and predictive analytics to enhance personalization and optimize marketing performance. Build and execute customer journeys and automation programs leveraging tools like Journey Builder, Mobile Studio, and Interaction Studio in Salesforce Marketing Cloud. Knowledge on HubSpot and its integrations.
- Design and implement multi-channel engagement strategies, including email, SMS, push notifications, and in-app messaging using Braze. Optimize campaign performance through A/B testing, dynamic content strategies, and real-time performance tracking.
- Develop and manage integrations between Salesforce Marketing Cloud, Braze, Data Cloud, and third-party platforms (e.g., analytics tools, CMS, and social media platforms). Optimize platform performance through regular audits, code reviews, and troubleshooting to ensure scalability and reliability.
- Implement Data Cloud connectors for seamless data exchange and real-time decision-making. Collaborate with sales, IT, data science, and compliance teams to align marketing strategies with organizational goals and regulatory requirements. Serve as a technical advisor and subject matter expert (SME), providing training and mentorship to stakeholders on CRM and marketing technologies. Partner with product owners and marketing teams to create data-driven customer engagement strategies aligned with the pharmaceutical industry’s ethical and regulatory standards.
- Analyze campaign data and customer behaviors to refine marketing strategies and improve outcomes. Stay updated with Salesforce releases, AI tools, and industry trends to implement innovative features and strategies.
- Explore and integrate emerging technologies, such as CDP (Customer Data Platform) and AI-driven personalization tools, to enhance customer engagement.
Apr 2016 - Aug 2019
3 years 5 monthsMunich, Germany
Senior Manager Salesforce Development
Sixt rent a car
- Lead the design and implementation of scalable Salesforce solutions, aligning with Sixt Rent a Car’s business objectives and growth strategies. Oversee the development and deployment of custom applications, leveraging Apex, Visualforce, Lightning Web Components (LWC), and Salesforce APIs.
- Define and enforce coding standards, best practices, and development frameworks to ensure high-quality deliverables. Architect complex integrations with external systems, including payment gateways, fleet management tools, and customer support platforms. Manage and mentor a team of Salesforce developers, administrators, and consultants, fostering a collaborative and high-performance work culture.
- Develop and execute project roadmaps, prioritizing deliverables and ensuring on-time and on-budget delivery. Collaborate with cross-functional teams, including marketing, sales, and operations, to deliver customized CRM solutions that enhance customer engagement and retention.
- Partner with stakeholders to gather business requirements, map processes, and translate them into technical specifications. Optimize Salesforce implementations by designing scalable data models, workflows, and process automation using Flows, Process Builder, and Apex Triggers.
- Leverage Salesforce Marketing Cloud and Pardot to create personalized marketing campaigns and improve customer acquisition. Integrate advanced analytics and reporting tools to provide actionable insights and measure the performance of marketing and sales strategies. Handling huge volumes of B2B and B2C data.
- Develop and enforce governance policies to maintain system stability and compliance. Stay ahead of Salesforce releases, updates, and trends to implement innovative features and capabilities. Introduce automation tools, AI-driven insights, and chatbot integrations to enhance customer experiences and operational efficiencies.
- Evaluate and implement third-party solutions, such as Marketing Cloud, Tealium, to expand Salesforce capabilities. Work closely with senior executives, business leaders, and external vendors to align Salesforce strategies with organizational goals.
Jun 2014 - Apr 2016
1 year 11 monthsIndia
Salesforce Consultant
Deloitte
- Collaborate with business analysts and stakeholders to understand and analyze business requirements.
- Translate business needs into technical specifications for Salesforce solutions.
- Configure Salesforce applications to meet the specific needs of the business. Customize Salesforce features using declarative tools like Process Builder, Flow Builder, and Workflow Rules.
- Write clean, efficient, and maintainable code using Apex, Visualforce, and Lightning. Develop custom applications and components to extend the functionality of Salesforce. Design and implement integrations between Salesforce and other systems using REST/SOAP APIs, middleware, and third-party tools.
- Ensure seamless data flow and synchronization between Salesforce and external applications. Perform data migrations, data imports, and data exports using tools like Data Loader and Salesforce Data Import Wizard.
- Ensure data integrity, consistency, and quality within the Salesforce environment. Develop and execute unit tests, integration tests, and user acceptance tests (UAT) to ensure the quality of Salesforce solutions. Debug and resolve issues, bugs, and performance bottlenecks in a timely manner.
- Provide technical support and troubleshooting assistance to Salesforce end-users. Develop documentation and training materials to guide users on new features and functionalities. Manage the deployment of Salesforce changes and enhancements through different environments (development, testing, production) using tools like Salesforce DX, Change Sets, and Git.
- Ensure proper version control and release management practices are followed. Implement and maintain security best practices within the Salesforce platform, including role-based access control, profiles, and permission sets.
Oct 2010 - Jul 2014
3 years 10 monthsIndia
Salesforce Customer Success Manager
NTT Data
- Serve as the primary point of contact for customers, building trusted relationships and ensuring satisfaction throughout the Salesforce journey. Act as a strategic advisor, helping clients maximize their Salesforce investment and align solutions with business goals.
- Conduct regular business reviews and provide recommendations for enhancing CRM performance and scalability. Leverage deep Salesforce development expertise to guide customers in designing and implementing customized solutions across Sales Cloud and Service Cloud.
- Collaborate with stakeholders to define requirements, map business processes, and deliver technical solutions.
- Assist clients with complex configurations, integrations, and customizations to meet unique business needs.
- Partner with development teams to oversee project delivery, ensuring quality, timelines, and adherence to best practices. Provide hands-on training, workshops, and enablement sessions to support user adoption and success.
- Develop and deliver onboarding programs to streamline implementation and reduce time-to-value.
- Proactively identify and resolve technical issues, optimizing system performance and ensuring high availability.
- Utilize Salesforce development knowledge (Apex and Visualforce) to troubleshoot complex issues and recommend solutions. Perform data analysis and cleansing to maintain data integrity and accuracy within Salesforce platforms.
- Analyze client usage metrics and adoption trends to identify growth opportunities and propose enhancements.
- Collaborate with sales teams to identify upsell and cross-sell opportunities, presenting new features and add-ons.
- Create and track success metrics, ensuring clients achieve measurable ROI from Salesforce solutions.
- Continuously refine processes to improve efficiency, scalability, and customer satisfaction.
Summary
Dynamic and results-driven CRM and MarTech expert with extensive expertise in CRM and Marketing Automation. Passionate about driving innovation, efficiency, and business transformation in a challenging new role. Proven track record of delivering seamless implementations across Salesforce platforms, including Sales Cloud, Service Cloud, Marketing Cloud, Pardot, HubSpot, Braze, Veeva CRM, & Data Cloud. Dedicated to crafting exceptional solutions that boost customer engagement and accelerate business growth.
Languages
English
AdvancedGerman
Intermediate Education
Oct 2004 - Jun 2008
Jawaharlal Nehru Technological University
Bachelor of Technology · Computer Science Engineering · Hyderabad, India
Certifications & licenses
AWS Certified Solutions Architect – Associate
AWS
Braze Certification Customer Engagement Skills Badge
Braze
Braze Certification Email Deliverability Skills Badge
Braze
Braze Certified Developer
Braze
Braze Certified Digital Strategist
Braze
Braze Certified Marketer
Braze
Braze Certified Practitioner
Braze
Braze Certified Technical Architect
Braze
Project Management Professional
Project Management Institute
Salesforce Certified AI Associate
Salesforce
Salesforce Certified AI Specialist
Salesforce
Salesforce Certified Administrator
Salesforce
Salesforce Certified Application Architect
Salesforce
Salesforce Certified Associate
Salesforce
Salesforce Certified Data Architect
Salesforce
Salesforce Certified Data Cloud Consultant
Salesforce
Salesforce Certified Development Lifecycle and Deployment Architect
Salesforce
Salesforce Certified Force.com Developer
Salesforce
Salesforce Certified Identity and Access Management Architect
Salesforce
Salesforce Certified Integration Architect
Salesforce
Salesforce Certified Marketing Cloud Administrator
Salesforce
Salesforce Certified Marketing Cloud Consultant
Salesforce
Salesforce Certified Marketing Cloud Developer
Salesforce
Salesforce Certified Marketing Cloud Email Specialist
Salesforce
Salesforce Certified Platform App Builder
Salesforce
Salesforce Certified Platform Developer I
Salesforce
Salesforce Certified Platform Developer II
Salesforce
Salesforce Certified Sales Cloud Consultant
Salesforce
Salesforce Certified Service Cloud Consultant
Salesforce
Salesforce Certified Sharing and Visibility Architect
Salesforce
Salesforce Certified System Architect
Salesforce
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