Senior Associate, CDP Operations Specialist

About the Role:

The Customer Data Platform (CDP) Operations Specialist plays a critical role in enabling personalized, data-driven customer engagement across Amgens omnichannel ecosystem. This position is responsible for building, managing, and optimizing audience segmentation and activation through Salesforce CDP (Data Cloud), ensuring customer profiles are unified, reliable, and actionable for marketing campaigns. The role partners closely with marketing, data, and operations teams to design, test, and deliver advanced segmentation strategies that fuel personalized engagement journeys across email, SMS, digital advertising, and other channels.

The ideal candidate has expertise in customer data platforms, CRM ecosystems, and campaign operations, with hands-on experience in Salesforce Data Cloud. Success requires a strong technical foundation in data segmentation, an understanding of data governance, and the ability to collaborate with cross-functional stakeholders to translate business needs into actionable data-driven campaigns.

Key Responsibilities:

• Build and manage audience segmentation and activation using Salesforce Customer Data Platform (CDP), Data Cloud, to enable personalized, data-driven campaigns.
• Configure and validate data source trust, identity resolution, and profile stitching rules within Salesforce Data Cloud to ensure accurate and unified customer profiles.
• Collaborate with data engineering and analytics teams to maintain scalable, reliable data pipelines feeding into CDP.
• Implement audience governance frameworks to ensure data privacy, compliance (e.g., CAN-SPAM, CCPA, GDPR), and consistency in audience usage.
• Support campaign orchestration by defining entry criteria, decision splits, and activation logic tied to unified CDP segments.
• Conduct QA and UAT of CDP audiences and integrations to validate accuracy, coverage, and expected campaign performance.
• Monitor segment performance, activation trends, and data flows, providing insights and recommendations for optimization.
• Stay current on Salesforce CDP enhancements, features, and best practices, contributing to continuous improvement and knowledge sharing across the organization.
• Manage Data Lake Object (DLO) -to-Data Model Object (DMO) mapping to ensure seamless alignment between ingested data and the business-ready canonical model.
• Support new data ingestions in collaboration with the DTI team, ensuring data integrity and scalability.
• Oversee data transformation monitoring and maintenance within CDP, proactively addressing errors or inefficiencies.
• Drive identity resolution processes to unify customer records across systems.
• Ensure the DMO layer is business-ready by validating that fields, objects, and naming conventions are meaningful to business users.
• Partner with the Campaign Execution team to resolve technical challenges in segmentation and activation, ensuring smooth downstream execution.
• Facilitate cross-functional issue resolution, coordinating between business, data engineering, and tech teams to address blockers and ensure timely delivery.

Qualifications:

• Masters degree with 5+ years of relevant experience in Marketing Technology, CRM, Data Analytics, Computer Science, or related field; OR
• Bachelors degree with 5+ years of relevant experience;
• Strong understanding of digital compliance, web accessibility, and regulated industry standards.
• Excellent communication, stakeholder management, and project delivery skills.

Preferred Experience:

• Pharmaceutical or healthcare sector experience.
• Familiarity with Agile methodologies and sprint-based delivery.
• Working knowledge of Salesforce Marketing Cloud or other CRM platforms.
• Technical understanding of web architectures, APIs, and performance optimization.

Functional Skills:

Must-Have Skills:

• Hands-on experience with Salesforce CDP (Data Cloud) for segmentation, audience management, and activation.
• Familiarity with Salesforce Marketing Cloud (Journey Builder, Automation Studio, Email Studio, Mobile Studio, Advertising Studio).
• Proficiency in SQL/SOQL and understanding of data structures in CRM and CDP environments.
• Knowledge of data privacy, governance, and compliance standards in the U.S. (e.g., CAN-SPAM, CCPA, GDPR).

Good-to-Have Skills:

• Exposure to identity resolution concepts and methodologies.
• Experience integrating CDP segments into multichannel orchestration tools.
• Familiarity with marketing analytics tools and data visualization platforms.
• Experience working in agile methodologies and sprint planning processes.

PROFESSIONAL CERTIFICATIONS

• Preferred Salesforce Data Cloud Consultant certification.
• Preferred Salesforce Marketing Cloud certifications (e.g., Marketing Cloud Email Specialist, Marketing Cloud Consultant, Marketing Cloud Developer).

SOFT SKILLS

• Strong analytical and problem-solving skills with attention to detail.
• Excellent communication and collaboration skills; partner with technical/non-technical stakeholders.
• Effective organizational skills with the ability to manage multiple initiatives simultaneously.
• Demonstrated ability to thrive in a fast-paced, agile environment.
• Strong presentation skills to communicate CDP insights and operational results to stakeholders.