Daniel Robles

Drove a company-wide marketing transformation serving tens of millions of customers and millions of active subscribers. Scaled marketing technology from foundational rebuild to AI-powered personalization, unlocking multi-million dollar projected annual revenue and 19.6x ROI. Grew the MarTech function from concept to enterprise capability driving measurable engagement gains (+9.7%) and a 66% churn reduction through predictive modeling and content optimization.

Key Outcomes

• Scaled Revenue Impact: Architected SABER (System for AI-Based Engagement & Recommendations), projected to drive multi-million dollar annualized revenue through AI decisioning and personalization.
• Increased Engagement: Delivered +9.7% lift in lifecycle engagement via Hightouch AI Decisioning and predictive automation.
• Accelerated Efficiency: Reduced campaign QA time by 90% and error rates by 65%, enabling 40+ monthly campaigns with 100x faster content production.
• Expanded Team Capability: Built and elevated a high-performing MarTech team; advanced one direct report to Senior Manager level within 18 months.
• Secured Investment: Earned multi-year, multi-million-dollar funding through 19.6x ROI business case for AI-driven marketing transformation.

Strategic Focus

• Growth & Innovation: Grew MarTech stack from 3 to 9 platforms, enabling AI-powered, real-time personalization across all lifecycle programs.
• Unified Data Architecture: Integrated Braze, Hightouch, BigQuery, Databricks, Dyspatch, Jacquard, and Retool into a single activation ecosystem supporting tens of millions of profiles.
• AI Adoption: Championed company-wide Embrace AI initiative with 500%+ ROI on content optimization and hundreds of thousands in annual savings from predictive automation.
• Experimentation at Scale: Introduced universal holdout testing and GrowthBook experimentation framework driving stat-sig measurement culture.
• Compliance & Governance: Ensured 100% HIPAA, CCPA, and GDPR adherence while scaling automation and AI workflows.

Stack

Led marketing technology strategy for a multi-brand virtual restaurant platform serving both B2C (direct consumers) and B2B (restaurant partners) audiences. Managed the technology infrastructure enabling personalized campaigns across 20+ virtual brands. Built customer data platform with identity resolution, multi-touch attribution, and analytics capabilities supporting cross-functional marketing, product, and data teams.

Responsibilities

• Collaborated with Product, Marketing, Engineering, and Creative teams to document business requirements and expected outcomes and map them to appropriate marketing technology investments
• Worked closely with vendors to manage solution approval and implement the necessary investments and tools to scale marketing initiatives
• Built a personalization platform from the ground up with identity resolution and unified customer profiles to support multi-channel strategy with a customer engagement feedback loop
• Led the charge for multi-touch attribution, campaign reporting, A/B testing, and feature flagging (Braze) to improve overall campaign performance
• Implemented advanced analytics with Tableau and Sigma for real-time campaign performance optimization
• Oversaw training of marketing software and experience deploying self-service capabilities
• Prioritized tracking and measuring marketing performance to derive intelligence and actionable insights for marketing teams
• Cultivated the career development of team members, including ad and email campaign specialists.

Highlights

• Implemented Braze CRM
• Launched 15+ personalized customer journeys for 20+ brands at scale
• Increased consumer conversion rates by 20%
• Increase customer repeat rates by 10%
• Reduced unsubscribe rates by 50%
• Trained and mentored first time marketing ops team members to become self-sufficient and full-fledged marketing automation gurus

Tools and Platforms

Led development of the enterprise Customer Data Platform (CDP), creating a unified customer and household view to support personalized marketing and shopping experiences. Partnered with Product, Data, and Business teams to design and execute a multi-year Marketing Technology roadmap. Directed large cross-functional teams of engineers, product managers, and project managers in delivering scalable communications, analytics, and data-driven marketing solutions.

Responsibilities

• Managed teams of engineers, product managers, and project managers to deliver on key platform milestones and go-live functionality.
• Defined and prioritized user stories with product owners to align technology delivery with business goals.
• Built data pipelines and integration layers enabling customer identity resolution (unified customer & household view) and multi-touch attribution for campaign targeting.
• Partnered with dependent teams to ensure agile delivery of new features and performance optimizations.
• Designed cross-channel communications and analytics infrastructure improving targeting accuracy and reporting speed.
• Delivered regular status and performance updates to senior leadership and multiple stakeholder groups.
• Increased team visibility by identifying optimization opportunities across marketing and engineering workflows.

Led Shutterfly's marketing technology transformation over nine years, evolving from CRM Operations to Director of Marketing Engineering. Oversaw enterprise-scale systems enabling personalized marketing and analytics across B2C and B2B divisions. Managed teams of 25+ (8 FTE, 17 contractors) spanning software development, data engineering, and system architecture.

Responsibilities

• Owned the MarTech stack and multi-year roadmap powering audience segmentation, campaign management, and real-time personalization.
• Partnered with Marketing, Product, and Data to design scalable CRM and analytics platforms with identity resolution, multi-touch attribution, and reporting efficiency.
• Implemented enterprise CRM solutions (Salesforce, Unica) and BI tools (Tableau, MicroStrategy, Cognos) driving marketing automation maturity.
• Delivered IBM Unica Interact for real-time offer decisioning and Optimize for user-level prioritization with propensity modeling.
• Launched marketing resource management (MRM) and request systems improving throughput and visibility.
• Secured multi-million dollar investment for CRM modernization through executive proposal and business case development.
• Mentored multi-level teams, defined clear career paths, and established governance for MarTech operations.
• Presented quarterly results and technology vision to senior leadership, aligning roadmap with company strategy.

Highlights

• Built and scaled Shutterfly's marketing technology foundation, unifying CRM operations across B2C and B2B divisions. Increased segmentation and automation capacity by 3x through new platform capabilities.
• Delivered real-time offer decisioning and analytics infrastructure supporting millions of customer journeys.
• Elevated MarTech team visibility as a strategic partner driving personalization and performance growth.
• Promoted from associate to manager to sr. manager to director over the years

Key Platforms

Built Zazzle's first end-to-end email marketing and reporting infrastructure, establishing campaign operations and analytics foundations for the growing eCommerce business.

Responsibilities

• Developed the email marketing roadmap, promotion calendar, and deployment workflows.
• Created the company's first Email Marketing Dashboard by integrating Epsilon ESP data with Adobe Omniture site performance metrics.
• Standardized segmentation and automation processes to streamline campaign execution.
• Partnered with analytics and product teams to connect behavioral insights to campaign strategy.

Customer Service Agent – Technical & Accounting (2008 – 2009)

• Resolved complex customer and accounting inquiries requiring technical expertise.
• Designed an internal automation tool that tripled processing efficiency and reduced ticket resolution time.

Highlights

• Established Zazzle's foundational email marketing and analytics systems.
• Improved campaign turnaround and accuracy through automation and standardization.
• Delivered measurable operational efficiency gains in both marketing and customer service functions.