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THTarah Hendrix
Work

Case studies from both sides of the whiteboard — strategy, architecture, and the build.

Selected work across the marketing technology stack, data model, and lifecycle systems inside enterprise and high-growth B2B SaaS — from the architecture down to the configuration.

9 case studies

Systems Architecture

Restoring speed and reliability to a critical Salesforce–Marketo pipeline

Bulk data was riding the real-time Salesforce–Marketo sync built for individual record updates, compounding a backlog that averaged 24 hours and peaked past 90. Rebuilt the pipeline so bulk data reaches both systems directly and in parallel, and expanded its scope from Leads only to Leads and Contacts.

24h+ → <1haverage sync latency
Systems ArchitectureDemand GenerationReporting and Attribution
Campaign Operations

Growing campaign volume 300% while cutting build time in half

Built the templates, orchestration, and role-based controls that supported a 300% year-over-year increase in campaign volume — with a 50% reduction in build and approval time.

+300%year-over-year campaign volume
Campaign OperationsSystems Architecture
Campaign Operations

Making UTM compliance the default with a self-service governance app

Misconfigured tracking links were eroding attribution and turning Ops into a manual dependency. Designed a PowerApp that generates standardized campaign names, validates querystrings in real time, and enforces URL construction rules at the point of creation.

100%UTM compliance rate
Campaign OperationsAI and Process InnovationReporting and Attribution
Reporting and Attribution

Turning fragmented lead-source data into trustworthy attribution

Rebuilt a 200+ value lead-source taxonomy, automated assignment logic, and embedded governance into campaign intake to make funnel reporting trustworthy across inbound, outbound, partner, and referral motions.

30%reduction in lead-source misclassification
Reporting and AttributionSystems Architecture
Systems Architecture

Unifying fragmented customer identity into a compliant, marketable audience

Customer identity lived in four disconnected systems with 15K duplicate records and inconsistent consent tracking. Built a multi-tier verification framework, a product-to-Marketo integration with Engineering, and a GDPR-compliant opt-in program — without re-architecting the global MAP environment.

15Kduplicate customer records resolved
Systems ArchitectureLifecycle Management
Lifecycle Management

Rebuilding the intake layer so the funnel filtered instead of flooded

Contact-sales forms were admitting spam, students, and fake job titles as MQLs. Built four layers that now gate qualification: standardized job data, lead-to-account matching before CRM ingestion, automated quality controls at intake, and an AI validation layer for the ambiguous cases rules couldn't classify.

-30%junk MQLs reaching sales
Lifecycle ManagementAI and Process InnovationDemand Generation
Lifecycle Management

Replacing one global scoring model with portfolio-aware qualification

One global scoring model treated two different buyer portfolios as one. Rebuilt scoring as independent fit-and-behavior models per portfolio, then replaced the monolithic lifecycle workflow with one testable workflow per stage.

+25%increase in qualified MQLs
Lifecycle Management
AI and Process Innovation

Marti — a MarOps AI teammate

Built an AI teammate for Marketing Operations that lives in Microsoft Teams — answering process questions accurately, querying Asana for status and blockers, and creating campaign operations tickets directly. Two-agent architecture separates reasoning from action, a three-tier knowledge model routes every answer to one source, and anti-fabrication guardrails keep it from inventing process. The connector layer is built to extend beyond Asana, so new systems join as tools rather than rebuilds.

AI and Process InnovationSystems ArchitectureCampaign Operations
Lifecycle Management

Rebuilding nurture as a stage-based engine with a single-stream model

Replaced an unowned, undocumented nurture program with a stage-based nurture engine. Account-based single-stream enrollment as the structural innovation, with a three-layer eligibility model and a measurement framework tied to funnel and revenue impact.

Lifecycle ManagementDemand GenerationSystems Architecture