Director of Marketing Strategy & Operations | Martech Leader | Speaker

Author and speaker. Co-host of the Humans of Martech Podcast.

Subscribe to the Marketing Operations Leader newsletter for MOPs strategies and insights every week: https://darrellalfonso.substack.com/

Highlights: 
- Ranked as one of the Top Marketers in the US by Propolis 2022
- Named one of the "Top Martech Marketers to Follow" 2020 by Martech Alliance 
- Keynote speaker for Martech Conference and Get Stacked B2B Marketing Conference 2021
- Awarded Fearless Marketer 2018 
- Marketo Champion 2018 and 2019 
- VP of Communications American Marketing Association - 2017-2019
- Marketo User Group Leader 2017-2019
- Leading Program Manager for Connect@Amazon (35,000 member Amazon organization)
- Frequent Martech Speaker and Author 
- Marketo and Salesforce Certified 

Posts are my own and do not reflect the views of my current or former employers.

Darrell Alfonso

MERGE

Worked for MERGE as a consultant through 3rd party company Ballast Lane Applications LLC. My billing was at USD 85/hour invoiced to Ballast Lane, basis the no. of hours worked for MERGE in a month.

My role involved campaign management and data strategy in Salesforce Marketing Cloud - not architectural development. This included planning journeys, campaign briefs, reporting, and optimization.

✅ Led the design and deployment of omnichannel customer journeys generating ~$5.4M in projected annual revenue and a 189% uplift in AOV

✅ Acted as the Subject Matter Expert for SFMC campaign strategy, data modeling, and execution governance

✅ Conducted multi-source data analysis (web, sales, call center) to personalize lifecycle messaging and define journey triggers

✅ Developed strategic campaign briefs, oversaw UTM tracking frameworks, and managed monthly performance reporting

✅ Supported business development through campaign roadmaps, RFIs, and stakeholder workshops

Campaign Management Lead - Marketing Cloud (Actual title: Marketing Cloud Architect & Strategist)

Publicis Global Delivery India- Publicis Groupe

This was a lateral transfer from 'Publicis Sapient' to 'PGD' during my work tenure within Publicis Groupe.

Manager Agile Program Management

Publicis Sapient

✅ Established and scaled the Marketing Operations Center of Excellence supporting global clients with end-to-end campaign delivery

✅ Managed large-scale campaigns across Salesforce Marketing Cloud and internal Martech platforms including QA, segmentation, and analytics

✅ Directed cross-functional teams through Agile delivery methodologies (JIRA) and automation frameworks

✅ Partnered with global client teams to align messaging strategy with business KPIs and customer journey mapping

✅ In his role at Publicis Sapient, Arjun has played an integral part in setting up of Marketing Operations (MOPS) Global Capability Center, scaling it into an end-to-end Campaign Management service line across Email, SMS, Cloud Landing Pages and Reporting/Analytics across campaigns for their prestigious clients. In this, MOPS team performs Email creatives’ design (via Photoshop, Invision etc.), Campaign setup, Build & Broadcast on leading email tools (via Salesforce Marketing Cloud, Adobe Campaign etc.), perform Campaign Reporting/Analytics (via Salesforce Analytics Builder, Google Analytics) and suggest measures to improve KPIs and achieving benchmarks. The process starts right from creating Email PSDs (basis client inputs), taking requisite approvals, building campaigns on leading digital marketing tools, setting up target-audience basis campaign-requirements, doing Live-blast and then reporting achieved metrics.

✅ Arjun’s responsibilities include entire campaign management cycle and client servicing by working with capabilities (Design, HTML, QA & Reporting) and ensuring Project Delivery, Reporting/Analytics on E-marketing programs' success & make recommendations on improvement, entire project management through JIRA, effort estimation for email's development and QA.

✅ Setup New Engagements from scratch, Reviewing SOW, Responding to RFP's, Recruitment & Mentor-ship.

✅ Partnered with PS on-shore agencies Digitas NA/SG, Razorfish, Sapient NA, Epsilon and Hawkeye

Manager, Interactive Program Management

In my role as a Campaign Manager at Publicis Sapient in Gurgaon, India, I worked on-site through a contracting company Experis IT. I successfully managed campaigns, improved processes, and ensured client satisfaction, leading to a quick conversion to a full-time position within 8 months.

Campaign Manager

Freelancer

✅ Delivered integrated marketing strategies and full-funnel digital campaign execution across Email, Web, and Social for clients in India, Europe, USA, and Australia

✅ Aligned campaign messaging with client objectives, enhancing digital conversion and retention

Metro Cash & Carry India Private Limited

✅ Led end-to-end digital marketing programs including email campaigns, web analytics, and content strategy

✅ Introduced CMS-based website optimization (Sitecore) and mobile UX improvements

✅ Achieved campaign ROI benchmarks through targeted messaging and analytics-based optimization

Assistant Manager - Digital Marketing

Ebizon NetInfo Pvt. Ltd.

✅ Managed campaign execution and lead generation via AWeber, MailChimp, and OptimizePress

✅ Oversaw content curation, SEO optimization, and social media outreach strategies

Internet Marketer

IndiaITWizards

✅ Developed and pitched customized marketing solutions aligned with client business objectives

✅ Drove pipeline growth through strategic partnerships and needs-based solution design

Senior BDE

Bharat Forge Ltd

Project: Assessing & increasing the productivity of Heavy Forge Division (HFD) shop floor

Project details:
» Detailed study and analysis of all the processes at the shop floor of HFD
» Improvement of the press utilization & proper management of Work-in-Process (WIP)
» Minimization of the time involved in each of the shop floor processes.
» Assessing the productivity at the shop floor of HFD and assist the HFD personnel to improve it

Summer Internship Program

🎯 Marketing Operations | ⚙️ Campaign Strategy | 🌍 Digital Transformation

I am a results-oriented Marketing Operations and Campaign Management professional with over 16+ years of global experience in orchestrating high-impact, data-driven marketing programs. Specializing in Salesforce Marketing Cloud and omnichannel campaign execution, I have consistently delivered measurable business outcomes across sectors including Retail/Wholesale, Healthcare, CPG, and Energy.

My expertise spans the full spectrum of marketing execution - from strategic planning and journey design to cross-channel deployment, personalization, and analytics. I have led the setup and scale of Marketing Operations (MOPs) units from the ground up, developing agile, end-to-end delivery models that support global marketing initiatives.

I collaborate closely with senior stakeholders and cross-functional teams across geographies to deliver targeted lifecycle campaigns, improve marketing ROI, and enhance customer engagement. Recognized for both strategic vision and operational rigor, I bring a leadership style grounded in accountability, mentorship, and continuous optimization.

📩 arjun.kanpur@gmail.com | 🌐 www.linkedin.com/in/arjunmohan1983

🏆 Awards: “Top Marketing Operations Voice”, “Studio Champion”, “Rajdhani Express”

➡️ Motto: Build systems that scale, strategies that perform, and teams that lead.

🎓 Certifications:
- HubSpot Academy: Email Marketing & Digital Marketing Specialist
- Google Coursera: Certified Email Marketing Specialist
- Litmus: Foundations Certification

🧠 Core Competencies:
- Marketing Operations | Campaign Management | Project Management | Client Servicing

🛠️ Technical Proficiencies:
- Salesforce Marketing Cloud | Litmus Analytics | Movable Ink | Google Analytics

🔄 Current Role: In transition

🚫 Not open to Technical Architect/Developer roles.

📬 Let’s Connect: Feel free to reach out at arjun.kanpur@gmail.com for collaborations and opportunities.

taplio

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