Brian Lam

MarTech Leader and Personalization Specialist

Senior marketing technology leader with a track record of building and scaling personalization programs across enterprise organizations. Experienced in driving cross-functional alignment between marketing, engineering, and data teams to deliver experimentation initiatives and improved KPIs. An early adopter of AI tools, with hands-on experience integrating them into marketing workflows to drive meaningful efficiency gains.

Experience

Cloudflare — Senior Manager, MarTech

May 2024 – May 2026 · Remote

  • Enabled personalization across multiple subdomains, sourcing data from the MarTech stack (Adobe RT-CDP, BigQuery, Demandbase).
  • Developed processes for QA and launch of all A/B and personalization activities.
  • Migrated from a client-side to server-side implementation to improve speed and security.
  • Supported analytics tracking for accurate measurement of personalization campaigns.
  • Automated steps of the campaign creation process via AI tooling, reducing time to build from 3 hours to 30 minutes.
  • Leveraged Cloudflare Workers and Zaraz for server-side tag management and personalization delivery at the edge.
  • Partnered with Engineering, Legal, and Privacy teams to ensure compliance with data handling and consent requirements (GDPR/CCPA).
  • Managed over 50 defined audience segments, along with ad-hoc segments, using firmographic and behavioral signals.

CVS Health — Senior Manager, MarTech

March 2023 – September 2023 · Boston, MA

  • Led and managed the implementation and adoption of marketing personalization technology solutions and systems for the entire CVS Health and Aetna enterprise across the MarTech current and target-state environments.
  • Build, prioritize, and maintain the flow of product backlog to ensure delivery and realize business value.
  • Led tool migration to Adobe Target to expand and enhance personalization capabilities and to deliver cost savings of over $800K.
  • Drive cross-functional business-IT strategy development, solution planning, site digitization, risk management, and relationship management.
  • Coach and mentor internal users including marketers and optimization strategists to improve campaign performance, utilize the proper tooling, and determine options for audience targeting.
  • Develop and oversee governance and usage of user licenses, internal onboarding to personalization tools, server calls, and growth marketing and CRO campaigns.

CVS Health — Digital Optimization Manager

May 2017 – March 2023 · Boston, MA

  • Owned conversion rate optimization (CRO) and web journey optimization across eCommerce and user enrollment flows.
  • Lead data analysis on A/B testing, supporting 10+ Agile product teams (100+ product marketers).
  • Managed A/B testing campaigns end-to-end: from concept, hypothesis building, implementation, to results reporting and recommendations.
  • Major initiatives included buy online and store pickup services; content ad monetization (15% increase on $8.5MM annually); delivery and subscription loyalty programs (6.5MM members).
  • Built user flow and journey maps to reflect user experience and to drive opportunities/identity risks.
  • Collaborated with Executive Leadership/C-suite, product leaders, designers, researchers, and engineers to address user pain points and optimize experiences.
  • Conducted product research, A/B testing, and competitor analysis.

Boston Globe Media — Senior Digital Analyst

March 2014 – May 2017 · Boston, MA

  • Created complex end-to-end digital marketing campaigns across Boston Globe and Boston.com.
  • Analyzed web analytics data with Adobe Analytics, BlueConic, and internal data sources to identify audiences and areas of opportunity to drive engagement and subscriptions.
  • Distilled site performance on 15MM visitors per month for a wide audience including C-suite, marketers, and the newsroom.
  • Automated data feed of top stories for ingestion into newsletter campaigns for continued reader engagement.
  • Developed Analytics strategy for website launches and refreshes. Proven ability to expand penetration of products and services into new markets, segments, and geographies.
  • Modeled performance of subscription drivers and created testing plans for optimizing growth.

Pongo Resume — Digital Analyst

June 2008 – December 2013 · Northborough, MA

  • Deployed and analyzed $15+MM marketing campaigns using Google Analytics, Adobe/Omniture SiteCatalyst, and internal systems (SQL).
  • Created executive dashboards for C-suite and product/marketing leads.
  • Conducted business analysis for procurement of $5MM business loan for continued company growth.
  • Responsible for optimizing current processes, defining customer experiences, and utilizing data to drive growth.

Education

Colby College

BA Economics & East Asian Studies · 2004 – 2008

Certifications

Skills

AI Tools
Opencode, Claude, Kimi, Gemini Studio
Analytics
SQL, Adobe Analytics, Adobe CDP, Google Analytics, Tableau, Power BI, Chartbeat
A/B Testing & Optimization
Adobe Target, Optimizely, VWO, User Testing
Project Management
Jira, Rally, Trello, Confluence, Asana
Design
Figma, Invision, Miro, Sketch