Aldar Estates | 2025
Salesforce Marketing Cloud Implementation
End-to-End Project Management and Stakeholder Coordination Across Three Business Units
3
Business Units
Asteco, Colliers, Aldar Experiences
140+
Pre-Designed EDMs
Across 4 brands
2
Channels Enabled
Email and WhatsApp
End-to-End
Project Ownership
Discovery through deployment
The Problem
The Problem
Multiple platforms were being used across teams to send community and resident communications. There was no centralized control, no consistent approval process, and no unified view of who was sending what to whom.
The result was fragmented communications, inconsistent branding, compliance risk, and no reliable data on audience or performance.
The brief was to consolidate everything into a single governed platform, and build the process, governance, and training infrastructure around it.
My Role
My Role
I led the project from discovery through to deployment. This was not a technical build role. It was project ownership, coordinating people, processes, and platforms across three business units and multiple vendor and internal stakeholder groups.
Discovery and Audit
Audited all platforms in use across teams, mapping volumes, access, brands, and communication types
Developed and presented the business case and implementation plan to senior stakeholders
Setup and Configuration
Registered communication sub-domains and created sender profiles for all three business units
Designed the opt-in and opt-out framework to ensure consent compliance
Developed the IP warming strategy and managed deployment phasing
Coordinated the data team on source mapping, customer data integration, and audience validation
Governance and Adoption
Served as primary point of contact between internal stakeholders, digital team, and the implementation partner
Led weekly governance meetings across business, CRM, digital, and implementation partner teams
Built the governance framework, communication workflows, and training documentation
What Was Delivered
What Was Delivered
Platform Consolidation
Multiple fragmented communication platforms replaced by a single governed system. All email and WhatsApp communications for Asteco, Colliers, and Aldar Experiences now flow through one platform.
Email Infrastructure
Communication sub-domains registered, sender profiles created, email authentication configured, and IP warming completed across all business units.
WhatsApp Enablement
WhatsApp Business accounts configured for each brand, message templates tested, and channel readiness confirmed before deployment.
Governance Framework
Standardized communication workflows, template approval process, roles and responsibilities matrix, and defined service level agreements across all stakeholder groups.
140+ Pre-Designed EDMs
A full library of pre-approved email templates built across four brands, organized by notice type and stored centrally in SFMC Content Builder.
Training and Adoption
A structured onboarding guide and enablement programme rolled out across Property Managers, Community Managers, Comms Teams, and Design Teams at both Asteco and Colliers.
How It Was Structured
How It Was Structured
Step 01
Discovery
Platform audit, stakeholder mapping, and requirements gathering
Step 02
Solution Design
Implementation roadmap, architecture decisions, and governance model
Step 03
Build
Platform configuration, sender setup, domain registration, and template production
Step 04
Test
UAT, data validation, journey testing, and deployment readiness reviews
Step 05
Launch
IP warming, phased deployment, and adoption rollout across all business units
Stakeholder Groups Coordinated
Stakeholder Groups Coordinated
The implementation required alignment across six distinct teams, each with different priorities, technical access levels, and communication needs.
Business Stakeholders
Requirements gathering
Communication planning
User readiness
CRM and Data
Data source mapping
Customer data integration
Data validation and testing
IT and Security
Access and security setup
Environment configuration
User provisioning
Design and Comms
Email template production
Brand compliance review
Implementation Partner
Technical delivery
WhatsApp integration
Onboarding journey
Digital Marketing
Platform governance
Campaign oversight
Adoption coordination
Service Level Framework
Service Level Framework
A clear SLA structure was defined and implemented to govern turnaround expectations across all communication types.
Standard communication review
Up to 5 business days
Urgent community notice
Within 24 hours
Event communication
2-week lead time minimum
New template creation
Up to 10 business days
Multiple platforms. Three business units. One governed system. This was a digital infrastructure project, built to give Aldar control, visibility, and scale across all resident and community communications.