Rui Santiago — SFMC Consultant, Lisbon

SFMC implementation & maintenance and lifecycle delivery for retail, DTC, consumer goods, financial-services and other clients across Europe. Hands-on across the platform; lead delivery on the campaign and journey side.

Builds and configures multichannel campaigns directly in SFMC - Email Studio, Mobile Studio, Journey Builder, Automation Studio - covering Email, SMS, Push, WhatsApp and even Postal.

• Segments customers using RFM scoring, behavioural triggers, personal, product-affinity audiences and predictive models.
• Develops personalised templates with AMPscript, including dynamic blocks, language variants and product recommendations powered by Einstein and custom AI models. And many many more complex blocks
• Runs A/B tests and incrementality experiments; documents learnings in Power BI, Datorama, Adobe Reports, Tableau dashboards used by client marketing teams.
• Sets up subscriber data flows, suppression rules, consent management, GDPR-compliant preference centres and contact-deletion processes - with constant automated checks.
• Works in Agile delivery cycles (Scrum/Kanban, Jira) alongside engineers and analytics; acts as the CRM lead inside cross-functional squads.
• Introduces Data Cloud and Einstein use cases to move clients from batch-and-blast to one-to-one journeys.

Brand-side ownership of the retention and reactivation programme for a European DTC and omnichannel fashion retailer. The job that turned a consultant into an operator.

Planned and executed 300+ multichannel campaigns/year on SFMC - email, SMS, app push, WhatsApp, postal and in-store coordination - contributing to double-digit reactivation of lapsed customers and a 15% lift in loyalty engagement.

• Built RFM segmentation with the data-science team managing the dataflow into SFMC via APIs.
• Created always-on 1:1 journeys for post-purchase, churn and loyalty in Journey Builder.
• Defined the KPI framework and five standard Power BI dashboards used by marketing leadership to steer omnichannel investment, contributing to roughly 20% ROI uplift.
• Ran a continuous A/B-testing program; turned results into the team's playbook for repeatable lifts.
• Worked transversally with marketing, e-commerce, retail operations and IT to align CRM activity with the commercial calendar, inventory priorities and digital roadmap.
• Managed external agencies and platform partners, holding them accountable for quality, deadlines and KPI commitments.

Consulting at scale. Diverse industries, fast cycles, lots of client conversations, a real apprenticeship in how SFMC actually meets the boardroom.

Implemented SFMC for 30+ B2C, DTC and B2Bclients across retail, consumer goods, telco, financial services and utilities; configured Business Units, Data Extensions, journeys and triggered sends.

• Translated client briefs into segmentation logic, journey blueprints and measurement plans, then built them inside SFMC alongside platform engineers.
• Executed the Salesforce Marketing Cloud (SFMC) rollout across +10 European countries and led executive enablement sessions for regional CMOs
• Designed and delivered 200+ hours of training (Email Specialist, Admin, Journey Builder fundamentals) to ~500 marketers and directors.
• Supported clients on GDPR-aligned consent management, preference centres and subscriber lifecycle hygiene.