Summary
Overview
Work History
Education
Skills
Professional Highlights
Timeline
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Don Aholu

Ottawa,Canada

Summary

Over 10 years of experience driving digital transformation as a Business Analyst across Salesforce CRM, marketing automation platforms, and enterprise data ecosystems. Delivered full lifecycle projects for clients such as Nasdaq, Hitachi Vantara, Americas Auto Auction, Onespan, and Pure Storage, leading discovery workshops, defining AS-IS/TO-BE states, and supporting UAT and training. Expert in translating business requirements into technical solutions across Salesforce, Snowflake, Tableau, Oracle, Workday, and marketing platforms like Marketo and AJO. Adept at creating user stories, facilitating sprint planning, and managing cross-functional collaboration between product owners, engineers, and executives. Strong analytical background with hands-on experience in predictive modeling, data science, and dashboarding using SQL, R, Python, Power BI, and Tableau.

Overview

9
9
years of professional experience

Work History

Lead Business Analyst

GNW Consulting
09.2022 - Current
  • Company Overview: Adobe Silver Solution Partner
  • Collaborated with clients in finance, automotive, and software sectors on complex Salesforce and Adobe Experience Cloud implementations.
  • Delivered integrated marketing analytics and CRM workflows across large enterprise systems.
  • Led cross-functional workshops with finance, marketing, and IT teams to gather detailed business requirements for a global Salesforce-Marketo-Snowflake integration.
  • Developed AS-IS and TO-BE business process flows in Lucidchart and created a gap analysis report that guided solution design.
  • Supported implementation of marketing attribution in Adobe Marketo Measure and built financial performance dashboards using Snowflake + Tableau.
  • Acted as primary BA on a transformation initiative involving Salesforce, Adobe Journey Optimizer (AJO), and RT-CDP.
  • Designed lead management architecture, business logic for journey personalization, and rules for real-time routing.
  • Produced field mapping documentation for multiple integrations and established reporting governance standards.
  • Re-engineered the company’s lead lifecycle model and Salesforce campaign object usage, delivering measurable improvement in MQL to SQL conversion tracking.
  • Created business requirement documentation for AEP/Marketo integrations and facilitated QA and UAT execution across marketing and IT teams.
  • Led training sessions on new Salesforce dashboards and provided post-deployment support and process enhancement roadmaps.
  • Adobe Silver Solution Partner

Senior Business Analyst

Qualified Digital
09.2020 - 09.2022
  • Worked as a Salesforce-focused BA on a portfolio of enterprise digital transformation projects.
  • Partnered with stakeholders to improve platform adoption, streamline CRM processes, and centralize marketing intelligence.
  • Delivered full implementation of Adobe Experience Cloud (AJO, RT-CDP, Marketo Engage, and Marketo Measure) integrated with Salesforce.
  • Translated marketing and sales stakeholder goals into detailed user stories and process specifications.
  • Managed the creation of end-to-end customer journey reporting in Tableau, including lead velocity, attribution insights, and sales conversion KPIs.
  • Led requirement gathering for integration of Salesforce, Marketo, and Redpoint CDP.
  • Built TO-BE journey automation flows and mapped out CRM object relationships to ensure consistent data capture and campaign eligibility logic.
  • Defined test cases and led UAT coordination with marketing ops and digital strategy teams.

Senior Consultant

Revenue Pulse
03.2017 - 09.2020
  • Provided Salesforce and marketing analytics consulting for B2B clients in tech, healthcare, and finance.
  • Played a key role in CRM enhancements, data audits, and reporting strategy.
  • Conducted a comprehensive audit of Salesforce campaign performance reporting and implemented lead scoring optimization logic in coordination with Marketo.
  • Facilitated multi-stakeholder requirement sessions and aligned lead-to-revenue KPIs across departments.
  • Mapped Salesforce and Marketo data flows across a multi-brand environment.
  • Standardized campaign taxonomy, data normalization, and field usage for consistent attribution.
  • Designed and implemented custom Salesforce reports and dashboards to provide visibility into lifecycle metrics and marketing ROI.
  • Created a library of reusable reporting templates and user training guides, increasing self-serve analytics adoption by 60%.

Marketing Technology Manager

Combyne Ag / Farmlead
03.2016 - 03.2017
  • Owned the strategy and technical delivery of Salesforce and Marketo from implementation through optimization, ensuring integration, performance, and analytics alignment.
  • Led from-scratch deployment of Salesforce and Marketo, including field mapping, automation workflows, object schema design, and API syncs.
  • Developed Power BI dashboards tracking revenue by channel, conversion rates, and customer behavior segmentation.
  • Built churn prediction and lead scoring models in R and Python, leading to a 25% improvement in retention and 30% boost in MQL-to-SQL conversion.
  • Managed internal training sessions and created documentation to support ongoing admin and marketing team usage.

Education

MBA - Business Analytics & Change Management

Carleton University

B.A. - Economics & Political Science

University of Ottawa

Skills

  • Salesforce Business Process Optimization
  • Reporting & Data Integration
  • Snowflake
  • Tableau
  • Oracle
  • Workday
  • AS-IS / TO-BE Process Mapping
  • Lucidchart
  • Visio
  • Requirements Gathering
  • Documentation
  • User Stories
  • Acceptance Criteria
  • System Integration
  • Data Mapping
  • Agile Delivery
  • Sprint Planning
  • Stakeholder Demos
  • Predictive Modeling
  • Analytics
  • SQL
  • R
  • Python
  • UAT Coordination
  • End-User Training

Professional Highlights

  • Over 10 years of experience driving digital transformation as a Business Analyst across Salesforce CRM, marketing automation platforms, and enterprise data ecosystems.
  • Delivered full lifecycle projects for clients such as Nasdaq, Hitachi Vantara, Americas Auto Auction, Onespan, and Pure Storage, leading discovery workshops, defining AS-IS/TO-BE states, and supporting UAT and training.
  • Expert in translating business requirements into technical solutions across Salesforce, Snowflake, Tableau, Oracle, Workday, and marketing platforms like Marketo and AJO.
  • Adept at creating user stories, facilitating sprint planning, and managing cross-functional collaboration between product owners, engineers, and executives.
  • Strong analytical background with hands-on experience in predictive modeling, data science, and dashboarding using SQL, R, Python, Power BI, and Tableau.

Timeline

Lead Business Analyst

GNW Consulting
09.2022 - Current

Senior Business Analyst

Qualified Digital
09.2020 - 09.2022

Senior Consultant

Revenue Pulse
03.2017 - 09.2020

Marketing Technology Manager

Combyne Ag / Farmlead
03.2016 - 03.2017

MBA - Business Analytics & Change Management

Carleton University

B.A. - Economics & Political Science

University of Ottawa

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Don Aholu