Sreenitha E

• Led end-to-end implementation of Adobe Customer Journey Analytics (CJA), Adobe Experience Platform (AEP), enabling unified borrower, lender, and partner journey visibility across web, mobile, email, and offline servicing channels. • Designed scalable XDM schemas and dataset mappings to ingest high-volume mortgage lifecycle data (application, underwriting, approval, servicing) from Snowflake, AWS S3, and internal data warehouses into AEP for CJA analysis. • Architected identity stitching strategies leveraging ECID, hashed email, CRM ID, and loan identifiers to create consolidated cross-device borrower journey views while maintaining compliance with financial data governance standards. • Built advanced calculated metrics and derived fields in CJA to measure application-to-approval conversion rates, servicing engagement trends, delinquency risk indicators, and campaign attribution across multi-touch digital interactions. • Optimized data views, connection configurations, and data retention strategies to improve CJA query performance by 35% and reduce dashboard load times for executive reporting. • Developed executive dashboards and analyst workspaces to monitor digital mortgage funnel performance, abandonment patterns, refinance behavior, and lender engagement metrics across segments. • Partnered with data engineering teams to implement batch and streaming ingestion pipelines using Databricks and AWS Glue, ensuring data accuracy, reconciliation, and SLA adherence for near real-time reporting. • Enabled cross-channel attribution modeling within CJA to measure impact of acquisition-focused campaigns on household growth initiatives, aligning insights with corporate growth objectives. • Implemented governance frameworks for data views, metric definitions, and calculated KPI standards to ensure consistency across analytics, marketing, and compliance teams.

• Architected bi-directional integrations between Adobe Experience Platform (AEP), Salesforce, and Salesforce Data Cloud to data into a consolidated customer profile layer. • Implemented identity resolution strategies across CRM ID, email, and device identifiers using Adobe Real-Time CDP (RT-CDP) and Salesforce Data Cloud, enabling accurate cross-channel segmentation and activation. • Leveraged Customer Journey Analytics (CJA) to connect CRM lifecycle stages, marketing touchpoints, and engagement data, delivering multi-touch attribution, funnel analysis, and cohort insights for leadership. • Designed executive dashboards and KPI frameworks spanning Salesforce reporting, CJA workspaces, and cross-channel analytics to drive data-backed strategic decisions. • Integrated AEP and Tableau, to be used alongside CJA as part of the reporting processes while enabling unified analytics across systems. • Developed custom REST APIs and managed SOAP integrations to ensure secure, near real-time data synchronization between CRM, AEP, Customer Journey Analytics (CJA), and downstream activation platforms. • Built batch Apex jobs and scheduled processes to support large-scale data operations and feed behavioral and transactional datasets into AEP and Data Cloud environments. • Executed enterprise-scale data migration strategies (Data Loader, ETL pipelines, validation frameworks) for high-volume student and donor datasets, ensuring schema alignment with XDM and CDP models. • Strengthened data governance and security through role hierarchies, permission sets, sharing rules, and consent-aware data activation across Salesforce and AEP ecosystems. • Implemented CI/CD pipelines using GitHub, Jenkins, and Gearset, improving release velocity and maintaining deployment stability across CRM and Martech integrations. • Conducted structured unit testing, UAT, and peer code reviews, maintaining 75%+ test coverage and minimizing production defects in integrated CRM-CDP architectures.

• Developed and optimized Apex classes, triggers, Batch Apex, and scheduled jobs to process high-volume player support and interaction data. • Built reusable Lightning Web Components (LWC) and Aura components for custom case management, player insights, and operational dashboards. • Implemented Service Cloud features including Omni-Channel routing, entitlement management, escalation rules, and SLA tracking. • Integrated Salesforce with Adobe Experience Platform (AEP) to ingest player support events and CRM attributes into unified Real-Time Customer Profiles, enabling advanced segmentation, journey orchestration, and cross-channel activation. • Leveraged Adobe Analytics to track player behaviour across digital properties, aligning interaction data with CRM case records to enable closed-loop reporting, multi-touch attribution, and experience optimization. • Designed advanced reporting and calculated metrics in Adobe Analytics, building cross-channel dashboards to measure player lifecycle performance, support impact on retention, and campaign effectiveness, enabling data-driven optimization across marketing and service teams. • Designed and integrated REST/SOAP APIs to synchronize Salesforce with external gaming support platforms and player data systems. • Configured Salesforce security model (profiles, permission sets, sharing rules, record types) to ensure secure and compliant data access. • Executed CI/CD deployments using Git and Gearset, performing unit testing and code reviews to maintain 75%+ test coverage and deployment stability.

• Configured security (Profiles, Roles, Sharing Rules) ensuring compliance with governance policies. • Customized Salesforce with objects, workflows, validation rules, and dashboards. • Performed data migration using Data Loader and implemented UAT with business teams. • Developed custom reports and dashboards, improving sales visibility and decision-making. • Increased customer retention by 30% through tailored Salesforce CRM solutions. • Developed REST API integrations with student portals and external applications. • Automated escalation processes with Flows and approval mechanisms. • Designed custom objects and data models to support academic records and student services. • Implemented SSO and OAuth2.0 integrations with external applications, enhancing security and user experience. • Increased customer retention by 30% through tailored Salesforce CRM solutions. • Assisted in Agile ceremonies (daily standups, sprint planning, retrospectives) and cross-functional collaboration.