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Felipe Sosa

@felipesosa

Salesforce Data Cloud and Marketing Cloud architect at Orange Digital CX, who packaged an RFM customer-value model for segmented campaigns.

Mexico

Message

At Orange Digital CX, I design Salesforce Data Cloud and Marketing Cloud solutions for enterprise accounts across hospitality, financial services, and retail. I built an RFM customer-value model in Data Cloud and activated it in Marketing Cloud for segmented campaigns; it is now packaged as a repeatable offering.

I also build AI automations with Claude and Agentforce, including work that cut a large configuration project’s time by 80%. Previously, I led 11 Marketing Cloud specialists and helped deliver a Black Friday / Buen Fin campaign that reached 116% of its revenue target two weeks early.

Experience

Work history, roles, and key accomplishments

Current

Solutions Technical Architect - Salesforce Marketing Cloud & Data Cloud

Current

Orange Digital CX

Jan 2026 - Present (10 months)

Technical lead for Salesforce Data Cloud (Data 360) and Marketing Cloud implementations across multiple enterprise accounts in hospitality, financial services and retail.

- Solution architecture, technical discovery and scoping for Data Cloud, Marketing Cloud Engagement, Marketing Cloud Next and Agentforce projects
- Designed and built an RFM customer-value model in Data Cloud (calculated insight

Marketing Operations Role Leader - Salesforce Marketing Cloud

Orange Digital CX

Jul 2025 - Jan 2026 (6 months)

Led the Salesforce Marketing Cloud operations team, owning campaign delivery, quality and team performance across multiple enterprise accounts.

- Led a team of 11 Marketing Cloud specialists: hiring, technical interviews, 1:1s, performance reviews and KPIs
- Designed the SFMC career path with objective criteria per level (Journey Builder, AMPscript, WhatsApp, API events, reporting)
- Owned brand

Salesforce Marketing Cloud Consultant

Orange Digital CX

Dec 2024 - Jul 2025 (7 months)

Salesforce Marketing Cloud and Account Engagement (Pardot) implementation and consulting for enterprise brands in hospitality, QSR, sports, financial services, manufacturing and retail.

- Designed and implemented customer journeys and always-on programs with Journey Builder, Automation Studio, AMPscript and SQL
- Implemented Salesforce Account Engagement (Pardot) from scratch for a B2B manufactur

Salesforce Marketing Cloud Administrator

Orange Digital CX

Feb 2024 - Dec 2024 (10 months)

Salesforce Marketing Cloud Engagement administration for enterprise accounts at a Salesforce consulting partner.

- Configured business units, data extensions, Contact Builder data models, segmentation and filters
- Set up WhatsApp, SMS and push channels, plus IP warming plans for high-volume email sending
- Built email campaigns with AMPscript and HTML, focused on personalization and deliverabili

Marketing & E-commerce Coordinator

Risk Top Tactical

May 2022 - Jan 2024 (1 year 8 months)

Owned e-commerce strategy and operations for a retail brand, connecting digital marketing, CRM and customer experience with sales goals.

- +81% online store revenue through paid search optimization, catalog restructuring and conversion rate improvements
- Strategic partnerships with DHL, Mercado Pago and Kueski for faster fulfillment and installment payments
- -20% shipping costs through vendor e

Paid Media Specialist

Clickplan [TheInboundAgency]

Dec 2020 - May 2022 (1 year 5 months)

Performance marketing and paid media at an inbound marketing agency.

- Managed bidding strategy and budget allocation across Google Ads, Google Display Network and LinkedIn Ads against ROAS and CAC targets
- Ran the creative pipeline for performance campaigns: asset briefs, design coordination, A/B testing and iteration to improve CTR and conversion rate
- Campaign performance analysis and report