Websites
Software
Summary
Affiliations
Overview
Languages
Work History
Interests
Timeline
Skills
Certification
Accomplishments
Work Availability
Work Preference
Education
Smriti Maithani

Smriti Maithani

Lead Software Engineer (Salesforce)
Delhi NCR
Evil is boring. Cynicism is pointless. Fear is a bad habit. Despair is lazy. Hopelessness is self-indulgent. On the other hand: Joy is fascinating. Love is an act of heroic genius. Pleasure is our birthright. Chronic ecstasy is a learnable skill.
Rob Brezsny

Websites

Software

Adobe Photoshop

Generative AI

Visual Code

Summary

As a Lead Software Engineer at EPAM Systems, I blend code with creativity to deliver cutting-edge digital experiences using Salesforce Marketing Cloud, Generative AI, Agentforce, and Data Cloud. With over a year of steering high-impact projects, I ensure they land on time and in style—like a developer deploying on a Friday and surviving the weekend.

I’m a certified Lean Six Sigma Green and Black Belt (yes, I take efficiency very seriously), which helps me streamline processes faster than you can say “workflow bottleneck.” Backed by a B.Tech from Roorkee Institute of Technology and a strong foundation in computer science, I bring a solid mix of tech savvy, marketing automation mojo, and cloud-powered strategy to every project.

Fun fact: I optimize code and campaigns—because bugs in either are equally annoying.
Quote to live by: “I don’t always debug, but when I do, it’s right before the deadline.”

Affiliations

  • Shift Paradigm – Sr. Digital Platform Engineer (Since February 2024)
  • Accenture – Former Employee, Recognized as “Employee of the Month” Twice
  • Salesforce Certified Professional – Multiple Certifications in SFMC & AI
  • Marketing & AI Enthusiast – Active in Data Cloud, Interaction Studio, Einstein AI, and CDP Innovations

Overview

7
7
years of professional experience
13
13
Certifications

Languages

English
Bilingual or Proficient (C2)
Hindi
Upper intermediate (B2)

Work History

Lead Software Engineer

EPAM
Gurugram, Haryana
03.2025 - Current

Sr. Digital Platform Engineer (SFMC)

Shift Paradigm
Remote
02.2024 - 03.2025
  • SMS Campaign Management: Orchestrated targeted SMS marketing campaigns, focusing on crafting compelling messages, segmenting audiences for personalized outreach, and analysing campaign performance to drive improvements
  • Interaction Studio Implementation: Utilized Interaction Studio to create real-time, personalized customer experiences across channels, significantly enhancing customer engagement and satisfaction
  • Customer Data Platform (CDP) Utilization: Leveraged SFMC's CDP to unify customer data from multiple sources, enabling a 360-degree view of the customer for more effective segmentation, targeting, and personalization
  • Email Journey Design and Execution: Developed and executed complex email marketing journeys, employing A/B testing and dynamic content to increase open rates, click-through rates, and conversions
  • Data Segmentation and Targeting: Applied advanced data segmentation techniques to precisely target marketing campaigns, ensuring relevant and timely interactions with diverse customer segments
  • Report Generation and Analytics: Produced comprehensive reports and dashboards within SFMC, providing insightful analytics on campaign performance, customer engagement metrics, and ROI analysis
  • Push Notification Campaigns: Implemented push notification strategies to engage app users, drive app usage, and promote timely offers, contributing to increased customer retention and loyalty
  • Automation and Process Improvement: Revolutionized the data management process by automating the deletion of records in Marketing Cloud Platform (MCP) based on lead generation activities in both Marketing Cloud and Salesforce Cloud
  • This automation not only streamlined operations but also ensured data integrity and compliance
  • Data Integration and Migration: Led the migration of 500,000 customer records from legacy systems to Salesforce Data Cloud, ensuring seamless data transfer and minimal disruption to business operations
  • Implemented real-time data integration between Salesforce Data Cloud and external systems (e.g., SAP ERP, Salesforce Sales Cloud) using MuleSoft, resulting in improved data accuracy and accessibility
  • Designed and deployed custom data connectors to integrate Salesforce Data Cloud with healthcare-specific applications (e.g., Epic EHR)
  • Data Modelling and Architecture: Developed a robust data model in Salesforce Data Cloud to support a 360-degree view of the customer, ensuring data integrity, scalability, and performance
  • Optimized data storage and retrieval processes in Data Cloud, resulting in a 25% reduction in query response times
  • Designed a data architecture that adhered to HIPAA and GDPR compliance requirements, ensuring data privacy and security
  • Data Analysis and Reporting: Created interactive dashboards and reports in Tableau CRM to provide actionable insights to stakeholders, such as sales performance trends, customer churn rates, and marketing campaign effectiveness
  • Utilized Einstein Discovery to identify patterns and trends in data, leading to a 10% improvement in customer satisfaction scores
  • Data Quality and Governance: Implemented data quality rules and validation processes to ensure address accuracy and phone number validation, improving data accuracy and consistency
  • Conducted regular data audits to identify and resolve duplicate records and inconsistencies in product categorization
  • Salesforce Marketing Cloud Einstein: Leveraged SFMC Einstein capabilities to drive personalized, predictive customer engagement, utilizing advanced machine learning models for predictive audience insights and automated content personalization, boosting email open rates and customer engagement
  • Data Loader with Ingest for Structured and Unstructured Data: Implemented Data Loader with Ingest API to efficiently handle structured and unstructured data integration from various sources, ensuring high data accuracy and consistency within Salesforce Marketing Cloud
  • AI in Salesforce: Integrated Salesforce AI capabilities, including Einstein Discovery, to deliver data-driven recommendations for optimized customer journeys, utilizing AI-driven analytics to enhance marketing decisions and increase campaign ROI
  • Agent Force: Developed automated solutions in Agent Force to streamline customer interactions and improve response times by connecting Salesforce CRM and Marketing Cloud, enabling seamless hand-offs between marketing and support agents
  • Ingest and Indexing via AWS S3 Bucket and AWS Redshift: Configured data ingestion and indexing pipelines using AWS S3 and AWS Redshift to securely store, process, and index large volumes of customer data, optimizing data flow for advanced audience segmentation and real-time campaign insights
  • WebSDK Connection with Data Cloud: Engineered Web SDK integration with Data Cloud to capture real-time customer interactions from web sources, enabling seamless data sync with Salesforce for dynamic audience segmentation and personalization at scale

SFMC Senior Associate

PWC
Remote
02.2022 - 02.2024
  • Proficient in email campaign execution, achieving flawless results through meticulous design and setup
  • Expert in formulating targeted, data-driven marketing strategies to reach specific audience segments
  • Adept at leveraging data analytics to continuously monitor and enhance campaign performance
  • Skilled in streamlining campaign operations with automation workflows, boosting overall efficiency
  • Effective collaborator, working across teams to ensure seamless execution of complex campaigns
  • Proactive in identifying and resolving technical challenges, ensuring optimal campaign delivery
  • Committed to exceptional client support, swiftly addressing issues and facilitating resolutions
  • Specialized in marketing automation with a strong foundation in Salesforce Marketing Cloud/Pardot, underscoring B2B marketing prowess
  • Demonstrated success in deploying automated marketing workflows, customer journey mapping, advanced segmentation, and personalized engagement strategies
  • Interaction Studio Expertise: Led the integration of dynamic product catalogues, significantly personalizing customer recommendations based on real-time behaviours
  • Crafted sophisticated user account segmentation strategies, enabling deeply personalized communications
  • Orchestrated personalized customer experiences across all touchpoints by leveraging segmented data and dynamic content strategies
  • Employed advanced analytics within Interaction Studio to gain actionable insights, refine marketing efforts, and drive strategic decisions
  • Prioritized privacy and compliance in all personalization and segmentation efforts, building trust and adhering to legal standards

Sr. SFMC Developer

Mindtree
06.2021 - 01.2022
  • Provided leadership and mentorship to fellow Software Engineers, offering valuable guidance and technical expertise to foster skill development
  • Spearheaded the design and development of software solutions tailored for the SFMC platform
  • Collaborated seamlessly with Engineers, Product Managers, and stakeholders to align solutions with precise business requirements
  • Contributed actively to code reviews, ensuring maintainability and scalability while providing constructive feedback to fellow Engineers

SFMC Analyst

Accenture
01.2018 - 06.2021
  • Played a key role in the development of SFMC applications, encompassing solution design, coding, rigorous testing, and effective debugging
  • Fostered collaboration across cross-functional teams including Product Management, User Experience, and Quality Assurance to ensure that software solutions perfectly aligned with both business objectives and end-user requirements
  • Demonstrated expertise in maintaining and optimizing SFMC applications, consistently delivering peak performance for efficient operations

Interests

AI Driven Technologies And Machine Learning

Tech & Automation Innovation

Growth Hacking – Experimenting with marketing strategies to maximize impact and engagement

Mindfulness & Productivity – Balancing high-performance work with mental well-being and meditation

Sci-Fi & Futurism – Fascinated by AI, space exploration, and tech-driven storytelling

UI/UX & Interactive Emails – Crafting engaging, visually stunning, and interactive email experiences

Timeline

Lead Software Engineer - EPAM
03.2025 - Current
Sr. Digital Platform Engineer (SFMC) - Shift Paradigm
02.2024 - 03.2025
SFMC Senior Associate - PWC
02.2022 - 02.2024
Sr. SFMC Developer - Mindtree
06.2021 - 01.2022
SFMC Analyst - Accenture
01.2018 - 06.2021
Roorkee Institute of Technology - B.Tech., Computer Science and Engineering

Skills

Salesforce CRM: Sales Cloud, Service Cloud, CPQ, CDP, Omnistudio, Apex, REST APIs, VisualForce, LWC, Governor Limits

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Certification

Project Management - Google

Accomplishments

  • Acquired knowledge of working procedures by studying documents from 12 clients across EMEA, SAPAC, AAPAC & LATAM regions
  • Executed the procedures on test builds and live cases, resulting in 10 commendations for exceptional outputs.
  • Recognized as “Employee of the Month” twice in Accenture for Responsive Web design and development, delivering excellent and prompt output.
  • Conducted training sessions for 30 teammates and 20 team members on Salesforce Marketing Cloud and new project details.
  • Delivered over 4 seminars on technical topics to enhance team knowledge.
  • Acted as Production Specialist and Quality Analyst during critical periods to support the team.
  • Extensively contributed to client calls and meetings, resulting in 90% improved work quality and output
  • Successfully increased customer engagement rates by 30% within the first year through strategic use of Interaction Studio and targeted SMS campaigns.
  • Enhanced email campaign conversion rates by 25% through the implementation of personalized email journeys and dynamic content.
  • Led the automation project for record deletion in MCP, significantly reducing manual effort by 40% and improving data quality and compliance.
  • Earned accolades for driving marketing innovation, significantly contributing to the company's digital transformation initiatives with a focus on Interaction Studio's capabilities.

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference

Work Type

Full TimeGig Work

Location Preference

RemoteHybrid

Important To Me

Career advancementWork-life balanceCompany CultureFlexible work hoursPersonal development programsWork from home optionPaid time offTeam Building / Company RetreatsPaid sick leave

Education

B.Tech. - Computer Science and Engineering

Roorkee Institute of Technology, Roorkee, Uttarakhand

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Smriti MaithaniLead Software Engineer (Salesforce)