Summary
Overview
Work History
Education
Skills
Personal Information
Timeline
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Abdellah J'Bari

London

Summary

Results-driven Adobe Campaign Technical Lead with 7 years of experience in the marketing technology landscape, specializing in designing, implementing, and optimizing multi-channel marketing solutions across various industries, including media and publishing, telecommunications, betting and gaming, and entertainment. Proven track record in leading cross-functional teams to deliver innovative campaigns that enhance customer engagement and drive business results. Known for fostering a calm and collaborative environment, I excel at building trust with clients and stakeholders through effective communication and a solutions-oriented approach. Adept at navigating complex challenges, I leverage my technical expertise and strategic insight to empower organizations in achieving their marketing objectives while maintaining a focus on data integrity and customer experience.

Overview

12
12
years of professional experience
11
11
years of post-secondary education

Work History

Adobe Campaign Platform Lead

News UK
London
03.2022 - Current
  • Technical Lead and Adobe Campaign Solution Design
    Directed the design, implementation, and customization of Adobe Campaign solutions across brands including The Times, Sunday Times, The Sun, TalkSport, and Virgin Radio, delivering scalable and flexible marketing solutions to meet diverse requirements.
  • Integration Project Leadership and API Architecture
    Led integrations with platforms such as Medalia, Qualtrics, Google Ads, and Meta Ads via REST APIs, automating workflows that reduced manual processes and enhanced operational efficiency, laying a foundation for cross-platform marketing cohesion.
  • Network Configuration and Platform Optimization
    Established IP warming protocols and managed dedicated IP pools to optimize deliverability and sender reputation. Configured DNS records, including SPF and DKIM, and created custom tracking subdomains, aligning email communications with brand standards and enhancing security.
  • Mobile SDK Integration and Messaging Strategy
    Partnered with mobile app development teams to integrate Adobe’s SDK, enabling in-app messaging and rich push notifications driven by real-time user behaviors and targeted campaigns for elevated user engagement.
  • Data Management and Integration Architecture
    Oversaw database management and led data integration projects, using batch and real-time data ingestion from internal and external sources to improve data flow and enable more effective, responsive campaigns.
  • Workflow Optimization and Automation
    Revamped workflows and campaign-building methodologies, focusing on scalability, accuracy, and efficiency to optimize cross-brand campaign performance.
  • Data Integrity and Quality Assurance
    Ensured end-to-end data integrity across all integrations, implementing data hygiene protocols, deduplication, and troubleshooting to deliver high campaign accuracy and reliable results.
  • Team Leadership and CRM Council Creation
    Established and led a collaborative "CRM Council" to unify CRM teams across brands, promoting shared learning and coordinated strategies to strengthen overall CRM effectiveness.
  • Internal Consultation on CDP Implementation
    Advised on a composable Customer Data Platform (CDP) architecture, integrating AI-driven recommendation models, churn propensity models, and early-life modeling to enable real-time data capabilities and provide actionable customer insights.
  • Cross-Functional Collaboration with Editorial Teams
    Collaborated with editorial newsletter teams across brands on the Sailthru platform, enhancing content-driven engagement through strategic alignment and platform utilization.

Senior Technical Consultant

TAP CXM
01.2020 - 03.2022
  • Technical Lead for Adobe Campaign Classic
    Oversaw all technical aspects and functionality within Adobe Campaign Classic, ensuring optimal performance and platform stability.
  • Lead Developer & Team Support
    Acted as lead developer, supporting the wider team in business-as-usual (BAU) tasks, troubleshooting issues, and enhancing campaign effectiveness.
  • Schema and Workflow Development
    Designed and maintained schemas, input forms, web apps, workflows, campaigns, offer management, and message center (ACX), contributing to smooth and scalable campaign operations.
  • Platform and Database Maintenance
    Performed backend maintenance on Linux, AWS, Windows, and Microsoft SQL Server environments, ensuring reliable infrastructure for Adobe Campaign.
  • Managed Full Platform Migration and Upgrades
    Led and supported the migration from Windows and Microsoft SQL Server to AWS with PostgreSQL, along with managing multiple platform upgrades to ensure a robust and future-ready system.
  • Training and Client Enablement
    Created and delivered training programs for clients with diverse experience levels, on behalf of Adobe and TAP, building client competency and enabling self-sufficiency.
  • Content Management System Development
    Developed and maintained a content management system to streamline content operations and enhance team collaboration.
  • Custom Reporting Dashboard Creation
    Built and maintained a reporting dashboard to proactively identify and resolve potential issues, ensuring continuous improvement of the platform's reliability.
  • Quality Assurance Process Overhaul
    Redesigned the quality assurance process to ensure all campaigns and processes passed extensive QA checks before launch, enhancing campaign accuracy and performance.
  • Runbook Development and Maintenance
    Authored and maintained detailed runbooks for multiple clients, including a comprehensive new runbook for a client’s Adobe Campaign instance, documenting infrastructure and daily BAU operations.

Technical Consultant

TAP CXM
01.2018 - 01.2020
  • Developer for Adobe Campaign Standard
    Designed, developed, and optimized Adobe Campaign Standard solutions to support multi-lingual, multi-channel campaigns.
  • Automated Multi-Language Campaigns
    Created a streamlined process for sending multi-lingual campaigns through a single workflow using personalization blocks, improving efficiency and consistency across channels.
  • Support Technician for Adobe Campaign Classic
    Provided technical support on Adobe Campaign Classic, managing support tickets and adhering to SLAs to ensure timely and effective issue resolution.

High Profile Event Staff

Cranfield Jardine Limited
01.2013 - 01.2017
  • Client Relations and Engagement
    Welcomed and engaged high-profile clients during events, ensuring a positive first impression and fostering strong relationships.
  • Collaborative Requirements Gathering
    Collaborated with the Operations Manager to assess client needs and specifications for event planning, ensuring alignment with their expectations.
  • Event Coordination and Client Satisfaction
    Partnered with event organizers to create a safe and enjoyable environment for all clients, proactively addressing any concerns to ensure a seamless experience.

Education

BSc - Computer Science

Westminster University
London
09.2015 - 06.2018

GCSE and A Levels -

Woodbridge High School and Sixth Form
London
09.2007 - 06.2015

Skills

  • Adobe Campaign Expertise: Proficient in Adobe Campaign Classic and Standard; strong knowledge of Email Service Providers (ESPs) and Digital Experience Platforms (DXPs)
  • Implementation Management: Experience leading technical teams through implementation processes and defining high-level requirements for engineering
  • Technical Communication: Ability to manage conversations with customer technical teams and create effective help documentation and workflows
  • Programming Proficiency: Skilled in JavaScript and SQL for customization and enhancement of marketing solutions
  • Project Management: Process-driven, with a focus on adhering to schedules and agile methodologies
  • Customer Support: Passionate about providing tailored solutions and post-sales support to maximize product usage

Personal Information

Hobbies: Passion for computers and technology, Sports, movies, and video games, Learning about different cultures and nature, Special interest in astronomy and traveling for night skies

Timeline

Adobe Campaign Platform Lead

News UK
03.2022 - Current

Senior Technical Consultant

TAP CXM
01.2020 - 03.2022

Technical Consultant

TAP CXM
01.2018 - 01.2020

BSc - Computer Science

Westminster University
09.2015 - 06.2018

High Profile Event Staff

Cranfield Jardine Limited
01.2013 - 01.2017

GCSE and A Levels -

Woodbridge High School and Sixth Form
09.2007 - 06.2015

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Abdellah J'Bari