April Berden Ulanday
Marketing Professional
Makati City
Summary
A Marketing Professional with 7 years of experience in Marketing Operations across APAC, AMER, and EMEA regions. Proven expertise in managing campaign operations, ensuring data integrity, and optimizing marketing automation platforms such as Marketo & Salesforce Skilled in building targeted nurture programs, troubleshooting technical issues, and executing successful event management strategies. Strong analytical abilities drive effective data reporting and campaign performance analysis. Committed to enhancing team collaboration through the development of process flows and documentation that streamline operations and uphold best practices.
Overview
7
7
years of professional experience
3
3
Certifications
Work History
Marketing Automation Specialist - Contractual
Ibex Global Solutions Inc.
02.2025 - Current
- Strategically creating and managing marketing campaigns through Marketo and Salesforce, ensuring alignment with the client's brand objectives.
- Leveraging Salesforce to segment target audiences and monitor campaign performance.
- Maximized ROI on digital campaigns by analyzing performance metrics and adjusting tactics accordingly.
- Coordinated with cross-functional teams to create cohesive campaign strategies that drove successful outcomes.
- Evaluating and reporting on campaign outcomes, offering actionable insights for continuous improvement.
- Managing the Craft Content Management System to develop, design and create ebooks/whitepapers, webinars and event website landing page for the Marketing Promotional events.
- Handling the Webinar and Marketing Event Set-ups to plan, execute and draft the landing page using Splash Event tool.
- Successfully trained and mentored junior team members, fostering a collaborative environment that encouraged professional growth.
- Creating Email templates for every Campaigns and Newsletter for the Company's Updates, Partnership and Events.
- Managed end-to-end execution of multi-channel campaigns, driving stronger brand awareness and demand generation efforts.
- Efficiently managed contact database ensuring data quality and compliance while adhering to privacy regulations such as GDPR.
- Conducted regular audits of automations and workflows, identifying areas for improvement or optimization opportunities that contributed to overall success metrics achievement.
- Conducted regular audits of automations and workflows, identifying areas for improvement or optimization opportunities that contributed to overall success metrics achievement.
Senior Marketo Analyst
Tricentis Philippines Inc
10.2023 - 11.2024
- Day-to-day management of marketing campaign operations
- Work with the Global Demand Generation Team and Field Marketing to clarify and refine campaign requirements (dates, query string strategy, communication expectations, fulfillment, etc.) across multiple channels
- Build programs and smart campaigns that support the campaign goals, align with existing architecture in Marketo, feed into reporting, and provide a consistent, quality end-user experience.
- Working with the Web Team to align schedules and requirements.
- Checking program and campaign setup via end-to-end testing
- Monitoring data quality and enrichment
- Developing data normalization programs to ensure data integrity for key fields.
- Ad-hoc reporting from marketing automation platform (Marketo) as well as Salesforce
- Work with the Global Demand Generation Team, Field Marketing, and Content Team on requirements gathering for campaigns, email reporting, and other campaign analysis.
- Troubleshooting issues with campaign operations and lead management
- Maintaining Marketo forms to match demand gen and web strategy.
- Understanding, troubleshooting, and improving Marketo/SFDC sync
- The local office subject matter expert in Marketo and SFDC
- Additional Scope: The Marketing Event – Management
- Handling the Bizzabo event management to execute events such as webinar/virtual events, field events, partner events, and third-party events.
- Assisting the stakeholders in testing the Bizzabo page for the registrants and links.
- Support and Troubleshooting the Bizzabo issues
- Checking the proper sync from Bizzabo to Marketo integration.
Marketing Operations Specialist
8x8 Philippines Inc.
08.2022 - 09.2023
- Assisted with day-to-day operations, working efficiently and productively with all team members.
- Build, test, optimize, and execute incoming marketing campaign requests across all business verticals and segments, including email, nurture, digital, event, and operational tasks.
- Implement marketing automation paths based on campaign workflows and/or internal processes, that will facilitate the efficient/scalable execution of our day-to-day marketing campaigns; ensure workflows and Salesforce campaigns are set up properly for effective attribution and reporting.
- Event Management - Preparation for Customer Webinars: Creation of Landing Page, Webinar Set-up via Cvent e.g., Scheduling the webinar and adding moderators/speakers for the event.
- Managing the Marketo Database and maintenance of the marketing database following data protection laws, and collaboration with global marketing teams
- Work with the Global Demand Generation Team and Field Marketing to clean and import lead lists with great attention to detail.
- Checking program and campaign setup via end-to-end testing.
- Regular email performance reporting to ensure deliverability standards.
- Acquire Targeted Email Databases through various methods.
- A/B Test Email Databases to find areas of potentiality.
- A/B Testing Email Templates for both B2B and B2C audiences
Data Analyst
Schneider Electric Inc.
07.2021 - 01.2022
- Govern and application of business rules (content and process).
- Perform regular activities on data management in the systems.
- Monitor the Data Quality key figures and KPIs for the designated country perimeter.
- Lead data corrections and improvement action plans to support the initiatives of the Data.
- Propose improvements to leverage the overall data quality.
- Identify future data migration/integration needs and new source systems.
- Attend and participate in Data Steward monthly meetings. data quality campaign, and other actions on demand.
- Performs data administrative tasks & Manages user data quality.
- Communicate any (Salesforce) Updates to affected users.
- Work with the Global DA Team to close (Salesforce) issues experienced by users promptly.
- Manages user activation/deactivation and user updates.
- Transfer opportunities and accounts of sales employees that are deactivated.
- Reassigning the object owners on organization changes or leaves
- Mass changes on objects which can be done by DUT.
- Follow and respect Global rules, especially on DUT, Merge & Process
- Creating and maintaining local common reports and dashboards
- Professionally maintain relationships with Sales Reps and Sales Managers to facilitate user access and organizational alignment
Business Operations Analyst
Avid Technology (S.E. Asia) Pte. Ltd. - Philippine Branch
04.2021 - 07.2021
- Support the global go-to-market engine in Sales, Marketing, or Channels by providing the reporting and analytics needed to drive the corporate and local strategies.
- Providing Analysis to ad-hoc inquiries by utilization reporting in DOMO and SFDC as well as Excel functions such pivot tables, VLOOKUPs, Macro, etc.
- Maintain and Create documentation of best practices for all standard repeatable, predictable responsibilities.
- Develop reports, dashboards, and processes to continuously monitor and resolve the data quality and integrity issues at source.
- Additional duties supporting Sales, Marketing, or Channel Organization may be assigned.
Marketing Data Quality Specialist
Avid Technology (S.E. Asia) Pte. Ltd. - Philippine Branch
10.2018 - 04.2021
- Support Marketing and Sales Operations by working on ad-hoc projects that improve the quality of the data.
- Work in Salesforce on Account Requests created by the Sales Team to create, edit, and possibly delete Accounts, Opportunities, and Contacts.
- Manage data via both manual (Microsoft Excel) and automated collection methods (Salesforce.com reports) and from both internal and external sources.
- Researching and prospecting qualified net new leads.
- Prospect and qualify leads that come from Contact Sales Forms
- Performing GDPR to the customers for marketing operations.
- Monitor lead status and movement through the Sales process to help ensure the effectiveness of nurture programs and efficient assignment of leads.
- Develop requirements, testing, and final approval for data fixes and data cleansing.
- Address project-level data quality where business processes are identified that impact the quality of data.
- Monitor data quality via self-developed data monitoring reports and metrics.
- Assist project teams in resolving issues, such as identifying the system of record, where data errors are occurring, and offer solutions.
Education
Bachelor of Science - International Business
Assumption College San Lorenzo Village Makati
Makati City, Metro Manila, Philippines 05.2001 -
Skills
Effective communication
Team leadership
Salesforce proficiency
Marketo expertise
Data Analysis & Data Reports
Tableau Data Analysis & Dashboard
Power BI & Domo data visualization
Cvent / Splash event platform expertise
Experience in Craft CMS design and development
Experience with Litmus email platform
Email campaign management
Campaign management
HTML and CSS coding
A and B testing
Microsoft Office such as Spreadsheet, Wordpad, Powerpoint, and Visio
Landing page design
Graphic design using Canva
Certification
October 2024: Critical Writing & Intensive Grammar, Public Speaking, Business English, and Personality Development Programs at the American Institute for English Proficiency
Interests
Travelling, Graphic Design, Dancing, Movie Marathon, Karaoke, Diving
Accomplishments
- Avid's H.E.R.O/Here Every Day Ready on Time Employee Awardee
- SPCM Loyalty Awardee
- Best Thesis Awardee
SEMINARS
- AlertoAko- Financial Consumer Protection at Bangko Sentral ng Pilipinas 2014
- Junior Marketing Camp: Brand Image &Business Etiquettes at DLS-CSB 2015
- MarkProf Roadshow Series- University of Santo Tomas October 2015
- STRATMARK 2015: Going Global by Philippine Junior Marketing Association
- Financial Youth Education Congress at Bangko Sentral ng Pilipinas December 2015
- UST PFA Inter-University Assembly: Enhancing Soft Skills for Global Employability February 2016
- Managing for Sustainability: RETHINK. REFOCUS. RELIVE at Assumption College April 11, 2016
- International Finance Summit 2016 at De La Salle University. December 03, 2016
- 10th International Business Convention Edukcircle September 2018
References
References available on request.
Timeline
Marketing Automation Specialist - Contractual
Ibex Global Solutions Inc.
02.2025 - Current
Senior Marketo Analyst
Tricentis Philippines Inc
10.2023 - 11.2024
Marketing Operations Specialist
8x8 Philippines Inc.
08.2022 - 09.2023
Data Analyst
Schneider Electric Inc.
07.2021 - 01.2022
Business Operations Analyst
Avid Technology (S.E. Asia) Pte. Ltd. - Philippine Branch
04.2021 - 07.2021
Marketing Data Quality Specialist
Avid Technology (S.E. Asia) Pte. Ltd. - Philippine Branch
10.2018 - 04.2021
Bachelor of Science - International Business
Assumption College San Lorenzo Village Makati
05.2001 -