Rhea Rose Aba-a

Marketing technology and campaign transformation professional with 10+ years of experience designing and delivering data-driven marketing programs across global organizations. Proven expertise in Salesforce ecosystems, campaign strategy, and marketing automation, with a strong track record of translating business requirements into scalable solutions that drive engagement, pipeline, and revenue. Experienced in stakeholder management, solution design, and end-to-end campaign delivery across multi-channel environments.

Senior Marketing Automation Specialist at GHD (2026-06 – Present)

• MarTech & Automation Governance: Administer Marketing Cloud Account Engagement (MCAE/Pardot) and Salesforce integrations, maintaining campaign naming conventions, folder structures, and tag governance to ensure database cleanliness and scalable campaign execution.
• Audience Segmentation & Targeting: Define list segmentation rules, manage consent/compliance governance, and establish over-/under-targeting rules to maximize marketable database activation.
• Campaign & Nurture Execution: Build and optimize multi-channel email campaigns, Engagement Studio nurture streams, and automation rules aligned with buyer personas and lead scoring/grading models to drive MQL generation.
• Stack Optimization & Integration: Scope functional requirements and test system integration updates across MCAE, Personalization, and Advertising tools in collaboration with marketing and IS teams.
• Process Improvement & Innovation: Partner with cross-functional teams to troubleshoot automation issues, pilot emerging MarTech/AI capabilities, and support data compliance initiatives.

Marketing Technology & Operations Manager at RIMES TECHNOLOGIES (2023-11 – 2026-05)

• Led end-to-end marketing automation and campaign execution using Salesforce CRM and Salesforce Marketing Cloud Account Engagement (fka Pardot), aligning marketing initiatives with pipeline and business objectives
• Designed and optimized multi-channel campaign strategies, including email, web, and digital programs, improving engagement and conversion performance
• Developed segmentation strategies, lead scoring models, and lifecycle programs to enhance audience targeting and campaign effectiveness
• Partnered with global stakeholders across marketing, sales, and business applications to ensure alignment between campaign execution and revenue goals
• Delivered campaign performance insights, attribution analysis, and reporting frameworks to support data-driven decision-making
• Led process improvements and governance initiatives, including campaign structure, naming conventions, and data quality management
• Supported MarTech ecosystem optimization, including integrations (e.g., Zapier) to improve lead flow and system connectivity

Marketing Automation Consultant at AQUIENT (2022-12 – 2023-11)

• Acted as a functional consultant and business analyst for a global client, leading requirements gathering, stakeholder workshops, and solution design
• Designed and implemented marketing automation solutions using Salesforce Marketing Cloud, including journeys, segmentation, and campaign workflows
• Translated business requirements into functional blueprints and scalable campaign solutions, ensuring alignment with client objectives
• Led deployment and testing (UAT) of marketing solutions, ensuring quality and alignment with business needs
• Collaborated with cross-functional teams to deliver end-to-end campaign programs, from strategy through execution
• Supported pre-sales activities, including solution design, scope definition, and cost estimation

Marketing Manager at KONNECTRYX (2021-03 – 2022-12)

• Developed and executed brand and campaign strategies, including digital and offline initiatives
• Managed cross-functional teams and external agencies to deliver large-scale marketing programs
• Conducted market analysis and campaign performance evaluation to inform strategy

Brand Marketing Manager at MOLDEX PRODUCTS, INC. (2017-07 – 2021-02)

• Developed and executed brand and campaign strategies, including digital and offline initiatives
• Managed cross-functional teams and external agencies to deliver large-scale marketing programs
• Conducted market analysis and campaign performance evaluation to inform strategy

Channel Marketing & Marketing Systems Roles at INGRAM MICRO (2009-01 – 2015-12)

• Administered Salesforce CRM and supported marketing campaign execution and reporting
• Managed microsites and digital campaigns, contributing to lead generation and engagement
• Delivered data-driven insights to improve marketing performance and ROI

BS in Business Administration – University of the Philippines Diliman (2005-01)