Mishal F

Marketing Cloud & Data Cloud Developer with 8+ years of experience delivering data-driven, personalized customer journeys across email, SMS, and push channels. Specialized in Salesforce Marketing Cloud, Data Cloud, and integrations to build scalable customer 360 solutions. Proven ability to lead business intake, translate requirements into technical architectures, and enable real-time, data-driven marketing.

Full Stack Engineer (Marketing Cloud) - Manulife - Toronto, ON

(2020-06)

Salesforce Data Cloud and Core Implementations Cross-Cloud Integration (Data Cloud <> Marketing Cloud) (Data Cloud ↔ Marketing Cloud)** Business Project Intake & Stakeholder Collaboration

• Designed and implemented multi-channel campaigns (email, SMS, push) using Salesforce Marketing Cloud
• Led SMS enablement initiatives including setup, consent management, and integration for transactional and promotional messaging
• Built and optimized multi-step customer journeys using Journey Builder and Automation Studio for lifecycle marketing
• Developed dynamic, personalized email templates using HTML, CSS, and AMPscript
• Executed A/B testing strategies to improve engagement and campaign performance
• Created advanced audience segmentation using SQL and CRM attributes
• Leveraged Salesforce Core (CRM) as a primary data source for segmentation, triggers, and personalization
• Integrated Data Cloud segments into Marketing Cloud using Activation Targets for real-time audience targeting
• Mapped unified customer profiles and attributes into Data Extensions for campaign execution
• Built journey triggers, orchestration rules, and real-time activation patterns using Data Cloud insights
• Implemented Distributed Marketing solutions to enable business users to execute localized campaigns within governance
• Supported Marketing Intelligence initiatives by enabling data flows and campaign performance tracking for reporting and insights
• Collaborated with stakeholders to translate business requirements into scalable marketing solutions
• Designed and implemented Data Cloud Data Streams to ingest customer, policy, and transactional and commercial data.
• Configured Data Model Objects (DMOs), identity resolution rules, and calculated insights to build unified customer 360 profiles
• Built monitoring, data quality checks, and error-handling workflows for reliable data processing
• Collaborated with developers on Apex and LWC enhancements, gaining hands-on exposure to triggers, callouts, and component updates.
• Assisted with testing Apex-driven integrations supporting Data Cloud activation patterns.
• Performed basic updates to LWCs, including UI refinements, metadata changes, and validation adjustments.
• Led stakeholder discovery sessions to translate marketing needs into scalable technical solutions.
• Enabled seamless integration between Data Cloud and Marketing Cloud for audience activation and personalization
• Synced unified customer data, attributes, and calculated insights into Marketing Cloud environments
• Ensured data governance, privacy compliance, and retention policies across cross-cloud data flows
• Led project intake sessions with Marketing, Wealth, Insurance, and Operations teams to assess scope, feasibility, and data readiness
• Translated business requirements into technical designs, integration mappings, and data architectures
• Partnered with Product Owners, Architects, and Data Engineers to prioritize features and align with enterprise data strategy

Email Marketing Developer - Bank of Montreal - Toronto, ON

(2020-04 - 2020-06)

• Executed targeted email campaigns to drive customer engagement and retention
• Developed and validated audience lists using SQL and data extensions
• Built dynamic, personalized emails using HTML, SQL, and AMPscript
• Optimized campaigns using A/B testing and performance analysis

Email Marketing Specialist - PetHealth Inc. - Toronto, ON

(2019-09 - 2020-03)

• Executed email campaigns supporting acquisition and retention
• Segmented customer data using Salesforce, Acoustic, and Delivra
• Built deployment lists using SQL and data filters
• Developed triggered campaigns and optimized subject lines

Digital Marketing Specialist - Hashtag Tribe - Lahore, Pakistan

(2017-03 - 2018-10)

• Managed campaigns for brands including 3M, Lays, and Fanta
• Built and deployed email campaigns using MailChimp and Salesforce
• Designed and coded email templates using HTML
• Managed campaign timelines, reporting, and client communication

Software Engineering Diploma - BrainStation (2025-01)

Bachelor of Business - Marketing & Media Studies - Lahore School of Economics