Hello! I’m Anil

Table Of Contents
  1. Professional Summary
  2. Certification & Recognition
  3. What I do
  4. What I've done
  5. What i want to do next

Professional Summary

My experience spans over 15 years in both business and technical aspects of Digital Analytics, Customer Data Platforms, and Personalization, with a strong focus on Adobe Experience Cloud and Adobe Experience Platform products.

I specialize in designing, capturing, managing, and analyzing customer data from various sources to create a unique view of customers. This enables organizations to drive continuous innovation, enhance personalization, and optimize business outcomes through effective Customer Data Platform (CDP) strategies.

My expertise extends to implementing AdTech solutions that facilitate targeted marketing and improve customer engagement, ensuring that businesses can deliver relevant and personalized experiences across all channels.

Additionally, I have a passion for developing microservices and products & Tools that support Business As Usual (BAU) and operational teams, specifically around Adobe Experience Cloud and Experience Platform technologies.

Certification & Recognition

What I do

Data Engineer & Architect – Marketing Technology

  • Event-Driven Data Layer (EDDL): Design, document, and implement an event-driven data layer to capture and structure data for marketing purposes.
  • Adobe Launch/Tags: Architect and configure Adobe Launch to manage and deploy marketing tags across digital properties.
  • Adobe Analytics: Design and implement solutions for both legacy Adobe Analytics and the new Web SDK, ensuring accurate data collection and reporting.
  • Adobe Target: Integrate Adobe Target for personalization and testing, ensuring seamless data flow and insights.
  • Adobe Audience Manager: Architect and configure Adobe Audience Manager to build and manage audience segments for targeted marketing campaigns.
  • Adobe Event Forwarding: Implement Adobe Event Forwarding (server side tag Manager) to route data to Non Adobe downstream systems (Marketing Vendors, Personalisation, Cloud Storage) for further activation, reporting & analysis.
  • Adobe App Builder: Design and develop headless and headful applications using Adobe App Builder to extend the functionality of Adobe Experience Cloud Products.
  • Marketing Tags: Design, document, and implement marketing tags for various tools and platforms, ensuring data quality and consistency.
  • Consent Management Tools: Implement consent management tools to ensure compliance with data privacy regulations and user preferences.
  • Personalization & Testing Tools: Integrate and configure personalization and testing tools to optimize customer experiences and measure the effectiveness of marketing campaigns.

Data Engineer & Architect – Adobe Experience Platform

    • Collaboration: Work closely with data engineers and other stakeholders to ensure alignment on data architecture and integration strategies.
    • Technical Requirements Gathering: Collaborate with business and technology representatives to gather functional and technical requirements for projects.
    • Data Modeling: Design and implement data models to structure incoming data into schemas using the Experience Data Model (XDM).
    • Data Management: Oversee data governance, including the creation and management of datasets, identities, and merge policies.
    • Data Ingestion: Manage data ingestion processes using batch and streaming methods to ensure timely and accurate data availability.
    • Data Sources Configuration: Configure and optimize various data sources for seamless integration with the Adobe Experience Platform.
    • Data Activation Configuration: Set up and manage data activation processes to enable real-time engagement and personalized marketing efforts.
    • Real-Time Customer Profiles: Build and maintain real-time customer profiles to enhance personalization and customer engagement.
    • Capability Building: Facilitate training and enablement sessions to enhance team and client understanding of Adobe Experience Platform capabilities.

What I’ve done

Publicis Groupe ANZ ( Razorfish) – (Sept 2023 – Current)

Head of solutions consulting – Marketing Technology: My role is responsible for ensuring that clients successfully navigate the evolving landscape of marketing technology, ultimately driving business growth and enhancing customer experiences through Adobe’s MarTech Products

Responsibilities 

  • Client Engagement: Work closely with clients to understand their marketing needs and challenges, offering tailored solutions that leverage Adobe’s suite of marketing technologies.
  • Solution Design: Lead the design and development of customized solutions that align with client objectives, ensuring that Adobe’s MarTech products are effectively integrated into their marketing strategies.
  • Capability Building: Facilitate training and enablement sessions for clients to enhance their understanding and proficiency with Adobe’s tools, empowering them to maximize the value of their investments.
  • Business As Usual (BAU) Handover: Manage the transition of projects from implementation to ongoing operations, ensuring a seamless handover and continued support for clients as they adopt and utilize the solutions.
  • Strategic Development: Develop and execute strategies to demonstrate the value of Adobe’s MarTech products, showcasing how they can optimize marketing efforts and improve customer engagement.

Accent Group Limited (2019 – 2023)

As a Hands-on Marketing Technology Architect, my role involved leading implementation of Adobe Launch, Adobe Analytics & Adobe Target to begin with, followed by working on Adobe Experience platform – Real-Time CDP for audience segmentation and data activation across various marketing destinations

Responsibilities 

  • Ensure digital and data analytics programs are envisioned, designed, developed, and implemented across the enterprise to meet business needs
  • Design, Implement and support Digital Analytics, Marketing Tech & Customer Data Platform products across organisation
  • Lead Implementation of Customer Journey Analytics Platform to operationalise and facilitate reporting & data insights.
  • Oversee and work towards product adoption, training and enablement.

Westpac Banking Corporation (2012 – 2019)

Collaborate with Westpac brand marketing and marketing operations to understand business needs and to prioritise solutions that meet the company’s goals and business objectives. 

Responsibilities 

  • Work to gather and understand business requirements  which translate into customized technical specifications  for platform capabilities enhancements. 
  • Work with other marketing service teams to understand  specifications around data and ensure data is available  for all solutions.
  • Building and fostering relationships with many stakeholders  (IT, Operations, Security, and partner agencies) to ensure  success of programs. 
  • Lead the ongoing development and implementation of  marketing business platform capabilities (Adobe DTM,  Launch, Adobe Audience Manager, Adobe Analytics,  Adobe Target) that support the business. 
  • Instrument business solutions integrating multiple  products and data sources with consideration to business  needs, use cases, strategy and multi brand marketing  goals.
  • Work with technical leads to design solutions that  optimally utilize Adobe tools across various web and  mobile properties.
  • Continuously review key aspects of multi-solution  design, build and deploy processes to ensure  “operational excellence”.
  • Serve as an expert in the use of Adobe marketing cloud products and the methods by which they can be used to  effectively optimize digital business.

Other (2006 – 2012)

Summary of experience of roles from 2006 to 2012 at various organisation. ( AOL, GE Money, IBM & Tata Consultancy Services)

  • Pre sales consultant – Digital Analytics
  • Data Analyst – Reporting, Dashboards & Insights
  • Data Analytics Consultant – Implementation & Testing

What i want to do next

Apply my skills to accelerate data value, work on challenging projects which help me learn and develop my core skill set. I have keen interest to create data products and microservices around digital analytics and customer data platform practice!