Miguel AlvarezDesign SystemProjectsMarketing Lab
Miguel Alvarez

Marketing technologist, from strategy to shipped code.

I build the capability behind the campaigns — the platforms, operating models, and team skills that let marketing scale. This site is the proof point: human-led AI orchestration end to end — strategy, design, build, and optimisation — the same model that delivers marketing operations at scale.

Sydney, Australia

Resume (PDF)

Enterprise martech & CX leadership

15+ yrs

Campaign delivery, re-engineered

Weeks → Hours

Lifecycle programmes at scale

0 → always-on

AEP · RT-CDP · AJO · CJA

Full-stack Adobe

Signature work

AEP · RT-CDP · AJO · CJA · Agentic AI

Agentic AI for member engagement

At Colonial First State, rebuilt the data foundation on Adobe Experience Platform and brought agentic AI into campaign orchestration — collapsing campaign delivery from weeks to intra-day, scaling always-on lifecycle programmes from a standing start, and enabling push, SMS, in-app and web personalisation across the member base.

Speaking · Global stage

Scaling personalised experiences with agentic AI

Presented at Adobe Summit 2026 on combining unified, real-time member data with agentic AI to shorten campaign timelines and scale personalised lifecycle programmes — built on Adobe Experience Platform, AEP Agent Orchestrator and Journey Optimizer.

Watch the session →

Capabilities

Platforms & stack
  • Adobe Experience Platform
  • Real-Time CDP
  • Journey Optimizer
  • Customer Journey Analytics
  • Experience Manager
  • Analytics
  • Target
  • Campaign
  • Salesforce Marketing Cloud
  • Pega CDH
Strategy & CX
  • 1:1 lifecycle personalisation
  • Journey orchestration
  • Agentic AI adoption
  • Measurement & optimisation
  • Multi-channel engagement
  • Data architecture
Leadership
  • Product & engineering teams
  • Platform commercials
  • Vendor management
  • Executive influence
  • Roadmap & delivery
  • IT · Marketing · Data

Experience

  1. Director of Marketing Technology · Colonial First State

    Dec 2024 – Present

    Lead martech and the customer experience programme on the Adobe Experience Platform stack; drive enterprise AI adoption and own the platform commercials.

  2. Associate Director, Digital Martech Platforms & Capability · Optus

    Oct 2022 – Dec 2024

    Stood up enterprise personalisation across the Salesforce Marketing Cloud stack and drove the integrated platforms strategy across IT, Marketing and Data.

  3. Senior Manager, Digital & Advertising Technology · Commonwealth Bank of Australia

    May 2017 – Oct 2022

    Owned the Adobe Experience Cloud capability across web and app, led digital delivery teams, and steered advertising technology through cookie deprecation.

  4. Associate Director, Solutions Delivery · 2DataFish (acquired by Publicis Sapient)

    Jan 2013 – May 2017

    Led analytics, conversion optimisation and solution engineering for top-tier Australian enterprise clients across the Adobe Marketing Cloud suite.

  5. Senior Consultant · IBM Australia

    Feb 2008 – Dec 2012

    Enterprise application delivery, UX design and technical business analysis across onshore and offshore teams.

Let's talk

Martech, customer experience, and where AI actually earns its place.

Open to Director of Marketing Technology roles and above, advisory conversations, and speaking. The fastest way to reach me is email or LinkedIn.

[email protected]LinkedIn