Praveen is available for hire
Hire PraveenPraveen Kumar
Verified Expert in Engineering
Salesforce Administrator and Developer
Malvern, PA, United States
Toptal member since January 12, 2023
Bio
Praveen is a Salesforce Marketing Cloud expert with 11+ years of experience in enterprise marketing automation, Journey Builder, integrations, and data architecture. Strong background in client communication and people management, delivering scalable, compliant, and high-impact marketing solutions.
Portfolio
Codebank Labs
Apex, Lightning, SOQL, REST/SOAP API Integrations...
Zacks Intelligence LLC
Salesforce, Salesforce Marketing Cloud, SAP, DomainKeys Identified Mail (DKIM)...
ID.me
HTML5, CSS5, Responsive Email Templates, REST APIs...
Experience
- Salesforce Marketing Cloud - 11 years
- AMPscript - 11 years
- APIs - 11 years
- SQL - 11 years
- Automation Studio - 11 years
- Server-side JavaScript - 11 years
- Salesforce Journey Builder - 11 years
- Datorama - 4 years
Work Experience
Lead SFMC Product Owner & Journey Architect
2025 - 2026
Codebank Labs
- Acted as the primary Salesforce Marketing Cloud Product Owner, collaborating with clinical and operational stakeholders to translate complex business requirements into structured lifecycle roadmaps.
- Governed multi-brand healthcare and pharmaceutical SFMC operations, ensuring 100% HIPAA and TCPA compliance across all automated client and patient communications.
- Unified investor 360 profiles by merging CRM, KYC/AML, trades, holdings, and advisor interactions into Data Cloud DMOs and data graphs.
- Designed financial datasets via DMOs/DLOs integrating accounts, trades, holdings, risk profiles, and advisor interactions for segmentation and analytics.
- Activated Data Cloud audiences into SFMC, Sales Cloud, Loyalty Cloud, and ad platforms to deliver portfolio alerts, rebalancing triggers, and advisor follow-ups.
- Built Snowflake-based RAG pipelines enriching investor profiles with trades, NAV updates, market events, and risk scores in real time.
- Built Salesforce AI Agents using Agentforce engineering prompts and multi-step reasoning integrated with Data Cloud Apex services and external APIs.
- Implemented LLM automations and RAG retrieval workflows to reduce hallucinations and deliver compliant, explainable AI outputs in financial applications.
Technologies: Apex, Lightning, SOQL, REST/SOAP API Integrations, Automated KYC & Compliance Workflow, Salesforce → Banking/Trading Platform Integration, CRM Analytics Dashboards, Data Governance (SOX, SEC, GDPR), Role Hierarchies & FLS, Marketing Cloud Data Sync, Sandbox & Deployment Management, Financial Data, Agentic AI, Data Mapping, Production Support, Enterprise Service Bus (ESB), AI Assistants, Data Lakes, Data Transformation
Senior Marketing Cloud Product Owner & Personalization Lead
2025 - 2025
Zacks Intelligence LLC
- Implemented MCP sitemaps and page-type detection using URL patterns, DOM analysis, async load monitoring, and JSON-LD extraction for precise event tracking.
- Enhanced catalog interactions by mapping SKU, price, inventory, and category attributes from DOM and data-layer sources.
- Built dynamic web experiences using MCP templates to deliver personalized banners, recommendations, and segment-driven content zones.
- Managed segmentation using behavioral signals, visit frequency, and catalog interactions to optimize cross-channel personalization.
- Directed Data 360 identity resolution, segment creation, and activation workflows across SFMC, paid media, and CMS platforms.
- Unified customer profiles across CRM, Tealium, D360, Databricks, and analytics platforms to strengthen personalization and predictive scoring.
Technologies: Salesforce, Salesforce Marketing Cloud, SAP, DomainKeys Identified Mail (DKIM), Journey Mapping, Automation Studio, SQL, Salesforce Certified Platform App Builder, Data Integration, ETL, DataTables, Data Management, API Management, Production Support, Enterprise Service Bus (ESB), AI Assistants, Data Lakes, Data Transformation
Data Engineer | Email Developer - Salesforce and Datorama
2024 - 2024
ID.me
- Developed and enhanced dynamic, personalized experiences using AMPscript, SSJS, SQL, and HTML/CSS across email, landing pages, and transactional messaging.
- Administered and optimized Salesforce Marketing Cloud environments, overseeing data extensions, subscriber management, platform hygiene, and deliverability to ensure high‑quality, compliant campaign execution.
- Designed and maintained scalable data models, writing advanced SQL for segmentation, audience creation, ETL workflows, and automated data refreshes across multiple business units.
- Created SQL‑based queries and calculated metrics to support KPI tracking, attribution, and operational insights across lifecycle and loyalty programs.
- Executed full‑cycle campaign operations—audience segmentation, QA, scheduling, sending, and monitoring—on behalf of agency clients, ensuring flawless delivery in fast‑paced environments.
- Built and optimized end‑to‑end automations in Automation Studio, including imports, triggered sends, data transformations, and multi‑step ETL pipelines.
Technologies: HTML5, CSS5, Responsive Email Templates, REST APIs, CRM Implementation (Salesforce), SQL, CloudPages, User Authentication, Web Development, AMPscript, Server-side JavaScript, Datorama, Data Cloud, Salesforce Certified Platform App Builder, API Integration, Data Integration, ETL, OAuth 2, DataTables, Data Management, API Management, Data Transformation
Senior Marketing Cloud Product Owner & Personalization Lead
2023 - 2024
Volvo Car USA - Digital Product Engineering
- Built responsive email templates and CloudPages using HTML/CSS and validated rendering using Litmus. Retrieved Data View reports using AMPscript for real-time optimization.
- Served as the Marketing Automation & Process Lead, auditing existing journey configurations to optimize delivery velocity and reduce automation defects by 25%.
- Authored comprehensive end-to-end process maps, coordinating the clean synchronization of customer segments, preferences, and campaign assets across digital channels.
- Integrated SFMC with Google Marketing Platform (Google 360/Google Ad) to activate audiences, enable remarketing, and synchronize conversion events, improving cross-channel targeting and attribution.
- Established data governance, identity matching, and automation workflows (API/FTP/cloud connectors) between SFMC, distribution platforms, and Google 360, ensuring real-time data flow and consistent campaign execution.
Technologies: Salesforce Marketing Cloud, CloudPages, Customer Journey, Journey Mapping, Automation, Server-side JavaScript, AMPscript, SQL, HTML5, CSS3, Integration, Apex, Lightning Web Components (LWC), Salesforce.com Administration, Salesforce Sales Cloud, Field Service Lightning, API Integration, Data Integration, OAuth 2, DataTables, Data Management, API Management, Enterprise Service Bus (ESB), Data Transformation, MuleSoft
SFMC Technical Lead/Architect
2021 - 2022
T-Systems International
- Led the strategic design and process mapping of multi-brand customer lifecycle journeys, structuring standard operating procedures for asset management and message triggering.
- Designed multi-step journeys using behavioral triggers, DE logic, and cross-channel orchestration for email, SMS, and push.
- Conducted A/B testing and lift analysis to optimize conversion, engagement, and retention metrics.
- Established and owned two-way SMS/texting ecosystems, integrating automated keyword responses, real-time subscriber status updates, and compliance-ready audit loops.
- Implemented stop/help/start keyword automation with real-time subscriber updates and compliance-ready audit logs.
- Identified operational gaps, data inconsistencies, and delivery issues to improve campaign reliability and compliance.
Technologies: AMPscript, HTML5, Server-side JavaScript, Salesforce SOAP API, SQL, CSS5, jQuery, Exacttarget, Salesforce, Salesforce Marketing Cloud, HTML, CSS, JavaScript, Newsletters, Email, Architecture, Customer Relationship Management (CRM), REST APIs, CRM Implementation (Salesforce), CloudPages, User Authentication, Web Development, Pardot, Adobe Experience Manager (AEM), Field Service Lightning, OAuth 2, DataTables, Data Management, API Management, Enterprise Service Bus (ESB), Data Transformation, MuleSoft
Senior Solution Specialist
2018 - 2021
UST Global
- Built scalable DE models with strong PK policies and relational mapping for high-volume campaigns.
- Implemented SQL-based deduplication and automated ingestion/extract workflows for clean, reliable datasets.
- Designed multi-step journeys with decision splits, waits, contact updates, and multi-channel orchestration.
- Built CloudPages with AMPscript/SSJS for preference centers, unsubscribe flows, and secure data capture.
- Used Einstein STO to optimize send times and improve engagement across segments.
- Managed triggered send automations and SFTP-based real-time journey launches.
Technologies: AMPscript, Automation Studio, Salesforce Journey Builder, REST APIs, Mobile Connect, jQuery, Exacttarget, Salesforce, Salesforce Marketing Cloud, HTML, CSS, JavaScript, Newsletters, Email, Architecture, Customer Relationship Management (CRM), CRM Implementation (Salesforce), CloudPages, User Authentication, Web Development, Pardot, Adobe Experience Manager (AEM), DataTables, Data Management, API Management, Data Mapping, SAP Integration, Data Transformation, MuleSoft
Senior Marketing Cloud Technical Consultant
2017 - 2018
Gale Partners
- Built responsive HTML email templates optimized for mobile and cross-client rendering.
- Designed multilingual, multi-segment dynamic content using AMPscript, SSJS, and SQL-driven models.
- Implemented full-stack QA using Litmus and Email on Acid to ensure flawless rendering.
- Built SQL-driven segmentation and multi-step automations for accurate targeting.
- Conducted A/B and multivariate tests to optimize subject lines, CTAs, and personalization.
- Managed end-to-end campaign execution from concept to deployment and performance analysis.
Technologies: AMPscript, HTML5, Automation Studio, Salesforce Journey Builder, REST APIs, Mobile Connect, jQuery, Exacttarget, Salesforce, Salesforce Marketing Cloud, HTML, CSS, JavaScript, Customer Relationship Management (CRM), CRM Implementation (Salesforce), CloudPages, User Authentication, Web Development, OAuth 2, DataTables, Data Management, API Management, Data Mapping, SAP Integration, Data Transformation, MuleSoft
Senior Software Engineer
2014 - 2017
Theorem
- Optimized SPF, DKIM, DMARC, and sender profiles to improve deliverability and reduce spoofing.
- Implemented RBAC, MFA, and permission governance to secure multi-business-unit environments.
- Measured campaign performance and platform efficiency to demonstrate ROI, using data‑driven insights to optimize targeting, personalization, and customer engagement.
- Managed MC Connect integrations with synchronized data sources and triggered sends.
- Built GA360 integrations for UTM tracking, audience analysis, and cross-channel attribution.
- Designed automations for ingestion, extraction, and triggered sends across daily and event-driven workflows.
- Managed business units, shared data models, and access governance for enterprise-scale SFMC operations.
Technologies: AMPscript, HTML5, Salesforce Journey Builder, Automation Studio, REST APIs, Mobile Connect, jQuery, Exacttarget, Salesforce, Salesforce Marketing Cloud, HTML, CSS, JavaScript, Newsletters, Email, Customer Relationship Management (CRM), CRM Implementation (Salesforce), CloudPages, User Authentication, Web Development, DataTables, Data Management, API Management, Data Mapping, SAP Integration, Data Transformation
Project History
Healthcare and Pharmaceutical Company
• Governed multi-cloud Salesforce environments (Sales, Health, MC, Data Cloud) ensuring scalable, compliant, high-performing operations.
• Implemented no-code/low-code flows, validations, approvals, and record types to reduce custom code and improve maintainability.
• Led technical debt remediation, metadata refactoring, and automation upgrades to stabilize platform performance.
• Managed enterprise access governance including onboarding/offboarding, license optimization, role hierarchy, and permission sets.
• Directed release management across multiple orgs with structured sandbox strategies, UAT cycles, deployment plans, and post-release checks.
• Built Data 360 segments, identity resolution rules, predictive attributes, and activation workflows across SFMC, Sales Cloud, and Loyalty Cloud.
• Implemented no-code/low-code flows, validations, approvals, and record types to reduce custom code and improve maintainability.
• Led technical debt remediation, metadata refactoring, and automation upgrades to stabilize platform performance.
• Managed enterprise access governance including onboarding/offboarding, license optimization, role hierarchy, and permission sets.
• Directed release management across multiple orgs with structured sandbox strategies, UAT cycles, deployment plans, and post-release checks.
• Built Data 360 segments, identity resolution rules, predictive attributes, and activation workflows across SFMC, Sales Cloud, and Loyalty Cloud.
Education Industry
• Designed multi-step journeys using behavioral triggers, DE logic, and cross-channel orchestration for email, SMS, and push.
• Conducted A/B testing and lift analysis to optimize conversion, engagement, and retention metrics.
• Built enterprise-grade SMS ecosystems with short codes, sender IDs, and automated regulatory rule enforcement.
• Implemented stop/help/start keyword automation with real-time subscriber updates and compliance-ready audit logs.
• Identified operational gaps, data inconsistencies, and delivery issues to improve campaign reliability and compliance.
• Conducted A/B testing and lift analysis to optimize conversion, engagement, and retention metrics.
• Built enterprise-grade SMS ecosystems with short codes, sender IDs, and automated regulatory rule enforcement.
• Implemented stop/help/start keyword automation with real-time subscriber updates and compliance-ready audit logs.
• Identified operational gaps, data inconsistencies, and delivery issues to improve campaign reliability and compliance.
Transport and Logistics
• Built multi-channel SFMC campaigns with distributed marketing journeys and hyper-personalized experiences.
• Developed API-driven journeys using decision splits, exit criteria, and goal tracking to improve measurable outcomes.
• Created responsive AMPscript-driven email templates with dynamic content modules for faster campaign development.
• Built dashboards analyzing open rates, CTR, conversions, unsubscribes, and attribution metrics for performance insights.
• Implemented SQL-based segmentation, deduplication, and data cleansing to maintain high-quality targeting.
• Designed relational DE models and attribute groups enabling scalable personalization across journeys.
• Developed API-driven journeys using decision splits, exit criteria, and goal tracking to improve measurable outcomes.
• Created responsive AMPscript-driven email templates with dynamic content modules for faster campaign development.
• Built dashboards analyzing open rates, CTR, conversions, unsubscribes, and attribution metrics for performance insights.
• Implemented SQL-based segmentation, deduplication, and data cleansing to maintain high-quality targeting.
• Designed relational DE models and attribute groups enabling scalable personalization across journeys.
Automotive Industry
• Built SFMC–Sales Cloud integrations using MC Connect synchronized data sources and triggered send frameworks.
• Developed SSJS-based API handlers enabling real-time CRM updates from CloudPages microsites and preference centers.
• Implemented abandoned cart and wishlist journeys using JavaScript snippets and real-time event ingestion.
• Leveraged Einstein STP to trigger real-time cart-add and wishlist notifications improving conversion rates.
• Built triggered send definitions and API-centric entry routes for transactional messaging.
• Integrated Facebook leads with SFMC and CRM to automate nurturing journeys.
• Developed SSJS-based API handlers enabling real-time CRM updates from CloudPages microsites and preference centers.
• Implemented abandoned cart and wishlist journeys using JavaScript snippets and real-time event ingestion.
• Leveraged Einstein STP to trigger real-time cart-add and wishlist notifications improving conversion rates.
• Built triggered send definitions and API-centric entry routes for transactional messaging.
• Integrated Facebook leads with SFMC and CRM to automate nurturing journeys.
Education
2004 - 2008
Bachelor's Degree in Computer Science
Jawaharlal Nehru Technological University - Hyderabad, India
Certifications
JANUARY 2025 - PRESENT
Salesforce Data Cloud Specialist
Salesforce
OCTOBER 2024 - PRESENT
Salesforce AI Associate
Salesforce
MAY 2023 - PRESENT
Salesforce Associate
Salesforce
MAY 2020 - PRESENT
Salesforce Marketing Cloud Administrator
Salesforce
NOVEMBER 2019 - PRESENT
Salesforce Marketing Cloud Developer
Salesforce
JULY 2018 - PRESENT
Salesforce Marketing Cloud Consultant
Salesforce
MAY 2018 - PRESENT
Salesforce Marketing Cloud Email Specialist
Salesforce
Skills
Libraries/APIs
REST APIs, Salesforce API, jQuery, Salesforce SOAP API, SOAP APIs
Tools
Salesforce Marketing Cloud, CloudPages, DataTables, Adobe Experience Manager (AEM), Field Service Lightning, Datorama, Pardot, Salesforce Sales Cloud
Languages
AMPscript, SQL, HTML, JavaScript, HTML5, CSS, CSS3, Apex, SOQL
Platforms
Salesforce, MuleSoft
Storage
Exacttarget, Data Integration, Data Lakes
Frameworks
OAuth 2
Paradigms
ETL, Automation
Other
Automation Studio, Server-side JavaScript, Newsletters, CRM Implementation (Salesforce), Data Reporting, User Authentication, API Integration, Migration, Data Management, API Management, Data Mapping, SAP Integration, Production Support, Enterprise Service Bus (ESB), Data Transformation, Mobile Connect, Architecture, Customer Relationship Management (CRM), Web Development, Data Cloud, Salesforce Certified Platform App Builder, Agentic AI, AI Assistants, Salesforce Journey Builder, CSS5, Journey Mapping, Content, APIs, Customer Data Platform (CDP), Email, Content Blocks, Email Template Design, Responsive Email Templates, Customer Journey, Integration, Salesforce.com Administration, Lightning Web Components (LWC), Salesforce.com, Salesforce Apex, SAP, DomainKeys Identified Mail (DKIM), Implementation, Cdata, Endpoint Management, SDKs, Algorithms, SAP Datasphere, Microsoft Dataverse, Apex, Lightning, SOQL, REST/SOAP API Integrations, Automated KYC & Compliance Workflow, Salesforce → Banking/Trading Platform Integration, CRM Analytics Dashboards, Data Governance (SOX, SEC, GDPR), Role Hierarchies & FLS, Marketing Cloud Data Sync, Sandbox & Deployment Management, Financial Data, Salesforce Data cloud, Marketing Cloud Next
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