Anirudha Shinde

About Anirudha Shinde

I design and optimize data-driven customer journeys that improve engagement, conversion, and campaign ROI at scale.With 11+ years of experience in marketing automation, I specialize in delivering end-to-end campaign solutions across banking and telecommunications domains. My expertise spans HCL Unica Campaign/Interact, Adobe Journey Optimizer (AJO), and Salesforce Marketing Cloud (SFMC), supported by strong SQL and data validation capabilities.I bring a consulting mindset to marketing technology, combining technical execution with strategic thinking to solve complex customer engagement challenges. From audience segmentation and journey orchestration to campaign execution and optimization, I focus on delivering measurable business outcomes.Core Expertise:Customer Journey Design & OrchestrationCampaign Management & OptimizationAdvanced Segmentation & PersonalizationMarketing Automation (Unica, AJO, SFMC)SQL, Data Validation & API TestingA/B Testing & Performance ImprovementI have successfully led and delivered large-scale campaign implementations, real-time journey use cases, and cross-channel engagement strategies. My work consistently focuses on improving campaign effectiveness through data-driven insights and continuous optimization.I am open to opportunities where I can help organizations scale their marketing automation capabilities and deliver impactful, personalized customer experiences.

Experience

1. Senior Advisory Consultant

   IBM

   Aug 2021 — Present · Mumbai, IN

   Lead end-to-end design and execution of multi-channel marketing campaigns using HCL Unica, Adobe Journey Optimizer, and SFMCDrive customer journey orchestration, enabling real-time and batch-based engagement across email, SMS, and push channelsDesign and optimize audience segmentation and personalization strategies, improving campaign performance and engagementPerform data validation and campaign QA using SQL and backend analysis to ensure accuracy and consistencyCollaborate with cross-functional teams to deliver scalable Martech solutions for telecom and banking clientsTroubleshoot and resolve campaign issues by analyzing logs, payloads, and journey execution flowsContribute to campaign optimization initiatives, including A/B testing and performance improvements

Education

• Gharda Foundations Gharda Institute Of Technology At & Post Lavel Tal Khed Dist Ratnagiri

  Engineer’s Degree, Information Technology

  2009 — 2012

Skills

• Sdl Tridion
• Javascript
• Microsoft Sql Server
• Email Marketing
• C
• Microsoft Office
• Unica Affinium Campaign
• Customer Relationship Management (Crm)
• Html
• C++
• Mysql
• Sql
• Linux
• Asp.net
• Digital Marketing
• C
• Pl/Sql
• Retail Banking
• C#
• Foxpro
• Java
• Xml
• Ibm Unica Campaign 9.1.1
• Aquadata