Senior Manager- Salesforce Marketing Cloud Lead

EXL is a leading data analytics and digital operations company, and they are seeking a dynamic Salesforce Marketing Technical Lead to support a Marketing Organization within a Fintech Client. This role involves driving collaboration across teams to deliver integrated, Salesforce-powered solutions that create measurable business impact while ensuring alignment between advisory, technology, and operations.

Responsibilities:

• Hands-on Marketing Cloud Development
• Design, build, and deploy end-to-end marketing journeys using:
• Journey Builder (event-based & trigger-based journeys)
• Automation Studio (file-based & API-based workflows)
• Contact Builder (data modeling & relationships)
• Develop highly personalized campaigns using:
• AMPScript (dynamic content, personalization logic)
• SSJS (server-side scripting, API integrations)
• HTML/CSS for email templates & Cloud Pages
• Build and optimize:
• Triggered campaigns, drip journeys, lifecycle journeys
• Transactional communications (real-time APIs)
• Data Cloud Engineering & Activation
• Design and implement Data Cloud pipelines and data models:
• Data ingestion (APIs, batch, streaming connectors)
• Data Lake Objects (DLOs) & Data Model Objects (DMOs)
• Configure:
• Identity Resolution rules
• Unified customer profiles
• Segments and calculated insights
• Activate Data Cloud audiences into Marketing Cloud journeys and campaigns
• Integrations & API Development
• Build and manage API-led integrations between:
• Salesforce (MC, Core CRM, Data Cloud)
• External systems (CDP, AdTech, Web platforms, call centers)
• Strong experience with:
• REST/SOAP APIs
• Event-driven integrations (webhooks, streaming)
• Middleware (MuleSoft / Boomi preferred)
• Enable real-time event triggers for marketing journeys
• Agentforce & AI-driven Automation
• Implement Agentforce-powered marketing automation, including:
• AI-driven segmentation and targeting
• Next Best Action / Next Best Journey decisioning
• Automated campaign orchestration
• Integrate AI outputs into:
• Journey decision splits
• Personalization layers
• Enable continuous optimization loops using AI signals and insights
• Delivery Ownership & Technical Leadership
• Own end-to-end delivery lifecycle:
• Requirement breakdown → Design → Build → SIT/UAT → Go-Live
• Lead a team of:
• MC Developers
• Data Cloud Engineers
• Integration Specialists
• Perform:
• Code reviews (AMPScript, SSJS, SQL)
• Performance optimization
• Debugging complex journey/data issues
• Performance Optimization & Monitoring
• Monitor and optimize:
• Campaign performance (open rate, CTR, conversion)
• Journey execution performance and latency
• Data pipeline health (latency, data quality)
• Implement:
• A/B testing frameworks
• Continuous optimization strategies

Requirements:

• Experience (In Years): 9-12
• Strong expertise in: Journey Builder, Automation Studio, Contact Builder, Email Studio, Mobile Studio, Cloud Pages
• Advanced proficiency in: AMPScript (complex personalization logic), SSJS (API integrations, automation extensions), SQL (data extraction, segmentation)
• Experience with: Data ingestion, identity resolution, segmentation, Data modeling (DLO, DMO concepts), Real-time audience activation
• Strong understanding of customer data platforms (CDP concepts)
• Deep experience in: REST/SOAP APIs, JSON/XML, Event-driven architecture, Middleware (MuleSoft / Boomi)
• Ability to design scalable, low-latency integrations
• Hands-on or strong conceptual experience in: AI-driven personalization, Next Best Action / recommendation systems, Automation of workflows using AI
• Experience with: CI/CD pipelines for Salesforce (Git, Copado, Gearset, etc.), Release management and environment strategy
• Strong debugging and performance tuning experience
• Salesforce Certifications: Marketing Cloud Developer / Consultant, Data Cloud
• Exposure to Marketing Cloud Next implementations
• Real-time marketing ecosystems