SQL and data modeling
Build clear audience rules, exclusions, deduplication logic and reusable query patterns for enterprise campaigns.
Data-driven communications from audience logic through deployment.
I translate campaign requirements into data extensions, SQL segmentation, personalization logic, reusable modules, test plans, tracking and release-ready handoffs.
AMPscript and content logic
Design resilient dynamic content with defensive fallbacks, lookup logic and stakeholder-readable documentation.
Responsive HTML email
Build modular, accessible communications that account for Outlook, dark mode, mobile rendering and ESP constraints.
Tracking and analysis
Connect sends, engagement, journey behavior and campaign outcomes to the next operational or business decision.
Governance without turning every campaign into a bottleneck.
My financial-services experience sharpened how I think about approvals, source-of-truth content, testing evidence, auditability and the cost of ambiguous handoffs.
- Requirements translated into explicit acceptance criteria
- Reusable QA checks for content, logic, links and rendering
- Clear escalation paths for defects, dependencies and late changes
- Release documentation that business and technical teams can both understand
Bridge content, design, analytics, development and stakeholders.
I am comfortable owning the space between disciplines: clarifying what was requested, identifying what is missing, explaining platform tradeoffs and moving teams toward a decision.
BRIEF
Extract the real requirement
Separate intent, assumptions, dependencies and acceptance criteria.
BUILD
Engineer the communication
Connect data, content, design and code into a maintainable implementation.
PROVE
Make quality visible
Provide testing evidence, risk notes, deployment guidance and measurement logic.
IMPROVE
Leave a better system
Turn lessons into templates, automation, documentation or reusable application features.