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Designed and built a scalable audience activation platform that connected customer behavior data stored in Snowflake with leading CRM and advertising platforms including HubSpot, Mailchimp, Constant Contact, Meta Ads, Google Ads, and Klaviyo. The platform enabled marketers to automatically synchronize audience segments, schedule campaign deliveries, and monitor marketing performance through real-time analytics dashboards.
Customer website interactions and behavioral data were stored in Snowflake, where machine learning models analyzed user intent and generated audience segments such as New Prospects, Engaged Users, and Retargeting Audiences. Although valuable audience insights were available, marketing teams had no efficient way to operationalize them. The existing process relied heavily on manual exports, data transformations, and uploads into multiple CRM and advertising platforms. This created delays in campaign execution, increased operational overhead, and made it difficult to maintain consistency across marketing channels. Additionally, marketers lacked centralized visibility into audience delivery status and campaign performance.
My responsibility was to design and implement the backend systems required to automate audience activation workflows. This included: Designing the relational database architecture and data models Building scalable NestJS APIs for audience management Creating synchronization pipelines between Snowflake and operational systems Integrating multiple third-party marketing and advertising platforms Implementing scheduled audience delivery workflows Developing reporting APIs to power marketing analytics dashboards The goal was to create a reliable, scalable platform that could transform audience insights into actionable marketing campaigns with minimal manual effort.
Database Architecture Designed PostgreSQL schemas to manage: Audience delivery schedules Provider mappings Synchronization history Delivery status tracking Campaign metadata The schema provided a complete audit trail of every synchronization event while supporting future platform expansion. Synchronization Engine Built a scalable asynchronous processing pipeline using AWS SQS to handle large synchronization workloads. Key capabilities included: Background processing of audience updates Scheduled audience deliveries Retry and failure handling Delivery monitoring and status tracking Decoupled processing to prevent long-running jobs from affecting API performance Third-Party Integrations Implemented integrations with: HubSpot Mailchimp Constant Contact Meta Custom Audiences Google Ads Customer Match Klaviyo Created a common integration layer that abstracted provider-specific APIs and enabled a consistent synchronization workflow across all marketing channels. Snowflake Analytics Developed optimized Snowflake queries and reporting APIs that powered marketing dashboards. Built analytics features including: Audience growth tracking Referral source analysis Campaign attribution reporting Conversion tracking visualizations Multi-level Sunburst charts for traffic and campaign insights
The platform successfully transformed a manual audience activation process into an automated and scalable marketing workflow. Key outcomes included: Automated synchronization of customer audiences across multiple CRM and advertising platforms Significant reduction in manual campaign preparation and audience management tasks Faster audience activation through scheduled and automated delivery workflows Centralized visibility into synchronization activity and campaign performance Improved operational efficiency for marketing teams managing multiple acquisition channels The solution enabled marketers to move from disconnected manual processes to a unified audience activation platform capable of supporting large-scale marketing operations while providing real-time performance insights.