Hi, I'm Alec Rothman

Director of Product & Data Enablement

Currently leading teams building Salesforce's Marketing Data Warehouse product, delivering dozens of foundational Snowflake datasets using dbt, Airflow, and semantic layers. We even created an Analytics AI Agent pilot that accelerated marketing program execution by 50%+! The goal? Create rock-solid datasets spanning Web, Campaigns, Paid Media, Events, Pipeline, Budget, and Product Usage that marketing folks actually want to use.

I spend my days juggling product vision with practical execution, making sure we're not just building datasets, but building the right datasets with 100% uptime availability and trustworthiness. 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 contributed to Marketing's migration of 100% of source data from legacy systems to Snowflake, reducing operational costs while increasing accessibility and reliability of key data for decision making.

Director of Analytics

Developed dimension and metric feature stores used by data scientists to show that 77% of the $10B Annual Order Value growth stems from retained accounts with Trailblazers. My team also unified 20M+ Trailblazer profiles across learning, community, and technical audience platforms - metrics that are shared regularly on public company earnings calls. 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.

Director of Marketing Technology

Built and implemented a custom application leveraging AWS Redshift and Kinesis that delivered fully cross-domain web analytics across 12 Salesforce websites (4.5M+ monthly visitors), showing 10-15% overlap for all traffic and 30%+ overlap for traffic from US-based companies. 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 designing a cross-domain experience that achieved a 151% increase in user signups for an India-focused developer program. Also helped expand our ETL / ELT pipeline game to synthesize customer lifecycle data from disparate sources.

Marketing Technology Manager

Started my Salesforce journey at Heroku, where I owned the marketing tech strategy for 700K+ monthly users. Developed data science feature sets and produced a predictive algorithm for Security to identify potential abuse at sign-up, which outperformed third-party services by 89% for high-risk segments. Built Looker dashboards to visualize user acquisition performance across 100K+ monthly sign-ups. Contributed to ELT infrastructure by developing LookML semantic data models to generate actionable business insights.

Principal Analytics Engineer

Architected and implemented a scalable, GDPR-compliant enterprise web analytics platform serving 20M+ monthly visitors across global websites and applications, generating 90M+ monthly page views. My pet project was a custom browser extension leveraged by hundreds of monthly active users that increased organizational velocity of enterprise 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.

Beyond that, I got to play in the Account Based Marketing space, setting up real-time use of first-party, account-based data 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 foundational web analytics platform upgrades, making it more scalable and future-proof. Executed new designs to deliver products of maximum value through a multi-stage, pre-development process. Also played tech matchmaker, integrating services like Google Analytics and Adobe Analytics as well as data enrichment services, optimization tools, and voice-of-customer platforms into our analytics ecosystem.