MarTech & Customer Data Architect
I design the systems that connect customer behavior to measurable revenue.
From CRM webhook routing to BigQuery pipelines to the executive dashboard, I build the data, automation, and integration architecture that turns customer journeys into decisions leadership can trust.
Trusted by teams at
Awesomely
Selected Quantified Outcomes
Case Studies
Three engagements where I designed the architecture connecting customer behavior to measurable business outcomes.
Unifying the Customer Journey: Website, CRM Automation & Executive Dashboard
Webhook-based CRM routing, an executive marketing dashboard, and an LLM assistant that triages conversations automatically.
Read case studyBusiness-Context Dashboards for the High-Value Buyer Journey
An ETL pipeline and Sigma dashboards giving leadership a governed view of the five-figure buyer journey.
Read case studyAwesomelyClosing the Attribution Gap: 60% to 98% Ad-to-Landing-Page Coverage
Rebuilt the attribution slug system across Meta, Google & TikTok, taking coverage from 60% to 98%.
Read case studyArchitecture & Implementation Competencies
The layers I work across, from the automation that moves the data to the reporting leadership actually reads.
Backend Automation
Python services and scripts that keep lead routing, ETL jobs, and reporting pipelines running without manual intervention.
BigQuery & SQL
Advanced SQL, schema design, and BigQuery pipeline architecture — from bronze/silver/gold layering to query and cost optimization.
Data Engineering
ETL/ELT pipeline design, data modeling, validation, and observability that turn scattered systems into a governed source of truth.
MarTech & CRM
CRM lead routing, webhook integrations, and customer journey architecture across CRM platforms and marketing automation tools.
Platform Integrations
API integrations across ad platforms (Meta, Google, TikTok), analytics (GA4, GTM), and BI tools (Sigma, Power BI, Looker Studio).
Reliability
Resilient service behavior, error handling, and monitoring so pipelines and integrations degrade gracefully instead of failing silently.
Experience
MarTech & Customer Data Architect who designs the data, automation, and integration systems connecting customer behavior to measurable revenue — from the website and CRM webhooks, through BigQuery pipelines, to the executive dashboard.
Analytics Engineer
Contract- Built an ETL pipeline and advanced SQL data models in BigQuery to consolidate the full journey of five-figure buyers, from first engagement through match outcomes.
- Designed Sigma dashboards giving stakeholders a governed, business-context view of buyer stage, engagement, and outcomes — replacing ad hoc reporting with one source of truth.
- Conducted a website audit to close tracking and data-quality gaps feeding the pipeline.
MarTech Engineer
- Tied together the full customer journey — website, webhook-based CRM lead routing, and an executive marketing dashboard consolidating PPC, SEO/AEO, and email metrics alongside inbound/outbound marketing performance — rolled up into leads-gathered, product buckets, and renewals-vs-active-vs-legacy segmentation.
- Designed and implemented an LLM chatbot assistant that routes conversations to customer service, advises on product fit before handing off to sales, and routes deep technical questions to engineering — logging customer context and full transcripts back into the CRM automatically.
- Built backend automation and resilient service behavior to keep lead routing and reporting pipelines running without manual intervention.
Data Engineer
Contract- Audited and rebuilt the landing-page attribution slug system tying each page to its source ad, taking coverage from 60% to 98% across Meta, Google, and TikTok.
- Reconciled spend vs. revenue vs. product for each campaign using the rebuilt attribution data.
- Consolidated 6 fragmented marketing data sources (ClickFunnels, AnyTrack, HevoData, Google, Meta, TikTok) into a governed bronze/silver/gold BigQuery pipeline, cutting processing overhead ~20%.
Marketing Technology Manager
- Owned KPI and data architecture across an enterprise stack spanning Salesforce, GA4, GTM, Drupal, and Power BI.
- Bridged sales and marketing data silos with unified data models, improving marketing ROI visibility.
- Cut manual ad-reporting effort ~40% by moving to server-side tracking.
Marketing Data Analyst
- Replaced manual reporting chaos with automated, trustworthy funnel attribution via Python and SQL, cutting manual reporting effort ~60%.
- Built real-time funnel attribution through HubSpot CRM integration.
- Delivered executive-level data clarity presentations for stakeholder decision-making.
MarTech Engineering Consultant
- Designed a relational schema and built a Python/SQL ETL pipeline, building the data backbone for lead-to-job operations from scratch over a 2.5-year engagement.
- Cut manual data entry 70% through automated CRM and lead-to-job integration.
- Shipped live Power BI / Looker Studio dashboards, replacing static, stale reporting.
Education & Certifications
Contact
Open to full-time MarTech & Customer Data Architect roles. Reach out directly.
Tay Payton
MarTech & Customer Data Architect