Mark Halliday

• Functioned as Marketo consultant for analytics automation corporation in California that had lost their two Marketo admins due to attrition. The company was experiencing data flow issues between Marketo and Salesforce.
• Assessed the processes (over 3,500 active trigger campaigns, many nested smart lists, and other issues), proposed and implemented a new process that corrected the order of operations (trigger campaigns were chained and fired asynchronously), and refactored smart campaigns into newer campaigns to create the correct data validation, enhancement, and routing flows.
• Identified synch Apex CPU timeout issues between Marketo and Salesforce, leading to changes in Apex processing.
• Outlined Middleware platform architecture to improve performance.
• Audited and modified Marketo to Salesforce record visibility to reduce duplicates.

Marketo consultant for a large French advertising agency supporting pharmaceutical clients. The lead architect had left the agency mid-project and he was brought in to validate the new Marketo solution.

• Integrated Salesforce (Veeva) custom objects into Marketo.
• Established workspaces and partitions.
• Developed APIs (Python) to move data between Marketo and downstream systems.
• Set up skip logic form Engagement streams.

• Functioned as Marketo consultant for a Chicago-based creative agency providing support for their large technology manufacturing client.
• Designed a global campaign structure in Marketo that could be leveraged across geographies.
• Created a modular email templating system with personalization that could be leveraged by non-technical marketing teams.
• Set up velocity script-driven emails and supervised the adoption of program-managed custom fields.

• Functioned as Marketo and Salesforce admin for 100M+ growth-stage venture capital-backed tech company.
• Owned the Marketing/Sales technology stack and operations.
• Developed demand generation programs strategy (digital/print).
• Performed ROI analysis and reporting, and campaign optimization.
• Directed the marketing operations team.