Overview

I led the modernization of the email operations supporting 15+ federal SaaS purchasing systems. This included managing 500+ annual campaigns, redesigning workflows, implementing automation, and guiding the migration from Eloqua to Salesforce Marketing Cloud.

My work enabled federal buyers to complete compliance training, understand regulatory updates, and access procurement platforms efficiently and reliably.

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Email Marketing Program Case Study Title Slide with Teal graphics and Email icons
Email Marketing Program Case Study Overview Slide with Graphics and text: I led the modernization of email marketing operations supporting 15+ business units, including federal SaaS purchasing systems. This included managing the production and launch
Email Marketing Program Challenge Slide with graphics and three small circular photos of digital dollar signs, Gantt charts, and a cyber security lock to the right side of the slide. Text: FAS oversees 32 million+ products, $79B+ in annual purchases,
Email Marketing Program Role Description Slide with graphics and 4 cards detailing duties. Cards are headed with the following: Project Management; Product Owner; Stakeholder & Client Management; Quality, Governance & Compliance. Text at the top of t
Email Marketing Program Framework Slide with graphics circular arrow path depicting the Email Marketing Campaign Lifecycle in 5 separate color arrows starting with Plan Sprint; Design Tasks; Build Work; Test Quality; and finishing with Deliver Value.
Email Marketing Program Impact and Demonstrated Skills Slide with graphics photo of people in a meeting reviewing charts and using a calculator. The text is : Impact: 50% reduction in manual operational effort through automated workflows 500+ campaig

Case Study

Enterprise Email Marketing Program

Role: Program Manager, Email Marketing Operations

Team: 5 contractors + cross-functional partners (Product, CRM, Dev, Marketing, Legal)

Organization: GSA Federal Acquisition Services Email Marketing Program operations supporting all federal agencies’ employee certification across government purchasing vehicles.

Overview

Led the modernization of a high-volume enterprise email marketing program supporting 15 federal business units. Oversaw asset production, lifecycle campaigns, CRM platform transition, and analytics; increasing operational efficiency, program governance, and campaign performance while delivering a seamless migration from Eloqua to Salesforce Marketing Cloud.

My Leadership Role

  • Directed a team of 5 responsible for asset creation, QA, compliance, and deployment.

  • Served as Product Owner for the CRM modernization effort and the full migration to Salesforce Marketing Cloud.

  • Functioned as the tier-one operations lead, resolving deployment failures, registration issues, and automation breakdowns.

  • Acted as the go-to expert consulted for requirements, platform governance, and email program operations.

Operational Transformation

Program & Workflow Redesign

  • Built a structured request intake process, standardized review gates, and created a unified production queue for 50–80 concurrent projects.

  • Introduced daily standups, sprint-style workstreams, and transparent project tracking dashboards.

  • Reduced production lead time by simplifying workflows, clarifying task dependencies, and optimizing content approval paths.

  • Authored comprehensive user guidance documentation to accelerate onboarding and maintain consistency.

Governance & Compliance

  • Established email marketing standards for transactional vs. promotional content.

  • Defined preference center governance, user permissions governance, and program-wide anti-fatigue logic.

  • Created compliant templates for newsletters, landing pages, and automated journeys.

Technology & Data Modernization

Salesforce Marketing Cloud Implementation

  • Orchestrated a full transition from Eloqua → SFMC with zero service interruption and record-high email sends.

  • Built automated SQL scripts for Data Extension updates, audience segmentation, and suppression logic.

  • Established reusable templates: automated journeys, event workflows, newsletters, landing pages, and BAU emails.

Automation & Lifecycle Programs

  • Launched evergreen nurture programs, drip sequences, and re-engagement journeys.

  • Created a 5-email event registration sequence generating 30%+ conversion, with flagship campaigns at 55%+.

  • Automated asset creation and reduced manual data entry; cleaned and revalidated audience lists.

Analytics & GTM Partnership

  • Delivered post-campaign analytics for all business units, highlighting trends, impact, and recommendations.

  • Consulted on GTM strategy adjustments, advising on messaging, segmentation, journey sequencing, and targeting.

  • Identified performance gaps and aligned marketing execution to business goals.

Results

  • 40%+ open rates (well above federal and B2B benchmarks)

  • <2% unsubscribe rate due to anti-fatigue and targeting logic

  • 30–55% conversion across automated event workflows

  • Record volume of sends during platform transition

  • Operational workflow standardized across 15 business units

Summary

Transformed a fragmented, manual email program into a scalable, automated, data-driven marketing operation—while managing a CRM platform transition and elevating the strategic value of email as a core GTM function for federal certification programs.


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Automation & Platform Migration