Aslihan "Ashley" Ayan Harvell

TIAA

I successfully transformed TIAA's marketing automation landscape, driving measurable improvements in engagement and conversions.  

- Guided and mentored a team of Salesforce Marketing Cloud practitioners, promoting a culture of experimentation, technical mastery, and innovation by modeling a hands-on, practitioner mindset in campaign design and platform optimization.

- Designed and operationalized an audience and email performance data framework by collaborating with senior business and technology stakeholders, improving visibility, governance, and alignment between marketing performance and business outcomes.

- Maximized ROI of the MarTech stack, centered around Marketing and Sales Cloud, by designing and implementing automation experiences that directly supported business goals for personalization, engagement, and measurable outcomes across all digital and in-person channels.

- Standardized the operational handoff for core marketing programs by managing change communication to Sales and Account teams, driving clarity and effective cross-functional execution.

- Continuously analyzed trends and innovations in marketing automation and lead nurturing to proactively enhance campaign design, journey orchestration, and client engagement performance.

- Drove efficiency and alignment by identifying and resolving platform usage gaps; implemented solutions that enhanced campaign execution and client engagement through hands-on leadership and cross-functional collaboration.

Sr. Director Marketing Automation

JPMorgan Chase & Co.

I successfully led the MarTech initiatives at JPMorgan Chase & Co., driving substantial improvements in marketing operations and client engagement.  

- Strategically owned the MarTech roadmap, driving platform capability progression and tool adoption to support marketing initiatives and deliver measurable business impact directly.

- Directed the entire lifecycle of MarTech investments, including contract negotiation, performance evaluation, and budget allocation, optimizing investments to maximize platform utilization and overall marketing ROI. 

- Ensured seamless integration and data flow across the MarTech stack, Sales, Web, and Customer Success tools, using data expertise to enhance client touchpoint aggregation and guide new technology implementation. 

- Acted as the strategic bridge between Marketing, IT, Sales, and Data Science, translating complex requirements into actionable plans to ensure complete functional alignment and effective execution.

VP, Martech

I spearheaded innovative marketing automation initiatives that transformed client engagement and operational efficiency.  

- Elevated organizational delivery standards by leading and mentoring a team of Marketo specialists, modeling a hands-on, practitioner-led approach to project governance that instilled a culture of timely execution, client-focused innovation, and process excellence across all deployments.

- Facilitated and aligned Marketing, Partner, and Field teams to execute automated lifecycle and engagement campaigns, directly enhancing campaign efficiency and ensuring seamless cross-team alignment.

- Directed governance and compliance, establishing both a documentation framework for all marketing automation workflows and rigorous data governance policies (GDPR, CASL, CAN-SPAM), to mitigate legal and operational risk while ensuring the scalability, optimization, and data accuracy of all campaigns.

- Instituted an enterprise-wide Marketo Center of Excellence (COE) to standardize training and sustained knowledge transfer, ensuring consistent adoption and optimal leverage of the Marketo investment to support strategic objectives.

VP, Marketing Automation

DemandGen

I provided strategic solutions that elevated clients' marketing automation and reporting capabilities.  

- Partnered with clients to design and execute end-to-end automated buyer journeys, incorporating scoring, nurture streams, and lead routing to increase engagement and optimize the customer experience.

- Diagnosed inefficiencies within Marketo and Salesforce Sales Cloud workflows and recommended targeted optimizations to improve campaign execution quality, boost workflow efficiency, and deliver quantifiable reductions in operational costs.

- Provided expert guidance on database optimization, focusing on key areas like segmentation strategy and data cleansing, to enhance marketing operational efficiency and maintain the integrity of campaign data.

- Developed strategic reporting frameworks and closed-loop analytics for clients, establishing KPIs and dashboards that significantly improved operational visibility, campaign tracking, and overall marketing profitability.

- Clients: PODs, NetApp, HashiCorp, Fleetcor, Anaplan, and Braze

Senior Solutions Architect

RealPage, Inc.

I drove marketing automation strategies that transformed operational efficiency and team dynamics.  

- Drove high-velocity, reliable automation pipelines by leading a team of Marketo practitioners, modeling a practitioner's approach that increased deployment frequency and reduced critical bugs by fostering a culture of technical excellence and innovation.

- Developed and operationalized scalable processes and calendars for in-person and digital marketing campaigns to align cross-functional teams and optimized communication frequency, leading to significant improvements in efficiency, engagement, and conversion outcomes.

- Unified Sales and Marketing operations through integrated MarTech solutions, significantly improving data quality and lead management to strengthen cross-functional collaboration and reporting consistency, leading to demonstrable gains in overall performance.

Senior Manager, Marketing Automation

Demand Spring

I successfully enhanced marketing operations by optimizing technology stacks and implementing best practices for clients.  

- Audited and re-engineered clients’ Marketo systems—focusing on automation workflows, data integrity, and cross-platform integrations—to maximize lead management efficiency and elevate campaign performance.

- Directed the implementation of governance frameworks and best practices for MarTech, successfully standardizing technology usage, maximizing platform scalability, and streamlining operational marketing workflows.

- Empowered clients’ strategy and content team to easily launch and maintain diverse programs (operational, event, drip, nurture) by creating high-performance automation templates that improved workflow efficiency and campaign ROI.

- Analyzed and presented complex MarTech data on lead and campaign performance results to senior leadership, translating insights into clear, actionable recommendations that informed and guided key strategic decisions.

- Clients: BNY Mellon Corporate and Investment Services, Staples, Canon, Four Seasons, Vidyard

Senior Marketing Technology Consultant 

ID90 Travel

I successfully transformed marketing strategies at ID90 Travel, leading to measurable improvements in performance.  

- Leveraged Birst BI to extract and visualize customer behavior patterns and transaction trends, translating data insights into targeted Marketo campaigns and automated nurture workflows that optimized engagement across key segments and accelerated revenue opportunities

- Advised executive leadership on marketing program performance through comprehensive reporting on new lead acquisition, nurture stream effectiveness, and campaign ROI—providing strategic guidance on offer optimization and budget reallocation to accelerate revenue growth

- Established performance benchmarking frameworks across destination markets, booking channels, and travel products (tours, packages, accommodations), identifying high-converting strategies and seasonal trends that informed best practice playbooks for global marketing teams

Senior BI / Marketing Manager

ReachLocal

I successfully drove online marketing initiatives that resulted in substantial revenue growth and improved conversion rates.  

- Directed integrated digital acquisition strategy leveraging SEM, display advertising, and automated email nurture programs through Marketo—driving measurable improvements in booking funnel conversion rates and channel ROI through continuous testing and optimization

- Drove revenue growth across Marketo and Salesforce through data-driven conversion optimization, deploying systematic A/B testing frameworks across digital touchpoints that increased customer acquisition efficiency and accelerated pipeline velocity

Online Marketing Manager

System ID Warehouse

I successfully led e-marketing strategies that transformed our digital footprint and engagement metrics.  

- Maintained and optimized systemid.com and other microsites' content and site architecture, resulting in increased organic traffic and conversion

- Monitored and analyzed AIDC market search habits, competitor websites, and search engine marketing trends to drive strategic SEO direction and inform resource allocation decisions

- Developed a social media marketing plan that enhanced branding, created a competitive advantage, and increased traffic and ranking for systemid.com

- Designed, developed, and executed triggered email campaigns for first-time buyers, retention, and lead generation, enhancing customer engagement

- Managed relationships with outside consultants and internal personnel, including IT and product managers, to ensure cohesive project execution

- Led the Web Content Management System implementation project, successfully coordinating efforts for a Q2 2012 release

e-Marketing Lead

Thru

I played a pivotal role in enhancing Thru's digital presence and marketing effectiveness.  

- Designed, developed, and maintained the corporate website to align with the organization's vision, ensuring compatibility across browsers and platforms using Dreamweaver, MS Access, and Flash.  

- Monitored site performance with Google Analytics to enhance user experience

- Developed and maintained the corporate intranet site using Microsoft Office SharePoint Server, improving internal communication and resource accessibility

- Designed, developed, and maintained interactive marketing tools and collateral for product launches, campaigns, and targeted programs utilizing Flash, Photoshop, and Illustrator.

- Designed, developed, and executed monthly customer retention e-newsletters and lead nurturing email campaigns, and quarterly partner e-newsletters utilizing ConstantContact and Campaignerpro.

- Collaborated with key constituents to plan and execute comprehensive integrated marketing plans (strategic and tactical) that nurture and grow the customer, lead, and partner base; generate brand awareness and demand.

- Identified and executed areas for improvement across the organization, working closely with sales, operations and marketing.

- Performed ad-hoc Salesforce.com administration and enhancement tasks to facilitate business needs.

- Worked under the supervision of the SVP of Marketing and Sales, and provided business-to-business marketing support to help drive revenue.

Web Project Manager

CA - Computer Associates

I successfully managed the ca.com/education project, delivering impactful web updates and marketing materials.  

- Oversaw and executed web updates for ca.com/education, ensuring consistent corporate messaging across 56 country websites using Dreamweaver, which improved global brand consistency

- Contributed to the successful implementation of the ca.com/education website using Rhythmyx CMS, enhancing content management efficiency starting March 2007

- Developed and maintained sales and marketing collateral under branding guidelines using Photoshop and Illustrator, supporting consistent brand representation

- Created the GUI for training pages launched from the product help menu using Dreamweaver and Photoshop, enhancing user accessibility and experience

- Contributed as team DBA at Pre-Conference Education CAWorld 2007, ensuring database accuracy and supporting event success

- Worked under the supervision of the VP of CA Global Education, gaining valuable insights into strategic decision-making processes

Internet Project Manager (Contract)

My approach to martech leadership is anchored in four core principles that shape every strategy and innovation I champion. These values define not just what I deliver, but how I guide organizations through their digital transformation.

- Integrity: I champion transparent, ethical data practices that build lasting trust. Every technology initiative I lead serves both business objectives and customer wellbeing, with privacy, security, and consent built into the foundation—never added as an afterthought.

- Collaboration: Transformative martech outcomes emerge from diverse perspectives and shared vision. I build strong partnerships across teams, departments, and organizations, creating environments where innovation thrives through collective intelligence and open communication.

- Continuous Learning: The martech landscape evolves rapidly, and I stay ahead through relentless curiosity and adaptation. I embrace ongoing education, experimentation, and the willingness to challenge conventional approaches—because what worked yesterday may not work tomorrow.

- Systems Thinking: I approach every challenge holistically, understanding how martech initiatives interconnect with broader business processes and organizational goals. By optimizing workflows, mapping interdependencies, and anticipating downstream impacts, I deliver solutions that scale sustainably over time.

I've been thinking about why integration projects never seem to get executive attention...

And I'm curious if others are seeing this too, or if I'm missing something.

Here's what I keep observing:

Conference Room A: Sarah demos a new ABM platform. Sleek dashboards. AI predictions. Executive-friendly charts. The board leans forward. "$75K approved on the spot." Standing ovation. Launch party planned. LinkedIn post drafted.

Conference Room B (actually just Slack): Marcus sends his 14th message: "We need to connect our existing systems. Reps are entering data twice. We're losing 40% of pipeline attribution." Crickets….

What's puzzling me:
Six months later, that shiny tool is disconnected. Beautiful, but not actually useful. Meanwhile, the integration project finally gets approved—but only after rebranding it "revenue acceleration infrastructure" and waiting 4 months.

The integration costs LESS (2 engineers, 10 weeks) than the SaaS subscription. But somehow feels riskier to executives. The psychology wins over the math. 

Another area that intrigues me is the invisible achievement problem. 

Sarah's review: Bonus for launching 2 tools on time. Promotion incoming.

Marcus's review: "Solid work connecting systems that saved 200+ hours/month. Maybe focus on more visible initiatives?"

Nobody gets promoted for:
- Making reports actually match reality
- Eliminating manual data entry
- Fixing attribution gaps
- Reducing tool sprawl

People DO get promoted for:
- Launching campaigns
- Hitting pipeline numbers
- Improving retention

The irony? All of those depend on integration. We just don't measure it.

What if we actually measured it? Like, what would happen if C-suite KPIs included:
- Reduce tool sprawl by 20%
- Achieve 80% integration coverage
- Decrease manual reconciliation by 50%

I've seen companies create "Revenue Technology" teams to solve this. But often:
- Marketing Tech still reports to Marketing
- Sales Tech reports to Sales
- CS Tech reports to CS
So it ends up being a coordination layer without real authority.

Is that inevitable? Or have some of you found structures that actually work?

Because here's my half-formed theory: 
- Marketing optimizes for speed (launch campaigns fast)
- Sales optimizes for immediacy (close deals now)
- Engineering optimizes for stability (build it right)
- Finance optimizes for predictability (control costs)
And integration lives in the gap between all four - requiring patience that none of these functions are structurally incentivized to have.

Maybe that's why it keeps losing?

#RevOps #MarketingOps #SalesOps #GTM #DataIntegration

Aslihan "Ashley"  Ayan Harvell

A visionary and a hands-on marketing technologist passionate about aligning technical capabilities with marketing strategies to optimize customer acquisition, engagement, and retention efforts.

Marketing Operations Leader → AI & Data Strategist | I help companies connect their martech, sales tech, and customer data so AI can actually deliver results | Marketo & 3X Salesforce Certified

taplio

Aslihan "Ashley" Ayan Harvell's Linkedin Analytics

Aslihan "Ashley" Ayan Harvell

Performance ScoreAslihan "Ashley" Ayan Harvell's LinkedIn Performance

Aslihan "Ashley" Ayan Harvell's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Aslihan "Ashley" Ayan Harvell's Linkedin Analytics

Aslihan "Ashley" Ayan Harvell

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Aslihan "Ashley" Ayan Harvell's LinkedIn Performance

Aslihan "Ashley" Ayan Harvell's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Aslihan "Ashley" Ayan Harvell's Linkedin Analytics

Performance ScoreAslihan "Ashley" Ayan Harvell's LinkedIn Performance

Aslihan "Ashley" Ayan Harvell's Best Posts (last 30 days)