Teams at CFA Institute

Develops CRM segmentation, audience strategies, predictive models, and personalized marketing campaigns using Salesforce platforms and SQL. Maintains audience libraries, validates data pipelines, governs customer data, supports experimentation and performance measurement, and creates lookalike and suppression audiences. Collaborates with Data Engineering, Data Science, IT, and marketing teams to ensure data quality, privacy compliance, campaign accuracy, and operational efficiency. Mentors analysts and marketers while improving CRM processes and personalization capabilities.

Support CAS platforms (LogicGate, Onit, NetDocuments) by migrating manual processes into structured workflows. Elicit and document requirements, user stories, and acceptance criteria. Drive system enhancements, configuration, testing/UAT, issue resolution, and small-project delivery. Partner with legal, risk, compliance, product and engineering to improve controls, data integrity and operational efficiency.

Leads global integrated brand campaigns from strategy through activation, optimization, and evaluation. Translates enterprise priorities into audience-focused programs across markets and channels, directing creative, media, content, digital, product marketing, regional teams, and agencies. Uses research, market intelligence, brand tracking, and performance data to guide investment and campaign decisions. Manages budgets, stakeholder alignment, governance, and capability development while influencing senior leaders and strengthening CFA Institute’s global brand.