Multi-Hub CRM and DEM Automation
System Integration and Marketing email Automation
A highly efficient digital ecosystem requires seamless communication—not just between software systems, but between the people using them. Acting as the critical bridge between hardcore backend developers, external software agencies, and non-technical corporate teams, I spearheaded the integration between a custom corporate Intranet (CRM) and the WordPress marketing infrastructure (MailPoet). My role wasn't to write the code, but to architect the logic, define the processes, and deliver a foolproof system for targeted corporate communications.
Client:
C.NEXT ecosystem
Role:
Technical Project Manager and Integration Lead
Year:
2024
• SYSTEM INTEGRATION • TECHNICAL PROJECT MANAGEMENT • CRM TO MAILPOET • DATA ARCHITECTURE • CROSS-FUNCTIONAL LEADERSHIP• SYSTEM INTEGRATION • TECHNICAL PROJECT MANAGEMENT • CRM TO MAILPOET • DATA ARCHITECTURE • CROSS-FUNCTIONAL LEADERSHIP• SYSTEM INTEGRATION • TECHNICAL PROJECT MANAGEMENT • CRM TO MAILPOET • DATA ARCHITECTURE • CROSS-FUNCTIONAL LEADERSHIP• SYSTEM INTEGRATION • TECHNICAL PROJECT MANAGEMENT • CRM TO MAILPOET • DATA ARCHITECTURE • CROSS-FUNCTIONAL LEADERSHIP
Challenge
Managing a complex database of 13,000+ contacts across 30 dynamic lists for C.NEXT's ecosystem hubs. The core technical and organizational hurdle was bridging the gap between the IT developers managing the CRM endpoints and the marketing team, ensuring data synchronized perfectly into WordPress without causing server bloat or requiring constant IT intervention.
Objective
Architect a fully automated, dummy-proof data flow. I was tasked with defining the business logic and categorization rules (company size, stakeholder type, specific interests) to ensure that whenever a non-technical colleague inputted a contact into the Intranet, it automatically populated the correct targeted list in MailPoet for immediate use.
Results
Successfully deployed a unified marketing automation pipeline. The system now autonomously segments 13,000+ contacts based on complex business logic, empowering the marketing team to independently create ad-hoc segments and execute highly targeted DEM campaigns with zero technical friction or IT dependency.
