Strong command of CRM platforms and technical ecosystems - event-based triggers, APIs, payloads, audience data, dynamic content, and platform integrations - with experience across enterprise platforms such as Zeta, Salesforce Marketing Cloud, Epsilon, Movable Ink, or comparable solutions, and experience influencing Product and Engineering roadmaps for shared capabilities. In every case you translate the objective and intended audience into a working program - the program architecture (always-on versus campaign, triggered versus scheduled, promotional versus service), the segment and trigger logic that puts the right user in the right flow, entry and exit criteria, cadence and sequencing, and the dynamic content and data plumbing that render personalization in-channel.