Liana "Li" Evans
Liana "Li" Evans

Customer Experience Consultant

Digital Transformation Strategist

Adobe Subject Matter Expert

Liana "Li" Evans
Liana "Li" Evans

Customer Experience Consultant

Digital Transformation Strategist

Adobe Subject Matter Expert

Download My Data Architect CV

Adobe Subject Matter Expert & Multi Solutions Architect

Hello! I’m Liana "Li" Evans, MBA
💡 I'm a seasoned data architect and digital customer experience (DCX) strategist who combines and integrates all areas of digital marketing, data modeling, journey orchestration and measurement. I build and manage teams of multi-solutionists who are skilled across the DCX spectrum of customer engagement touchpoints and data analysis. My teams deliver multi-faceted solutions for every part of the offline and digital CX journey.

💻 Specializing in the Adobe Marketing & Experience stack, I’m an Adobe Subject Matter Expert & Certified Master in the Adobe Marketing & Experience Cloud (Analytics, Real-Time CDP, Campaign, Audience Manager, Target, Experience Platform, etc.). Utilizing my over 17 years of real-world experience in Mar-Tech technologies, digital marketing, and analysis, I create realistic and strategic digital transformation solutions utilizing a hybrid of mar-tech tools that best fit the experience clients want to deliver focusing on a data-first architecture.

💸 I create winning measurement strategies for client in various industries including finance, retail, e-commerce, travel & hospitality, insurance, pharma, and healthcare. I also manage projects with international teams and cultivate relationships with my clients that range from multi-million-dollar companies (Fortune 100), government agencies and smaller businesses.

🔧 Utilizing my talent and expertise, I create programs and teams that work with marketing technologies channel partners, such as Adobe, Lytics, Wevo, Mouseflow, and Tealium, to develop business opportunities with potential clients involving SaaS online marketing technologies such as Analytics, Customer Data Platforms (CDP), Personalization, Tag Management Systems, Social Media, Pay Per Click, Content Management, Public Relations, CRM, CMS and more.

🔎 If you’re searching for teams that can work on more than one aspect of your marketing efforts, and can integrate tools, solutions, and processes, look no further. I lead teams that combine & optimize on measurable insights, and implement mar-tech tool stack, digital marketing architecture, marketing strategies, social and citizen engagement strategies.

Qualifications Overview

  • Masters of Business Administration, Entrepreneurship and Family Enterprises
  • Published Social Media Marketing Author. “Social Media Strategies: Engaging Strategies for Facebook, Twitter & Other Social Media”
  • Highly effective strategic solutions consultant for Analytics & Marketing Technologies; noted for discovering client and prospect needs, aligning proper digital & social media marketing technologies, increasing client/prospect comfort resulting in upsells of over $800K
  • Proven digital marketing, analytics & social media professional generating over $6.5 MM in software & services contracts in last 5 years
  • Lead digital transformation & technical maturity consultant leading engagements for financial, media & ecommerce companies
  • Results-driven and performance-focused management professional, offering broad-based experience in solutions consulting, digital analytics strategy, project management & delivery, and client relations.
  • Project & team management; managed S. based & international virtual teams of engineers and supporting staff on projects over 500k
  • Adobe Certified Subject Matter Expert (SME) – Adobe Analytics Architect (Master), Developer & Practitioner, & Adobe Real Time CDP
  • Designed & Implemented Customer Experience (CX) technology training program focused on Adobe Marketing Cloud products including AEM, Analytics, Campaign, Adobe Advertising and Target along with partner technologies Lytics, Kickfire, Mouseflow and Google Cloud
  • Adobe Certified Professional –Business Practitioner: Target, Campaign Standard, Analytics | Developer: Analytics

 

Technical Acumen

Adobe Experience Cloud Data & Personalization  Supporting Capabilities Engagement & Retention
Customer Journey Analytics, Analytics, Target, Campaign, Marketo, Data Collection, Journey Optimizer (AJO), Experience Manager (AEM), Magento/Commerce, Real Time CDP,  Audience Manager, Adobe Advertising, Experience Platform (AEP)

Customer Experience Management, Audience Development, Google Analytics & Looker Studio, Amplitude, Heap Metrics, Mix Panel, Treasure Data, Tealium, Journey Mapping, Lytics, Demand Base, Kickfire, OneTrust

Strategic Mar-Tech Road Mapping, Proposal Scoping & Budgeting, Delivery Team Management, Consent Management, Tag Management, MouseFlow, ObservePoint, SalesForce, HubSpotSearch Engine Optimization (SEO), Paid Media, eCommerce, Email Marketing, Social Media Marketing, Public Relations, Customer Relationship Management (CRM),  Content Development Strategy, Affiliate & Partner Marketing

Professional Experience

CAREER HIGHLIGHTS:

  • Implemented over 75 projects involving Adobe Analytics, Customer Journey Analytics, Target, Social and Campaign products from all aspects: Business Analyst, Architect, Implementer, Q&A Testing & Training.
  • Created an analytics training program focused on training a team obtain Adobe Analytics certification (with 95% certification rate)
  • Created a multi-discipline training program focused on training technologists to become multi-solution architects and CX strategists
  • Lead implementations of Adobe Customer Journey Analytics & Adobe Analytics via Event Driven Data Layer (EDDL) architecture & Web SDK methodologies.
  • Served as the relationship manager for Fortune 500 companies, responsible for maintaining communications through routine onsite workshops and meetings to help develop a digital marketing and customer journey roadmaps.
  • Conducted over 200 strategy sessions with solutions and technical consultants in identifying ways to resolve outstanding issues based on the digital marketing technologies including analytics, personalization, and automation tool stacks.
  • Co-Led the establishment of digital marketing delivery processes, thereby increasing efficiencies and project delivery timelines by implementing new project methodologies, thus boosting project turnaround times by 35%.
  • Created content marketing and social media marketing strategies & brand development to establish an authority in the digital and social media marketing space.
  • Adobe Marketing & Experience Cloud Evangelist that leads adoption of new tool acquisition by clients that provide solutions to clients most pressing marketing & analytics needs.
  • Worked with Client Success Director to re-designed client management procedures for solutions consulting team of 8 which enhanced client satisfaction by 15%;worked with technical teams in Uruguay and Brazil
  • Adjunct Social Media Marketing Professor & Speaker. Adjunct Social Media Marketing Professor for Rutgers & AISTS Sports Mastery
  • Digital Marketing Round-Table Expert Speaker: Partner digital marketing events. Qualify and follow up on leads from events

PROTIVITI DIGITAL, ATLANTA, GA Senior Manager, Digital Experience Platforms, Adobe & Mar-Tech • February 2023 – Present

  • Lead strategic implementations of all data architecture and analytics projects including Adobe Experience Platform, Adobe Analytics, Customer Journey Analytics, Adobe Target, Google Analytics: 90% Launch Rate Under Budget & On Time
  • Audit & deliver findings of client mar-tech technology implementations (Analytics, CX/UX, SEO, Paid Advertising, Tag Management tools), delivered documentation which secured an increased footprint with clients.
  • Design & implement measurement architecture for client journey analysis to derive insights and opportunities for personalization efforts leveraging audience segments based upon events and actions taken in the customer journey.
  • Develop & contribute to client proposals, secured over 3MM in licenses and project implementation work both from new & existing clients.
  • Evaluated & recommended analytics platforms for clients based on a weighted system that aligned customer requirements to platform abilities, performance & security initiatives.
  • Design & implement consent management via tag management systems & OneTrust
  • Leverage tag management systems (TMS) such as Adobe Data Collection (formerly Launch), Google Tag Manager (GTM) to implement analytics, cx and mar-tech tools as well as pixel management and cookie management.
  • Define, identify & connect data sources within analytics platforms for full 360 view of customer journey engagement with both online and offline sources such as POS, Call Center, Advertising Platform, Google Search Console, Web & App Engagement.
  • Create & deliver Adobe Analytics training program which resulted in a 95% Certification Rate of trainees
  • Architected & project managed the creation & delivery of a website assessment tool that analyzed & scored potential client’s sites for tag presence, usability scores, and site performance. Leveraged for business development.
  • Direct and manage a team of 3+ developers, architects and analysts
  • Establish and manage partner relationships bringing on 3 new strategic partners (Lytics, ObservePoint & Blink)
  • Relationship management and engagement with client accounts and implementation

CX STUDIOS, SOUTHLAKE, TX Vice President, Head of Data, Learning & Delivery Enablement • October 2021 – February 203

  • Create training programs for all aspects of Customer Experience (CX) solutions including analytics, user experience (UX), content creation, campaign management, data architecture, identity resolution and customer engagement with 90% Certification Rate
  • Lead strategic implementations of all data architecture projects including Adobe Experience Platform, Adobe Analytics, Google Cloud with Big Query, Data Studio, Looker, and Microsoft Azure Data Factory with 95% Launch Rate Under Budget & On Time
  • Create and manage marketing solutions for CX Studios and clients with traffic increases of 10-20% month over month
  • Establish and manage partner relationships bringing on 5 new strategic partners
  • Direct and manage multiple teams of 4+ multi-solutionists, trainers, and marketers
  • Relationship management and engagement with client accounts and implementation
  • Recruit, interview & hire Customer Experience (CX) solution professionals

BLUE ACORN ICI (An InfoSys Company), RALIEGH, NC
Adobe Certified Master, Subject Matter Expert (SME) & Multi-Solutions Architect • February 2019 –October 2021

  • Multi-Solutions architect for Adobe Experience Cloud products and core services such as Analytics, Audience Manager, Campaign, Target, Audiences, Experience Platform, Mobile Services & Launch
  • Assisted in closing over 2 MM in accounts for 2020
  • Mentor & train new team members on Mar Tech Tools & Architecture
  • Proactive client relationship manager; expert at establishing and cultivating professional working relationships with all levels of client management including, C-Level executives, vice presidents, directors, and managers for Fortune 500 companies
  • Identify, define & create strategies for client’s key MarTech tool integrations and various data collection systems
  • Document & train clients in process for utilizing Adobe Analytics, Target, Campaign & Audience Manager
  • Create data governance processes and configuration options for client resources
  • Audit existing client implementations of mobile & web analytics, data management platforms, personalization tools and tag management systems
  • Evangelize and advance company go to market (GTM) strategies with Adobe Marketing & Experience Cloud products
  • Create technical implementation roadmaps for client adoption of Mar-Tech & eCommerce cloud-based tools
  • Principal lead for high visibility data architecture & experience solutioning projects. Created & implemented strategies for data collection and integration with “Big Data” & Visualizations tools such as Domo, Tableaux, Microsoft BI.
  • Identify, document & recommend opportunities for clients to take full advantage of their Mar-Tech tool stacks & resources
  • Assist sales & account management teams with potential client presentations, RFP estimations, mar-tech tool alignment

VANGUARD, MALVERN, PA
Adobe Experience Cloud Multi-Solutions Integration Expert (Contractor) • June 2017 – February 2019

  • Lead technical architect for Adobe Experience Cloud products such as Analytics, Work Bench, Audience Manager & Launch
  • Strategic Lead for Adobe Launch implementation with Adobe Analytics and Marketing Tags such as Visual IQ & Double Click
    • Lead audits of 5 different business line implementations of Adobe Analytics
    • Reconcile, document & estimate level of effort to implement new & existing valid variables
    • Investigate and define solutions for variable with implementation issues
    • Recommend strategic measurement implementation to take further advantage of the current in house analytics tools
  • Manage high visibility projects such as integrations with enterprise CMS system, Social Media publishing tools, migration to Adobe Launch and video analytics with Limelight Networks
  • Work with the business analysts in 6 different business lines to establish new measurement initiatives
  • Identify, define & create strategies for key MarTech tool integrations
  • Promote the usage of the correct tools for the measurement of conversions, user experience and client journeys
  • Directed project to save over $250K by integrating Adobe Connect with Adobe Analytics
  • Contributor to internal digital technology road mapping efforts defining digital marketing maturity of the organization
  • Initiated initiative to reduce inefficient measurement strategies and save over $600K by reducing Adobe Analytics server calls
  • Strategic lead for Adobe Experience Cloud products integrations with other marketing technology tools such as Limelight Networks, Adobe Connect, BrightEdge, Conductor, DemandBase, On24 and Exact Target.
  • Establish implementation processes for marketing technology tools such as ObservePoint, & Claravine, Adobe Launch, etc.
  • Established a voluntary innovation group that created, documented, and prioritized new strategic MarTech solutions

LIMA CONSULTING GROUP, MALVERN, PA
Sr. Relationship Manager & Sr. Adobe Marketing Cloud Consulting Expert • Feb 2015 – June 2017

  • Lead Adobe Marketing Cloud Expert for implementations of Adobe Campaign, Analytics, Target and Social products. Manage teams & preform implementation tasks for over 75 different product implementations over the last 5 years.
  • Managed 5-10 internationally based engineers, analysts & testers on Adobe Experience cloud projects in Uruguay, Guatemala, Brazil, & U.S. Including hiring, developing specific talent & skillsets as well as promoting team members to new & challenging positions.
  • Created MarTech Road Maps based on clients’ current MarTech tools, people & processes. Successfully moved clients from “lagging” to “leading” in industry based upon key identified road map points and mapping resources, people & processes to existing & new mar-tech tools.
  • Conducted Digital Transformation Maturity Modeling: deliver comprehensive assessment and recommendations of the people, processes and technologies needed to achieve future business objectives over a three-year planning horizon
  • Advised clients on MarTech tool procurement. Create plans for MarTech tool integration & create processes for onboarding of new digital marketing technologies. Assist clients in recruiting, hiring, and onboarding new talent based on MarTech tool acquisitions.
  • Requirements gathering, strategic planning & implementation of Marketing Strategies involving online and offline efforts such as SEO, PPC, Public Relations, MarCom, Content Marketing, Social Media, Personalization. Branding & Consumer Engagement

Sr. Solutions Consultant & Social Media Expert • May 2013 – Jan 2015

  • Performed research, data modeling & reporting on trends, including SEO, PPC, Social Media, eCommerce & Content Marketing
  • Architect & Strategist for Client Implementations of:
    • Adobe Marketing & Experience Cloud Products: Analytics, Social, Target, Campaign, Media Optimizer, DTM, AEM (Sites, Apps, etc.)
    • Manage engineering teams of 5-10 members both in person and virtually
    • Tag Management Platforms/Systems (TMS): Tealium (certified in deployment), Ensighten, Signal & Adobe DTM
    • Data Analysis: Consumer Engagement Metrics, Social Analytics & Listening, Web Analytics & Offline Metrics
    • Social Media Strategy, Engagement & Marketing Projects, PPC, Re-Targeting & Paid Social Media Projects with over $3MM in budget.
    • Personalization & Testing Projects with Adobe Target, IBM Tealeaf, DemandBase, Adobe Campaign, Sales Force, Exact Target, etc.

Education

  • Master’s Degree: Business Administration • Louisiana State University Shreveport, Shreveport, LA
  • Bachelor’s Degree: Information Systems / Public Relations • Susquehanna University, Selinsgrove, PA
  • Associate Degree: Mass Communications / Public Relations • Pennsylvania College of Technology, Williamsport, PA
  • Certification: Computer Information Systems • South Schuylkill Vocational Technical School, Mar Lin, PA

Training & Certifications

  • Adobe Certified Subject Matter Expert (SME)
  • Adobe Certified Master:  Analytics Architect
  • Adobe Certified Professional – Developer:  Analytics
  • Adobe Certified Professional – Business Practitioner:  Analytics, Campaign Standard & Target
  • Adobe Experience Platform (AEP) & Real Time CDP
  • Adobe Target:  Audience Experimentation & Automation
  • Adobe Audience Manager
  • Adobe Campaign
  • Adobe Launch/Data Collection
  • Adobe Customer Journey Analytics
  • Treasure Data
  • Lytics CDP Enthusiast
  • Infrastructure and Application Modernization with Google Cloud
  • Innovating with Data & Google Cloud
  • Understanding Google Cloud Security and Operations
  • Introduction to Digital Transformation with Google Cloud
  • Tealium:  Deployment Certification

Recommendations

Li is an extraordinary digital marketer. After working with Li on over 40 projects, I can say she has a digital marketing mental agility few consultants possess. She is not only able to comprehend a client "wound", but also provide valuable guidance for short term and long term solutions. Her expertise with several digital marketing technologies makes her a hub for knowledge and a true asset on any digital marketing consultancy. Her passion and experience in social media links all the pieces together in today's digital marketing space - from SEO, to PPC, to Analytics - Li understands how all these factors interact and benefit from each other. Our clients rave about Li's capabilities and her dedication to having successful projects. Her ability to build a trusted advisor relationship with clients completes her "A" level digital marketing persona.
Milton Huezo
Milton Huezo
CTO, CX Studios
Li is an extraordinary and natural Digital Marketer. Her hybrid profile brings a lot of value to the table. Li has a large technical experience that sets her as a subject matter expert in the digital marketing industry and at the same time she has a business profile that gives her the ability to interact with customers, understand their pain points from a sales perspective and be able to establish a relationship as a trusted advisor. Her passion sets her apart and gives her the advantage to truly engage and develop a long term relationships with co-workers and customers.
Adriana Rubio
Adriana Rubio
Managing Director
I had the privilege of working on the same team as Li while at Blue Acorn iCi. Together there we worked on a few of the same projects as well as collaborated in the same group. We also traveled and presented together often. After working with her in those capacities I can say that Li is one of the most detail oriented and technically capable people in this industry. With her ability to problem solve and design solutions for clients she was an invaluable member of our department and would be to any team or organization!
Tyler St. Clair
Tyler St. Clair
Director of Analytics
Li is a powerhouse to work with and she’s a true expert in the analytical space. Having access to her industry knowledge enabled me to gain a deeper understanding of the analytical domain. She is a very accurate and detail-oriented individual who is optimistic and is not afraid to take on challenging tasks. As we worked on our projects, she ensured that the team had her back at all times. She possesses qualities that make her an excellent mentor, and I have enjoyed learning from her so far, and I look forward to learning more.
Devansh Mehta
Devansh Mehta
Data Analyst Intern
I had the pleasure of working with Li Evans at CX Studios, where she trained and guided our team towards achieving certifications in Adobe Experience Manager. Li's extensive professional experience at Adobe was evident in the depth of her knowledge and the effectiveness of her training. What sets Li apart from others is her willingness to always go the extra mile to help her team succeed. She was always available to answer questions and provide additional support, which made all the difference in our ability to reach our goals. Beyond her professional expertise, Li is also someone who truly cares about the people she works with. She has a wide network of contacts and is always eager to help her colleagues find and utilize new tools around them and connect with people who may bring new opportunities. Even after we did not work for the same company, Li reached out to me to offer her help and support In areas I needed improvement in such as, setting up my own website and looking for new opportunities. I highly recommend Li Evans to anyone looking for a knowledgeable, supportive, and genuinely caring professional. She is truly a valuable asset to any team!
Christian Price
Christian Price
Data Analyst, Full Stack Developer
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