Abinaya R
Toronto,ON
Summary
Results-driven Marketing Automation Specialist with 8+ years of experience optimizing email marketing systems, demand generation programs, and lifecycle campaigns. Expertise in Marketo, Salesforce, and Adobe Campaign, with a strong background in segmentation, personalization, reporting, and campaign automation. Proven ability to collaborate across teams to deliver data-driven marketing operations, platform management, and drive measurable business outcomes. Passionate about A/B testing, email deliverability, and optimizing marketing workflows to enhance audience engagement. Additionally, experienced in leveraging AI & ML-driven predictive analytics for lead scoring, customer segmentation, and personalized marketing automation.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Senior Platform Developer
Bounteous
01.2022 - Current
- Built and managed demand generation workflows in Marketo and Salesforce, optimizing audience segmentation and email performance
- Developed custom API integrations to automate Salesforce/Dynamics CRM data synchronization, improving data accuracy and lead quality
- Designed A/B testing frameworks to optimize email engagement, conversion rates, and messaging strategies
- Led marketing automation best practices by monitoring campaign effectiveness, identifying insights, and refining targeting strategies
- Built a custom multi-region form to comply with global privacy regulations (GDPR, CASL) and integrated Smartling for localization
- Developed an AI-powered chatbot integrated with the knowledge base, reducing program managers' reliance on the technical team for campaign-related clarifications by 35%
- Leveraged AI-driven predictive analytics for lead scoring and customer segmentation, improving campaign personalization and engagement.
Digital Developer
C.H. Robinson
01.2021 - 01.2022
- Spearheaded the bi-directional sync between Marketo and Microsoft Dynamics, improving lead tracking and campaign attribution
- Designed multi-channel nurture programs, improving lead conversion rates by leveraging behavior-based segmentation
- Developed custom, reusable email template modules using HTML, CSS and Velocity scripting, ensuring a scalable and brand-compliant email structure
- Revamped landing pages and lead generation forms to improve the Lead Scoring model, improving conversion rates and optimize user experience.
Associate Engineer
AstraZeneca
01.2017 - 01.2019
- Ensured data integrity and compliance with CCPA, GDPR, and CASL by implementing robust data hygiene practices and permission management frameworks
- Spearheaded automation of the end-to-end testing process between Adobe Campaign and AEM, eliminating reliance on manual procedures and improving efficiency
- Devised a Global Primary Key optimization strategy, leading to a 90% enhancement in production instance efficiency.
Systems Engineer
Infosys
01.2015 - 01.2016
- Designed and executed comprehensive email and social media campaigns, enhancing customer engagement and conversion rates
- Developed a custom dashboard to monitor real-time inbound and outbound marketing data across internal and external integrated systems
- Automated audience engagement tracking from marketing campaigns to external systems using APIs, improving data flow and reporting accuracy.
Education
Master of Engineering - Electrical & Computer Engineering
University of Waterloo
Waterloo, ON, Canada12-2021
Bachelor of Technology - Computer Science & Engineering
SRM University
Chennai, TN, India05.2015
Skills
- Marketing Automation: Marketo Engage, Adobe Campaign, Salesforce Marketing Cloud
- CRM Integration: Salesforce, Dynamics 365, REST/SOAP APIs, Webhooks
- Email Marketing: Personalization, Segmentation, A/B Testing, Deliverability Optimization
- Campaign Management: Multi-touch Nurture Campaigns, Lead Scoring, Attribution
- Data & Analytics: Segmentation, ETL, Data Warehousing, Performance Reporting
- Programming & Web Technologies: Python, SQL, JavaScript, HTML, CSS, Velocity Scripting, AMPScript
Certification
ACE - Adobe Certified Expert
- Marketo Engage Expert
- Adobe Campaign Standard & Classic
Timeline
Senior Platform Developer
Bounteous
01.2022 - Current
Digital Developer
C.H. Robinson
01.2021 - 01.2022
Associate Engineer
AstraZeneca
01.2017 - 01.2019
Systems Engineer
Infosys
01.2015 - 01.2016
Bachelor of Technology - Computer Science & Engineering
SRM University
ACE - Adobe Certified Expert
- Marketo Engage Expert
- Adobe Campaign Standard & Classic
Master of Engineering - Electrical & Computer Engineering
University of Waterloo
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