Marketing technology should make things easier — for teams and for customers. From automation platforms and CDPs to analytics and reporting tools, a well-managed tech stack creates clarity, scale, and smarter marketing. But technology alone doesn’t drive results — strategy, governance, and thoughtful integration do.
I’ve worked with a variety of engagement platforms and CRMs—including Salesforce Marketing Cloud, HubSpot, Marketo, and Braze—to orchestrate multi-channel campaigns at scale. But what really matters is how each component connects to the rest of the ecosystem: how audience data flows from a CRM or CDP, how journeys adapt based on real-time signals, and how performance is measured end-to-end. That kind of orchestration doesn’t happen by accident—it’s the result of thoughtful planning, smart integrations, and a whole lot of cross-team alignment.
Stack management isn’t just about shiny new tools—it’s also about knowing when to consolidate, how to train internal teams, and when to sunset redundant platforms. At MPOWER, I led platform audits that resulted in a 17% reduction in operational costs by consolidating underused systems and streamlining campaign workflows. We implemented documentation, training programs, and approval processes that allowed marketers to move fast—without breaking things.
MarTech stacks don’t work in isolation—they thrive when supported by clean, well-modeled data. Without strong data architecture (think: relational extensions, API-enabled flows, clear attribution structures), even the most powerful engagement tools lose their edge. I’ve learned that aligning platform strategy with data strategy—early and often—is what unlocks the kind of marketing that’s both personal and scalable.