Enterprise Architecture
Designing governed Salesforce ecosystems where Marketing Cloud, Sales Cloud, and Service Cloud patterns hold up under real enterprise load.
About
Background
Over 15 years I have worked in marketing technology and platform architecture—designing Salesforce landscapes, untangling data strategy, and shipping email and automation programs that cannot afford to break. I have worked across geographies and industries, from a small counselling practice to large banks and telecom.
I am a Senior Platform Architect at Merkle, working on Salesforce Marketing Cloud and multi-cloud programs for enterprise clients. Outside that work, I build side projects like DataViews.pro, ClipApply, and SubletShield with Cursor and agent frameworks, publish SFMC notes on this site, and document what I learn—not as marketing copy, but as notes for other practitioners.
Based in Waterloo, Ontario (Kitchener-Waterloo region).
- 15+ years in platform architecture
- 19 Salesforce certifications
- SFMC writing · side projects · tools
How this site came to be
For years I wrote technical articles on SFMC and digital marketing on a Blogger site I had kept for over a decade—at ujjwaltiwari.ca. The design was dated, and I tried customizing it more than once. I never quite got it to look or work the way I wanted.
Since late 2025 I have been experimenting with AI and vibe coding: setting up local models in LM Studio and Ollama, learning agentic frameworks, and trying to see what was actually possible. Then I started using Cursor—and picked up Claude Code and Cowork along the way. It has been a wild ride.
Build stories, open-source SFMC packages, local SEO utilities, and SubletShield—a rental risk checker for Waterloo students—all needed a home. So I rebuilt the site from scratch and moved the blog here. SFMC how-tos sit next to build logs because that is what the work looks like now.
Why I write and build publicly
Architecture changes when the tools change. I document that shift—from multi-cloud Salesforce programs to agentic workflows built with CrewAI, n8n, and Agentforce—always with observability and human judgment in the loop.
My background spans search engine optimization, lead generation, growth marketing, email automation, Salesforce core, Marketing Cloud, and agentic AI. If a pattern or tool helps you ship faster in your own context, that is the point.
Domains I work in
Areas I work in and write about—the problems I know deeply, not a fixed services menu.
Data Strategy
Unified customer models, Data Cloud activation, and consent-aware pipelines that keep personalization honest and measurable.
Multi-Cloud Design
Integration topologies across clouds and adjacent systems—where resilience, observability, and team autonomy meet.
Technical SEO & Local Growth
Semantic structure and AI-readable content so small businesses and enterprises strengthen discoverability and revenue paths.
Want to compare notes?
SFMC question, feedback on a tool, or something from the blog you want to discuss—browse the projects and articles, or send a message.