Michael Helfin

About Michael Helfin

Strategic marketing and technology consultant with 15+ years of experience helping enterprise organizations grow through better use of data, platforms, and customer insights. I specialize in CRM, personalization, marketing automation, and AI integration, working across complex tech stacks to create systems that perform and scale.I’ve led transformation initiatives in SaaS, health and wellness, fintech, entertainment, and CPG. My work involves translating business goals into clear roadmaps and integrated strategies, partnering closely with product, lifecycle, analytics, and engineering teams to drive execution and measurable outcomes.At Shift Paradigm, I lead enterprise client engagements across MarTech and AI strategy and serve as the product owner for Martech 360, our proprietary SaaS tool for marketing stack evaluation and procurement planning. I also lead Braze certification training internally and am featured on the Braze Certifications page.Over the years, I’ve helped a restaurant chain rethink retention through predictive modeling, guided a global entertainment brand through event-based automation, and helped a health and wellness company reach new audiences with smart SEO and SEM. I’ve built strategies in the room, rolled up my sleeves with the tools, and helped turn good ideas into scalable systems. Ideation is a strength, but scaled, successful adoption and implementation are a necessity for the growth and success of my clients and business.I hold certifications across Braze (7x), Adobe Commerce, Iterable, Segment, Klaviyo, Amplitude, and Google DeepMind\'s GenAI Intensive. I’m known for bringing structure to ambiguity, aligning teams across functions, and delivering outcomes with consistency and care.

Experience

1. Omnichannel Analytics Lead

   Bavarian Nordic

   Jul 2025 — Present · US

   Lead omnichannel analytics and identity strategy across the US commercial organization.• Build and manage HCP/HCO segmentation, P-tier logic, and CRM lifecycle rules tied to IQVIA Xponent, OneKey, and internal performance data.• Partner with Marketing, Sales, Medical, and Commercial Ops to align targeting, measurement, and engagement frameworks across all brands.• Oversee data pipelines and customer identity work with Segment CDP, Veeva CRM, Salesforce Marketing Cloud, and AWS customer data systems.• Develop dashboards, KPIs, and reporting that support field activation, dose uplift analysis, and campaign performance.• Support BN Studio and brand teams with tagging, analytics setup, and omnichannel planning for websites, email, and paid media.• Drive cross-functional processes that improve QA, governance, and MRC-aligned content workflows.• Contribute to roadmap planning for dynamic content, HCP journey design, and compliant consumer experiences.

Education

• Kent State University

  English

  2004 — 2008