Hi, I'm Alec Rothman

Director of Product & Data Enablement

Currently leading a team of technical Product Managers, Data Scientists, and Data Engineers building Salesforce's Marketing Data Warehouse product. We're working with all the cool stuff - Snowflake, dbt, semantic layers, and even throwing some LLMs into the mix. The goal? Create rock-solid datasets that marketing folks actually want to use, whether they're analysts crunching numbers, engineers building tools, or data scientists training models.

I spend my days juggling product vision with practical execution, making sure we're not just building datasets, but building the right datasets. It's a lot of collaboration with other leaders across Salesforce, trying to push the envelope on how we use data and algorithms internally. Also get my hands dirty with Tableau, building dashboards that help us keep an eye on our data pipelines and quality testing - because nobody likes unreliable data!

Director of Analytics

Ran point on data insights for Salesforce's technical audience - the developers, builders, and Trailblazers that make the ecosystem tick. Built and maintained all sorts of data goodies: pipelines in Airflow, SQL transformations, and Tableau dashboards that helped us understand how people were actually using our platform. My proudest achievement? Connecting the dots between technical documentation, learning tools, and actual revenue through some serious number-crunching with our data science team.

Director of Marketing Technology

Orchestrated the marketing tech strategy across Salesforce's ecosystem. Took our successful first-party data products and spread them across the company, helping connect the dots in our complex digital landscape. Got my hands dirty building custom tools to tackle marketing analytics challenges and fill gaps in our tech stack. Also helped expand our ETL / ELT pipeline game to squeeze value out of every dataset we could find.

Marketing Technology Manager

Started my Salesforce journey at Heroku, where I owned the marketing tech strategy. Built out Looker dashboards that actually made sense to people in Marketing, Product, and Security. Created predictive models to figure out which users were most likely to hit key milestones, which fed into our automation systems. Contributed to ELT infrastructure (LookML) to generate actionable business data and insights.

Principal Analytics Engineer

Built and maintained the analytics backbone for Autodesk's massive web presence - we're talking millions of monthly visitors across a global network of sites. My pet project was a custom browser extension that made everyone's lives easier when dealing with web analytics implementations. Here's the cool part: I architected the GDPR consent logic using Tealium that worked seamlessly across all of Autodesk's top-level domains, making sure user privacy preferences were respected globally. That implementation? It's still running on their websites today (last I checked), which is pretty wild to think about.

Beyond that, I got to play in the Account Based Marketing space, setting up real-time data systems for personalization. The whole time, my focus was on building scalable, compliant solutions that could handle enterprise-level traffic while respecting user privacy.

Senior Technical Web Analyst

Led the charge on modernizing our web analytics platform, making it more scalable and future-proof. Spent a lot of time in the pre-development trenches, prototyping and validating new designs to make sure we were building the right thing. Also played tech matchmaker, integrating all sorts of new services like Google Analytics and Adobe Analytics into our analytics ecosystem.