As the brokerage’s marketing efforts expanded, agents required a more intuitive, self-service interface to manage complex branding preferences, automated newsletters, and direct-mail campaigns. Previously, these preferences were managed through rigid, long-form Salesforce formulas that lacked the flexibility for agent autonomy. Additionally, the brokerage needed a way to automate third-party integrations (like TrueReview) and protect sender reputation by programmatically handling email bounces and undeliverable mail "returns" to prevent wasted marketing spend on bad data.

I developed the data architecture for AMP (Automated Marketing Platform), using Salesforce as the centralized engine and AMP as the agent-facing interface. By leveraging Record-Triggered Flows and Platform Events, I created a real-time synchronization loop that pushes agent designations, office affiliations, and campaign IDs to the marketing site. I replaced complex legacy formula logic with a user-driven preference model, allowing agents to toggle between team and individual branding dynamically. To ensure high ROI, I implemented automated "Opt-Out" flows that safeguard email deliverability and reduce physical mail costs by instantly flagging and alerting agents to "bad" addresses or bounced emails.