Resume | Ed Rayyis, Adobe Marketo Engage Architect

I'm an Adobe Marketo Engage architect. I build, fix and migrate instances for enterprise marketing teams. I've spent more than twenty years in marketing operations, mostly for Fortune 500 companies in financial services, life sciences, and technology. My work is mostly new builds and migrations from and to Marketo, Eloqua and HubSpot instances that sync with Salesforce or Microsoft Dynamics 365. I design lead scoring and lifecycle models and when an instance has grown messy, I audit it, then set up the governance and the Center of Excellence that keep it clean.

I also build AI agents that connect to live marketing systems, run instance health audits and check scoring models and CRM sync. When something's wrong, they troubleshoot it on their own. I wrote Mastering Adobe Marketo Engage for the people who build on the platform, and I run ExamSens.ai, where I write practice exams and study guides for technology certifications.

INDEPENDENT CONTRACTOR
MARKETING AUTOMATION &
AI SOLUTIONS ARCHITECT
February 2021 – PRESENT

Platform Architecture & Integration: Designing and connecting marketing automation platforms across enterprise tech stacks, including instance setup, CRM sync (Salesforce, Dynamics 365), API development, webhook integration, and third-party platform connections, using AI-assisted architecture design to accelerate discovery, solution modeling, and documentation

Lead Scoring, Lifecycle & ABM Strategy: Designing AI-enhanced lead scoring models and lifecycle stage mapping from MQL to SQL, leveraging behavioral signals and predictive logic. Architecting tiered ABM programs with intent-driven audience builds, and sales-aligned workflows coordinated across CRM, CDP, and paid media

Data Modeling, Governance & Compliance: Defining field mappings and data relationships between systems, managing database hygiene, deduplication, and migration. Establishing data governance policies and managing GDPR, CCPA, CAN-SPAM, and CASL compliance and automated governance.

AI-Augmented Solution Design & Instance Auditing: Integrating agentic AI workflows and models across the full engagement lifecycle, including automated instance health auditing, AI-driven troubleshooting playbooks, and LLM-accelerated solution design to evaluate database hygiene, program architecture, scoring models, sync health, and governance gaps at scale

Segmentation, Personalization & Dynamic Content: Building AI-driven audience segments using behavioral scoring and propensity modeling. Developing personalized content frameworks with tokenization, RTP, Velocity scripting, and Handlebars, using LLM tools to accelerate copy generation, variant testing, and content governance

Campaign Management & Automation: Building batch and trigger-based campaigns, AI-optimized nurturing flows, and program templates that dynamically route contacts through intelligent multi-touch sequences using machine learning signals and engagement scoring

Reporting, Analytics & Executive Dashboards: Designing tailored dashboards and AI-assisted analytics frameworks to surface actionable insights and support executive decision-making, using LLM-assisted data interpretation and A/B testing to communicate performance findings to business stakeholders

Multi-Platform Migration, Discovery & Stakeholder Communication: Leading end-to-end MAP migrations from and to Marketo, Eloqua, and HubSpot, including data migration, program rebuild, CRM re-sync, and Center of Excellence establishment. Conducting structured discovery sessions and translating complex MarTech implementations into clear business narratives, roadmap presentations, and executive dashboards.

Skills: Marketo, Marketing Automation, Marketing Operations, Email Distribution, HubSpot Marketing Hub, Campaign Effectiveness, Lead Generation, Email Marketing, Strategic Marketing, International Marketing

CLIENTS

ELANCO ANIMAL HEALTH
MARKETING AUTOMATION ARCHITECT
May 2019 - February 2021

LAZARD ASSET MANAGEMENT
MARKETING AUTOMATION ARCHITECT
August 2016 - May 2019

Marketo Platform Migration: Led the transition from a legacy system to the Marketo marketing automation platform, orchestrating the migration to a new Marketo instance, building a Center of Excellence, and creating documentation

Digital Marketing Campaign Management: Drove digital marketing initiatives for various business units and brands, managing end-to-end automation campaigns while collaborating cross-functionally to develop comprehensive digital strategies

Lead Lifecycle Optimization & Reporting: Optimized lead lifecycle by defining and implementing lead scoring models and conversion funnels, accelerating leads from MQL to SQL stages. Built custom dashboards and reports to provide actionable insights for data-driven decision making

Regulatory Compliance: Ensured adherence to data protection and privacy regulations, including GDPR, CCPA, and CAN-SPAM, across all marketing automation programs and campaigns.

Skills: Marketing Operations, Email Marketing, Marketo, Marketing Campaign Management

Automation Innovation: Implemented new marketing automation capabilities to improve performance and worked with stakeholders to refine segmentation strategies

Email Marketing Optimization: Led the optimization of email marketing campaigns, scaling best practices across programs to improve open rates, click-through rates, engagement, and conversions

Platform Configurations & Integrations: Configured Salesforce and Marketo platforms by mapping fields, building custom objects, and automating processes. Developed APIs, webhooks, and Velocity templates to enhance system integrations and data flow

Advanced Segmentation & Testing: Used lead scoring models and dynamic content to create hyper-targeted campaigns. Conducted A/B testing to optimize multi-variant programs and improve overall marketing performance

Skills: Marketing Operations, Campaign Effectiveness, Lead Generation, Email Marketing, Strategic Marketing, Salesforce.com, Marketo, Marketing Campaign Management