Guillermo Muñoz
All work

02 / 09

Email Digital Brief System

Killed the briefing spreadsheet. Replaced it with a platform.

Role
Product Owner & Solution Architect
Context
Emirates, via Merkle, 2025
Stack
Salesforce Marketing Cloud, Cloud Pages, SSJS, AMPscript, REST APIs

EDBS — narrated walkthrough

The problem

Campaigns were briefed in scattered spreadsheets, then manually rebuilt inside the platform — slow, error-prone, and gatekept behind SFMC expertise. Visibility and governance were effectively zero.

What I did

  1. 1Owned both business vision and technical architecture as Product Owner and solution lead.
  2. 2Centralised campaign management through a dashboard, calendar view, secure login and structured briefing flows.
  3. 3Enabled real-time preview of email output during briefing and approval stages.
  4. 4Automated content, email and segmentation creation in Salesforce Marketing Cloud through API integration.

Outcome

  • 110+ campaigns shipped through EDBS across 31 languages — in production every week.
  • Campaign build time cut from ~3.5 hours to ~20 minutes; roughly 350 hours of build work saved so far.
  • End-to-end campaign creation without users ever entering Marketing Cloud.

Gallery

01 / 044 images
01Home dashboardThe campaign workspace — calendar, status and every brief in one governed place.
02Structured briefThe guided briefing flow that replaced the old Excel sheet, capturing everything needed to build.
03Campaign set-upConfiguring a campaign's audience and parameters before it's pushed to Marketing Cloud.
04Content editor + live previewEditing email content with a real-time preview of the rendered output.
Next projectQA AgentPre-flight checks for high-volume email, automated.