Balasubramanya B
Marketing Technology Architect
Bangalore
Summary
Marketing Operations & MarTech Leader | 10+ Years’ Experience | B2B | Product Ownership | Automation | Data-Driven Strategy
Strategic and results-oriented Marketing Operations Manager with 10+ years of proven expertise architecting and leading marketing automation, performance marketing, and revenue operations initiatives for global B2B organizations. Demonstrated success as a MarTech product owner, driving complex platform implementations, process optimization, and campaign enablement with robust governance and scalability.
Expert in end-to-end solutions leveraging Marketo, Eloqua, Salesforce, Adobe Experience Platform (CDP), and diverse automation and workflow tools. Highly adept at delivering cross-functional collaboration—across marketing, sales, product, compliance, and technology—to launch high-impact, integrated campaigns. Advanced skills in campaign orchestration, workflow automation, and full-funnel marketing using agile methodologies (Scrum, Kanban) and leading project management platforms (Wrike, Asana, Jira, Azure DevOps).
Skilled in data visualization and analysis using Tableau and BigQuery to measure ROI, refine strategies, and support business growth. Recognized for outstanding project management, change leadership, vendor management, and team mentorship abilities. Committed to leveraging cloud and AI-powered martech to drive operational excellence, stakeholder alignment, and superior customer engagement.
Overview
10
10
years of professional experience
15
15
Certification
Work History
Marketing Technology Architect
Wrike
12.2024 - Current
- Designed and optimized advanced marketing automation and revenue operations systems, boosting cross-channel campaign efficiency and sales-marketing alignment across global teams.
- Architected and managed integrations between key marketing technologies including Marketo, Salesforce, Workato, Drift, Google BigQuery, LeanData, Salesloft, and Goldcast, enabling seamless, scalable data flow and improved ROI measurement.
- Spearheaded large-scale marketing platform implementations (e.g., Folloze for ABM, Goldcast for event marketing, Qualified AI for conversational engagement), overseeing budget management, vendor selection, compliance, and end-to-end adoption.
- Onboarding and enablement of new B2B martech tools and processes, including development of process documentation, playbooks, and training programs to accelerate adoption and proficiency across teams.
- Established and optimized content governance frameworks for marketing Centers of Excellence, leveraging KPIs and dashboards (Power BI, Tableau) to monitor performance and guide strategic decision-making.
- Enabled full-funnel marketing initiatives, driving brand awareness through to conversion and product adoption, with tailored, high-impact content developed in close collaboration with agencies and internal creative teams.
- Led cross-functional collaboration across marketing, sales, product, compliance, and technology, facilitating consensus and operational alignment in a highly matrixed organization.
- Managed high-performing marketing operations team, mentoring talent and overseeing workstream prioritization, fostering a culture of continuous improvement and growth.
- Led change management and process optimization, using data-driven insights to lead multiple concurrent initiatives under tight deadlines in fast-paced environments.
- Built and maintained strong stakeholder relationships to influence outcomes, drive operational excellence, and maximize business impact.
- Resolved complex business system challenges quickly, ensuring minimal disruption and continued campaign effectiveness.
Senior Technical Consultant
Adobe India Pvt Ltd
08.2021 - 12.2024
- Certified Marketo Architect and Adobe SME on Marketo Engage Product.
- Advised a major Adobe enterprise client on enhancing customer experience using the Adobe Marketo Engage solution.
- Designing intricate solution architectures to address diverse marketing challenges and achieve optimal outcomes
- Overseeing end-to-end implementation of marketing automation platforms, adhering to industry best practices
- Establishing seamless integrations between Marketo and CRM systems through native or custom solutions utilizing REST API.
- Conducting comprehensive Marketo system audits and delivering recommendations for the adoption of best practices
- Collaborating with the product team to conduct beta testing for new Marketo features and proposing enhancements based on system limitations.
- Integrating Customer Data Platforms (CDP) with Marketo to drive B2B use cases effectively.
- Implementing conversational marketing through dynamic chat solutions.
- Implementation of omni-channel personalization at scale using the adobe Cloud experience.
- Innovating AI solutions within marketing automation platforms to enhance customer experience.
Marketing Automation Expert
Sierra Circuits Pvt Ltd
05.2020 - 05.2021
- Managing the marketing automation platform and Mar-tech stacks[Adobe Marketo, Outreach, Drift, linkedin lead gen, Terminus,In- house CRM]
- Executing Account-Based Marketing (ABM) campaigns across various channels to accelerate account conversion
- Improving lead flow management between marketing and sale systems by implementing lead scoring and life cycle stage processing
- Developing advanced nurture/journey marketing programs tailored to different customer lifecycle stages
- Implementing web personalization strategies to enhance customer engagement across multiple marketing channels.
Senior Associate Marketing Automation
Cvent India Pvt Ltd
09.2018 - 05.2020
- Administrating the Marketo marketing automation platforms for Cvent
- Building complex campaigns and cross-channel marketing strategies focused on customer retention
- Handling the marketing operational level tasks to improve martech performance
- Executed contemporary marketing tactics to elevate overall customer experiences
- Managed subscription processes in compliance with GDPR, CASL, and preference centers.
- Improved lead and predictive scoring models by incorporating demographic, firmographic, and behavioral attributes
- Maximized campaign effectiveness through the utilization of Marketo and Salesforce CRM systems
- Building web personalization to improve engagement on the website channel
Marketing Operations Specialist
MRM//McCann (Cisco India Pvt Ltd)
08.2017 - 09.2018
- Leading BANT (Budget, Authority, Need, Timeline) related marketing initiatives to identify and engage high-potential prospects
- Designing and executing campaigns using Eloqua, leveraging its functionalities to optimize lead generation and nurture processes.
- Collaborating seamlessly with CRM systems to ensure alignment between marketing efforts and sales objectives
- Employing data-driven insights to target prospects based on their Budget, Authority, Need, and Timeline, enhancing campaign precision and effectiveness
- Continuously analyzing and refining marketing strategies to improve lead qualification and conversion rates
- Staying abreast of industry trends and emerging technologies to enhance the efficiency and relevance of BANT-focused marketing initiatives
Web Marketing Analyst
Oracle
08.2015 - 08.2017
- Designed and orchestrated Oracle Eloqua campaigns to elevate customer experiences, ensuring strategic alignment with organizational objectives
- Developed and implemented marketing assets, including emails, landing pages, newsletters, and sales engagement emails, utilizing CSS/HTML to enhance visual appeal and engagement
- Constructed comprehensive Eloqua journey campaigns aimed at nurturing leads through various stages of the customer lifecycle
- Oversaw the entire event management process for Oracle events, utilizing the Certain event management platform.
- Collaborated cross-functionally to integrate Eloqua campaigns with broader marketing strategies, aligning efforts with overall business goals
- Conducted regular analysis and optimization of campaigns, leveraging data-driven insights to enhance performance and drive continuous improvement
Education
Bachelor of Engineering - Computer Science
Visvesvaraya Technological University
05.2015
Skills
- Marketing Automation Platforms: Adobe Marketo, Oracle Eloqua
- Customer Data Platforms (CDP): Adobe Experience Platform
- Customer Relationship Management (CRM):Salesforce, Microsoft Dynamics
- Workflow Automation & Integration:
Workato, REST APIs, Zappier
- Business Intelligence & Data Visualization:
Tableau, Google BigQuery - Project & Campaign Management Tools:
Wrike, Asana, Jira, Workfront - B2B Martech and Salestech Ecosystem:
Dynamic Chat, Qualified AI, Goldcast, Folloze, ON24, Cvent, ZoomInfo, Leadspace, Adobe Journey Optimizer (AJO B2B), Salesloft, Leandata
Certification
- Adobe Certified Master - Marketo Engage Architect
- Adobe Real Time CDP Business Practitioner
- Adobe Experience Platform Foundations
- Adobe Subject Matter Expert - Marketo Engage Business Practitioner
- Adobe Qualified Marketo Engage Digital Marketer
- Adobe Journey Optimizer Business Practitioner
- Journey Builder Salesforce marketing cloud
- Wrike Certified Professional
- Introduction to Generative AI
- Build Your Marketing Technology Stack
- Scaling B2B Content Marketing with AI and Automations
- Generative AI Mastermind
- GEN AI Hackathon
- Workato Agentic AI basics
- Workato Automation Pro 1 and 2
Timeline
Marketing Technology Architect
Wrike
12.2024 - Current
Senior Technical Consultant
Adobe India Pvt Ltd
08.2021 - 12.2024
Marketing Automation Expert
Sierra Circuits Pvt Ltd
05.2020 - 05.2021
Senior Associate Marketing Automation
Cvent India Pvt Ltd
09.2018 - 05.2020
Marketing Operations Specialist
MRM//McCann (Cisco India Pvt Ltd)
08.2017 - 09.2018
Web Marketing Analyst
Oracle
08.2015 - 08.2017
Bachelor of Engineering - Computer Science
Visvesvaraya Technological University
https://www.linkedin.com/in/balasubramanya-b-385646a6/