About Shiladitya Adi
I am a CRM & Customer Data Transformation Consultant with 19+ years of experience delivering CRM, Customer Experience (CX), and Marketing Automation projects across Europe. I help enterprises modernize customer engagement by designing and implementing data-driven CRM systems, Customer 360 solutions, and omnichannel customer journeys.
My core expertise includes CRM transformation, Salesforce CRM, Salesforce Marketing Cloud, Customer Data Platforms (CDP), and marketing automation strategy. I specialize in customer journey design, customer segmentation, lifecycle management, and campaign orchestration across email, mobile, and digital channels.
I work at the intersection of business and technology, translating business requirements into scalable CRM architectures, data models, and Agile delivery roadmaps. I collaborate with marketing, sales, service, data, and IT stakeholders to define requirements, manage backlogs, and support product ownership activities, including MVP definition and sprint delivery.
I have strong experience in GDPR-compliant data governance, customer data integration, API-based system integration, and enterprise CRM modernisation. I have delivered projects in regulated industries including life sciences, banking, travel, retail, and telecommunication, where compliance, scalability, and customer experience are critical success factors.
Based in Germany, I work fluently in English and German and support international teams across Europe in complex CRM and customer data transformation programmes.
Hindi
Native or bilingual
English
Fluent
German
Fluent
Hungarian
Basic
Remote only
Primarily works remotely
Experience
- adesso SESenior Consultant / Functional ArchitectDIGITAL AND ITJuly 2025 - December 2025 (5 months)Frankfurt, HE, Germany
- Led discovery and consulting engagements for Salesforce Data Cloud and Marketing Cloud initiatives, partnering with SAP, Marketing, Sales, Service, and IT stakeholders to define business objectives, customer engagement strategies, and transformation roadmaps.
- Facilitated cross-functional workshops, stakeholder interviews, and end-to-end business process analysis to identify operational gaps, improve customer journeys, and define future-state CRM and customer data operating models.
- Designed target-state Customer 360 and CRM architectures, including business process models, customer journeys, use cases, data structures, integration concepts, and cross-system data flows.
- Advised business stakeholders on customer engagement strategies, defining use cases for customer acquisition, retention, cross-sell, upsell, and lifecycle optimisation across digital and offline channels.
- Defined segmentation, personalisation, and customer lifecycle fthat enableds enabling data-driven marketing execution and improved campaign effectiveness.
- Translated business and functional requirements into structured Agile artefacts including epics, user stories, acceptance criteria, MVP scope, and release planning documentation.
- Managed and prioritised product and delivery backlogs in Jira, supporting Agile teams through sprint planning, refinement, delivery coordination, testing cycles, and business validation.
- Designed customer and campaign data models enabling scalable audience activation, omnichannel marketing execution, consent management, and real-time customer engagement.
- Supported design and optimisation of marketing automation journeys, email communication frameworks, and campaign orchestration models aligned with business KPIs.
- Provided strategic advisory on Customer 360, data governance, and GDPR-compliant customer data usage, ensuring alignment between business objectives, regulatory requirements, and technology investments.
- SalesfiveSenior ConsultantDIGITAL AND ITJanuary 2024 - June 2025 (1 year and 5 months)Germany
- Led end-to-end discovery and requirements engineering for Salesforce Sales Cloud and Marketing Cloud transformation programmes, aligning Marketing, Sales, Data, and IT stakeholders with business outcomes and customer engagement goals.
- Conducted current-state analysis and business process assessments to identify optimisation opportunities, system gaps, and data integration requirements across CRM and marketing ecosystems.
- Designed target-state solution architectures, including customer journeys, business process models, use cases, data models, and integration concepts, that aligned with commercial objectives and customer lifecycle strategies.
- Facilitated cross-functional workshops, including discovery, backlog refinement, sprint planning, and delivery alignment sessions, to ensure continuous stakeholder alignment.
- Translated business needs into structured agile artefacts, including epics, user stories, acceptance criteria, and test scenarios that supported CRM initiatives.
- Managed and prioritised Jira backlogs in Agile environments, supporting delivery teams across development, testing, release and planning.
- Advised clients on Marketing Cloud capabilities, defining use cases for customer acquisition, retention, cross-selling and personalised omni-channel engagement strategies.
- Designed customer data and segmentation models, lifecycle management, and data-driven campaign optimisation.
- Supported implementation of customer journeys, automated campaign workflows, email templates, and marketing automation frameworks across digital channels.
- Collaborated with technical teams to define integration requirements between enterprise CRM systems, data platforms, and analytics tools.
- Established GDPR-compliant consent management and customer data governance frameworks across CRM and marketing environments.
- Acted as a trusted advisor to senior stakeholders, supporting CRM strategy, digital transformation initiatives, and optimising customer engagement.
- FLOYT MobilitySenior ConsultantDIGITAL AND ITJanuary 2020 - December 2023 (3 years and 11 months)
- Led cross-functional discovery workshops with Marketing, Sales, Customer Service (Zendesk), and IT stakeholders to define business requirements for migration from legacy CRM and marketing platforms to Salesforce Sales Cloud and Marketing Cloud.
- Analysed end-to-end business processes, customer journeys, and system landscapes to define future-state CRM operating models and customer engagement strategies aligned with business objectives.
- Designed and optimised CRM and marketing processes across Sales Cloud and Marketing Cloud, ensuring seamless integration with the Data Warehouse and Zendesk to enable unified customer engagement.
- Translated business requirements into structured Agile delivery artefacts including epics, user stories, acceptance criteria, MVP scope, and release plans.
- Designed functional CRM and customer data solutions covering customer data models, integration architectures, consent management frameworks, and marketing automation capabilities.
- Collaborated with business, data, and technical stakeholders to align CRM, customer data, and marketing capabilities across enterprise ecosystems.
- Implemented Salesforce Marketing Cloud solutions using Journey Builder, Email Studio, Mobile Studio, and Automation Studio to enable acquisition, retention, loyalty, and reactivation campaigns.
- Defined segmentation models, campaign data structures, personalisation strategies, and customer lifecycle journeys based on transactional and behavioural data.
- Supported the design and optimisation of automated marketing journeys, dynamic email communications, A/B testing frameworks, and campaign performance monitoring.
- Delivered end-to-end system integrations between Salesforce, Zendesk, Data Warehouse, and external marketing platforms to enable customer insights, reporting, consent management, and omni-channel engagement.
- Supported testing, deployment governance, user training, and post-go-live adoption activities to ensure successful platform rollout.
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Education
- Master of Science - MSBirla Institute of Technology and Science2014Master of Science - MS
- Bachelor of Technology (B.Tech.)University of Calcutta2003Bachelor of Technology (B.Tech.)
Certifications
- Data Bricks FundamentalsDatabricks2026
- Salesforce Certified Data 360 ConsultantSalesforce2024