Architected "AMP," a custom marketing-enablement platform integrated with Salesforce via Platform Events, designed to automate high-volume marketing campaigns, multi-channel branding preferences, and data-hygiene workflows for 600+ agents.
Tools: Platform Events, Custom Objects, Custom Fields, Flows, Data Loader
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.
The platform operates as an event-driven extension of Salesforce. When an agent updates their marketing preferences in the AMP UI—such as headshots, logos, or branding types—the data is written back to Salesforce records. Conversely, when a user initiates a testimonial request, AMP requests the information via the Salesforce API from the agent's people record containing the agent’s specific campaign and office metadata; AMP consumes this payload to trigger a coordinated text and email campaign via TrueReview. For the automated newsletter and postcard programs, I engineered a "Data Hygiene" loop: when the system detects a bounced email or a USPS return list is imported via Data Loader, a flow automatically opts the contact out of future mailings. This triggers a real-time alert to the agent to review the record, ensuring they stop spending money on invalid addresses while maintaining a high sender reputation with Google and other providers.