Praveen is available for hire
Hire PraveenPraveen Kumar
Verified Expert in Engineering
Salesforce Marketing Cloud Developer
New York, NY, United States
Toptal member since January 12, 2023
Bio
Praveen is a highly experienced cross-channel Salesforce consultant with over 11 years of expertise in Salesforce Marketing Cloud and Sales Cloud and has more than three years as a technical architect. He possesses in-depth knowledge across multiple channels, including email, SMS, Journey Builder, and automation. Praveen also has strong integration experience with Sales Cloud, APEX, LWC, SOQL, SSJS, AMP Script, Snowflake, and HubSpot.
Portfolio
ID.me
HTML5, CSS5, Content blocks, Email Template Design, Responsive Email Templates...
Volvo Car USA - Digital Product Engineering
Salesforce Marketing Cloud, CloudPages, Customer Journeys, Journey Mapping...
T-Systems International
AMPscript, HTML5, Server-side JavaScript, Salesforce SOAP API, SQL, CSS5...
Experience
- SQL - 11 years
- AMPscript - 11 years
- Mobile Connect - 11 years
- HTML5 - 11 years
- APIs - 11 years
- Automation Studio - 11 years
- Server-side JavaScript - 11 years
- Salesforce Journey Builder - 11 years
Availability
Full-time
Preferred Environment
Salesforce Marketing Cloud, Server-side JavaScript, AMPscript, REST APIs, SOAP APIs, SQL, Apex, Lightning Web Components (LWC), SOQL, Salesforce Sales Cloud
The most amazing...
...thing I've built from scratch is an SFMC: SAP setup, IP warmups, duplicate-free data, AMPscript/SSJS, multi-org integration, and REST/SOAP APIs.
Work Experience
Data Engineer | Email Developer
2024 - 2024
ID.me
- Streamlined the Salesforce.com platform by utilizing complex Apex programming to reduce workflow process time by 35%.
- Implemented Visualforce Pages and Lightning components, improving user interface and user experience for over 5000 users.
- Designed and developed Salesforce Sales Cloud solutions using SOQL, significantly increasing sales by 25%.
- Used Automation Studio for file drop automation to import data into data extensions via an import activity. Wrote SQL logic to eliminate duplicates and sent emails to refine data through Journey Builder in SFMC.
- Used Data Views to track email sends, bounces, unsubscribes, clicks, and opens in SFMC to evaluate journey performance and analyze how each campaign is performing.
Technologies: HTML5, CSS5, Content blocks, Email Template Design, Responsive Email Templates, Customer Relationship Management (CRM), REST APIs, CRM Implementation (Salesforce), SQL, CloudPages, User Authentication, Web Development, Apex, Lightning Web Components (LWC), Slaesforce.com, Salesforce.com Administration, Field Service Lightning
Salesforce Marketing Cloud Developer
2023 - 2024
Volvo Car USA - Digital Product Engineering
- Created a custom Snowflake Journey Builder entry source, where Snowflake API triggers the SFMC Journey Builder endpoint to update data in a data extension and send emails.
- Implemented a custom preference center using AMPscript, prepopulating values based on customer preferences (true or false), and triggered a confirmation email through a triggered send definition once the custom preference page is submitted.
- Used SSJS to initiate the next automation, employed the SSJS HTTPGet function to parse JSON and XML data, updated the data in a data extension, and displayed values in emails through AMPscript when sending emails from SFMC.
- Used Automation Studio to monitor active journeys and evaluate their performance by writing SQL logic using Data Views in SFMC.
- Tracked email performance, including clicks, opens, and bounces using Data Views.
- Increased customer satisfaction by 30% by deploying Salesforce Sales Cloud using SOQL and JavaScript.
- Enhanced data quality and reduced duplication by utilizing Salesforce Sales Cloud and custom-built SOQL queries.
- Developed Force.com applications using Apex code and Visualforce Pages, resulting in a significant operational efficiency increase.
Technologies: Salesforce Marketing Cloud, CloudPages, Customer Journeys, 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
SFMC Technical Lead/ Architect
2021 - 2022
T-Systems International
- Handled SFMC data operations and cross-channel digital marketing campaigns, including email and SMS.
- Scoped and drove the creation of digital solutions, as well as email campaigns, email reporting, and data integration.
- Built multiple custom solutions using Automation Studio.
- Created a one-to-one customer-centric Journey Builder interaction and integrated it with Sales Cloud to track, report, and manage the customer lifecycle.
- Used HTML, CSS, AMPscript, SSJS, and other technologies to build customized solutions that support critical business functions.
- Utilized SOAP and REST API to invoke triggered sends and update subscriber attributes on all subscriber lists.
- Implemented campaigns and cross-channel tracking; involved in setting up or creating organization-wide admin options and user interface.
- Tracked metrics, including sends, clicks through rates, and other measures using ExactTarget, Google Analytics, and Excel.
- Managed email and mobile marketing development, deployment, and reporting. Developed various automated retention solutions and lifecycle campaigns based on behavioral segmentation data.
- Documented technical implementations and knowledge to educate newly hired employees. Involved in client meetings to gather requirements.
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
Senior Solution Specialist
2018 - 2021
UST Global
- Carried out day-to-day duties accurately and efficiently.
- Drove operational improvements which resulted in savings and improved profit margins.
- Participated in IP warming and ensured a good domain reputation during the migration process.
- Handled technical coordination, including email QA in HTML, writing SQL queries and AMPscript logic, and leveraging assets to build and deploy email campaigns.
- Assisted the software development team in creating and testing innovative API integrations with different systems.
- Managed email and mobile marketing development, deployment, and reporting. Also developed various automated retention solutions and lifecycle campaigns based on behavioral segmentation data.
- Tracked campaign metrics, including sends, clicks through rates, and other measures using both ExactTarget and Google Analytics along with excel.
- Involved in setting up or creating admin options, user groups, organization-wide user access defaults, role hierarchy, and workflow rules.
- Learned new technologies rapidly and successfully applied them to projects.
- Collaborated closely with business users for requirements gathering and business analysis.
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)
Senior Marketing Cloud Technical Consultant
2017 - 2018
Gale
- Configured, tested, and published landing page and delivery templates.
- Configured email URL tracking parameters in instance for brand configuration.
- Worked on export workflows—generating reports of campaign clicks, opens, and delivery status—from tracking, exclusion, and delivery logs and tables in Adobe Campaign.
- Created import workflows to load Kohl's data from flat files placed in SFTP into AS custom resources.
- Assigned Social Studio Automate roles and permissions to accomplish various tasks, such as adding or editing data sources, rules, rule actions, and rule conditions.
- Processed, augmented, sorted, and directed incoming social media content for proper follow-up.
- Worked on Marketing Cloud Social Studio to monitor social accounts, competitors, and other social data.
- Used HTML, CSS, AMPscript, SSJS, and other technologies to build customized solutions that support critical business functions.
- Set up the SFTP with encryption and decryption keys.
- Handled tracking, data filters, and data extensions in Salesforce Marketing Cloud.
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
Senior Software Engineer
2014 - 2017
Theorem
- Identified and mitigated risks proactively for customer success by adding new products and services, strategy and planning, and escalation.
- Applied the Agile methodology in tracking issues and fixing bugs promptly. Had a deep understanding of factors that drive customer success for Salesforce (or similar) implementations and how they directly contribute to long-term customer retention.
- Mitigated and managed critical escalations and at-risk accounts proactively; communicated effectively and appropriately with internal and external leaders and executives.
- Conducted technical discovery sessions directly with prospects and customers. Technical discovery is designed to uncover technical and marketing requirements to be addressed in presentations and demonstrations.
- Assisted in creating technical account configuration documentation and technical statements of work. Prepared and provided client-facing technical follow-up calls and documentation.
- Described the product functionality in a way that enables support and service providers to develop materials to support the product.
- Described the product benefits in a way that helps marketing and sales reach new and existing customers.
- Identified technical and non-functional requirements in support of UI-driven workflows and APIs.
- Responded to technical questions received via RFP and RFI in an accurate and timely fashion.
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
Experience
Banking Industry Work
WORK DONE
• Designed profiles and roles based on the organization's role hierarchy, implementing record-level and field-level security with appropriate sharing settings.
• Managed Salesforce user profiles, permission roles, and validation rules.
• Developed workflow rules with related tasks, time-triggered actions, email alerts, and field updates to enforce business logic.
• Designed and deployed custom tabs, validation rules, approval processes, and auto-responses for process automation.
• Built and customized page layouts, custom objects, tabs, and Visualforce pages to meet organizational needs.
• Applied field-level security and page layouts to control data access.
• Developed a security model using roles, field accessibility, organization-wide defaults, profiles, permission sets, and sharing settings.
• Created users, roles, public groups, and role hierarchies, defining sharing rules and record-level permissions for controlled data access.
• Configured picklists, dependent picklists, lookups, master-detail relationships, validation rules, and formula fields for custom objects.
• Built custom reports, dashboards, and report folders to support managers in data-driven decision-making.
• Designed profiles and roles based on the organization's role hierarchy, implementing record-level and field-level security with appropriate sharing settings.
• Managed Salesforce user profiles, permission roles, and validation rules.
• Developed workflow rules with related tasks, time-triggered actions, email alerts, and field updates to enforce business logic.
• Designed and deployed custom tabs, validation rules, approval processes, and auto-responses for process automation.
• Built and customized page layouts, custom objects, tabs, and Visualforce pages to meet organizational needs.
• Applied field-level security and page layouts to control data access.
• Developed a security model using roles, field accessibility, organization-wide defaults, profiles, permission sets, and sharing settings.
• Created users, roles, public groups, and role hierarchies, defining sharing rules and record-level permissions for controlled data access.
• Configured picklists, dependent picklists, lookups, master-detail relationships, validation rules, and formula fields for custom objects.
• Built custom reports, dashboards, and report folders to support managers in data-driven decision-making.
Healthcare Industry
WORK DONE
• Set up Salesforce Marketing Cloud (SFMC) from the ground up, overseeing the integration of multiple CRM systems, including Salesforce CRM, Veeva CRM, and HubSpot, as well as AWS. My role involved configuring SAP, setting up IP warmup processes, and managing user creation along with roles and permissions.
• Implemented a robust data flow from HubSpot to SFMC via FTP, utilizing Journey API and parsing JSON data to ensure seamless integration. A key focus was handling data efficiently, ensuring there were no duplicates, and maintaining data integrity across all platforms.
• Customized Salesforce Marketing Cloud (SFMC) solutions with REST API, Amp Script, JavaScript, and SQL development, including CloudPage and email template development. Handled the web sitemap and SDK development to support capturing customer engagements in Interaction Studio or CDP. Built initial engagement campaigns, including email templates, Cloud Pages, Automation Studio, and Journey Builder development.
• Developed server-side JavaScript, enabling automation within the Marketing Cloud and building content blocks.
• Set up Salesforce Marketing Cloud (SFMC) from the ground up, overseeing the integration of multiple CRM systems, including Salesforce CRM, Veeva CRM, and HubSpot, as well as AWS. My role involved configuring SAP, setting up IP warmup processes, and managing user creation along with roles and permissions.
• Implemented a robust data flow from HubSpot to SFMC via FTP, utilizing Journey API and parsing JSON data to ensure seamless integration. A key focus was handling data efficiently, ensuring there were no duplicates, and maintaining data integrity across all platforms.
• Customized Salesforce Marketing Cloud (SFMC) solutions with REST API, Amp Script, JavaScript, and SQL development, including CloudPage and email template development. Handled the web sitemap and SDK development to support capturing customer engagements in Interaction Studio or CDP. Built initial engagement campaigns, including email templates, Cloud Pages, Automation Studio, and Journey Builder development.
• Developed server-side JavaScript, enabling automation within the Marketing Cloud and building content blocks.
Education Industry
• Designed, built, and executed marketing campaigns utilizing Salesforce Marketing Cloud.
• Configured and customized the Salesforce Marketing Cloud to meet complex business requirements, enhancing marketing automation processes.
• Developed technical solutions for personalized customer journeys, email campaigns, and automation workflows, ensuring alignment with marketing strategies.
• Salesforce Marketing Cloud administration, configuration, and development.
• Troubleshooted technical issues, identifying root causes and implementing corrective measures to improve system performance.
• Configured and customized the Salesforce Marketing Cloud to meet complex business requirements, enhancing marketing automation processes.
• Developed technical solutions for personalized customer journeys, email campaigns, and automation workflows, ensuring alignment with marketing strategies.
• Salesforce Marketing Cloud administration, configuration, and development.
• Troubleshooted technical issues, identifying root causes and implementing corrective measures to improve system performance.
Transport and Logistics
• Created user roles and assigned permissions.
• Created sender profile and delivery profile, sent classification, and managed reply mail.
• Troubleshooted data issues in SFMC and investigated until you find the root cause.
• Created an installation package and set the Sender Authentication Package.
• Managed and updated integrations and connectors.
• Created Salesforce admin-related tasks such as page setup, validation rules, and permission sets.
• Created a custom preference center using Amp Script and updated data for Salesforce CRM.
• Created sender profile and delivery profile, sent classification, and managed reply mail.
• Troubleshooted data issues in SFMC and investigated until you find the root cause.
• Created an installation package and set the Sender Authentication Package.
• Managed and updated integrations and connectors.
• Created Salesforce admin-related tasks such as page setup, validation rules, and permission sets.
• Created a custom preference center using Amp Script and updated data for Salesforce CRM.
Automotive Industry
• Configured and set up data and maintained models (data extensions, shared data extensions, contact model).
• Worked with customers and platform data (SQL, system data views, Send Log).
• Created dynamic, personalized marketing assets using various scripting languages like HTML, CSS, etc.
• Build Marketing Cloud web experiences (data forms, custom preference pages).
• Designed emails and creative templates utilizing Photoshop or similar design applications.
• Created user roles and assigned permissions.
• Created sender profile, delivery profile, send classification, and reply mail management.
• Troubleshoot data issues in SFMC and investigate until you find the root cause.
• Created installation package and setup Sender Authentication Package.
• Worked with customers and platform data (SQL, system data views, Send Log).
• Created dynamic, personalized marketing assets using various scripting languages like HTML, CSS, etc.
• Build Marketing Cloud web experiences (data forms, custom preference pages).
• Designed emails and creative templates utilizing Photoshop or similar design applications.
• Created user roles and assigned permissions.
• Created sender profile, delivery profile, send classification, and reply mail management.
• Troubleshoot data issues in SFMC and investigate until you find the root cause.
• Created installation package and setup Sender Authentication Package.
Education
2004 - 2008
Bachelor's Degree in Computer Science
Jawaharlal Nehru Technological University - Hyderabad, India
Certifications
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, jQuery, Salesforce SOAP API, SOAP APIs
Tools
Salesforce Marketing Cloud, CloudPages, Adobe Experience Manager (AEM), Field Service Lightning, Pardot, Salesforce Sales Cloud
Languages
AMPscript, SQL, HTML, JavaScript, HTML5, CSS, CSS3, Apex, SOQL
Platforms
Salesforce
Storage
Exacttarget
Paradigms
Automation
Other
Automation Studio, Server-side JavaScript, Newsletters, CRM Implementation (Salesforce), Data Reporting, User Authentication, Mobile Connect, Architecture, Customer Relationship Management (CRM), Web Development, Salesforce Journey Builder, CSS5, Journey Mapping, Content, APIs, Customer Data Platform (CDP), Email, Content blocks, Email Template Design, Responsive Email Templates, Customer Journeys, Integration, Salesforce.com Administration, Lightning Web Components (LWC), Slaesforce.com
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