Klaviyo → SFMC Migration & Re-Architecture
Rebuilding CRM Architecture for Enterprise Scale
Overview
Led the remediation and re-architecture of a fragmented CRM ecosystem following migration from Klaviyo into Salesforce across a multi-brand enterprise environment.
Redesigned lifecycle architecture, data structures, and behavioral intelligence frameworks to support scalable personalization, operational continuity, cross-brand governance, and future-state automation capabilities.
The initiative evolved from a platform migration into a broader enterprise CRM modernization effort focused on long-term scalability and operational sustainability.
Challenges
- Fragmented brand-specific data structures inherited from legacy CRM implementations
- Inconsistent identity handling and subscriber management across brands
- Lifecycle journeys designed for isolated execution rather than enterprise reuse
- Limited support for scalable affinity capture and behavioral intelligence
- Operational inefficiencies caused by duplicated workflows and inconsistent entry logic
- Cross-platform migration complexity between legacy marketing systems and enterprise CRM infrastructure
- Need to preserve active lifecycle communications during remediation and restructuring efforts
Responsibilities
- Evaluated inherited CRM architecture and identified scalability limitations
- Redesigned core SFMC data model structure for enterprise lifecycle operations
- Built standardized data extension frameworks for multi-brand scalability
- Developed migration-safe automation patterns to maintain lifecycle continuity
- Implemented operational guardrails for identity management and affinity enrichment
- Partnered across CRM, CDP, API, and activation teams to stabilize data flows
- Created reusable frameworks supporting future personalization and behavioral segmentation initiatives
Re-Architecture Highlights
Standardized Lifecycle Frameworks
- Introduced reusable welcome and lifecycle architecture patterns across multiple brands
- Replaced isolated campaign logic with modular automation structures
Enterprise Affinity & Engagement Model
- Redesigned affinity and engagement capture architecture to support reusable behavioral intelligence
- Enabled scalable downstream personalization and audience segmentation
Data Model Remediation
- Reworked subscriber and engagement structures to support cleaner identity resolution
- Improved lifecycle orchestration through standardized sendable, affinity, and engagement frameworks
Operational Scaling
- Reduced duplicated journey logic and manual operational overhead
- Improved scalability for onboarding additional brands and campaigns
Future-State Enablement
Established foundational architecture supporting:
- dynamic content personalization
- CDP integration
- audience enrichment
- behavioral targeting
- activation-driven lifecycle marketing
Outcomes
- Stabilized lifecycle operations during enterprise migration transition
- Created scalable CRM architecture supporting approximately 35 brands within a shared SFMC ecosystem
- Reduced operational duplication through reusable automation frameworks
- Enabled enterprise-wide affinity capture and behavioral intelligence initiatives
- Improved long-term readiness for personalization, CDP activation, and audience orchestration
- Established scalable foundation for future initiatives including Intelligence Engine and FIFA hyper-personalization frameworks
Core Capabilities Demonstrated
- Enterprise CRM Architecture
- SFMC Data Modeling
- Lifecycle Automation Strategy
- Migration & Systems Remediation
- Identity Resolution
- Behavioral Intelligence Frameworks
- Cross-Functional Technical Leadership
- Scalable Personalization Infrastructure
- Operational Modernization
- Multi-Brand CRM Governance