Salesforce Marketing Cloud Migration
Metrolinx
Challenge
Fragmented legacy systems creating segmentation bottlenecks. Redundant workflows slowing campaign execution. Inconsistent customer data preventing effective personalization. Manual processes limiting global team collaboration.
Approach
Audited integrations and eliminated redundant workflows
Re-architected data extensions for scalable automation
Designed global email and landing page templates to ensure consistency
Execution
Conducted comprehensive integration audit identifying workflow redundancies
Re-architected data extension model for automation scalability
Unified Salesforce Marketing Cloud, CRM, and analytics platforms
Established data-first taxonomy and governance framework
Impact
50% reduction in campaign production time
Improved email open rates and conversion consistency
Enabled real-time personalization across global operations
Unified marketing data for enterprise-wide visibility