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About me

Who am I?

David Palencia - Marketing Technology Consultant - profile picture

Hola!

My name’s David Palencia and I’m a Technology Consultant and Salesforce Marketing Cloud Solution Architect with +7 years of experience in the digital business industry and +3 years in Tech Consulting.

  • I studied English Philology at university. Lived in the UK and got a master’s in teaching. This taught me soft and communication skills. I loved helping others, but I always felt a passion for business, marketing and tech.
  • To change career, I founded and managed an Edtech digital startup, Daway, for over 7 years, then sold the business. The entrepreneurial path taught me problem solving, learning from mistakes, leadership and digital skills.
  • Connecting the dots, I decided to become a Technology Consultant to combine communicating and coaching, helping businesses grow and building technology.
  • Today, I help multi-national enterprise clients as a Technology Consultant and Salesforce Marketing Cloud Solution Architect at VML, a WPP agency.

Why do I write and who for?

Thanks for visiting my personal website. David Palencia - Marketing Technology Consultant - salesforce consultant picture

Here I document my learnings and share honest insights and advice as a Technology Consultant working in MarTech, CXM and Marketing Automation.

This site is for 2 readers:

  • Individual MarTech Consultants, Tech leads and Solution Architects.
  • Business Owners, CMOs and enterprise strategic doers.

I do this because I personally love writing. It helps me organise my thinking and learn. I like to break down topics into first principles, digest and connect information, understand the big picture of complex challenges. I’m hoping the content here helps you too.

If you have any questions, suggestions or just want to get in touch with me, let’s connect:
Linkedin
Salesforce Trailblazer

Thanks again for being here.
Disclaimer: opinions are my own and my views do not represent those of WPP, VML or Salesforce.

What do I believe in?

  1. Lifelong Learning and Growth
    Every day is day 1. I believe in constant personal growth, learning from every conversation, being radically open minded and self-aware.
  2. Human Centered Innovation
    I feel AI and tech should serve humans, not the other way around. Tech for Good. Organizations should design CXM and MarTech solutions based on genuine connection and trust.
  3. Direction > Speed
    In the age of AI agents, the value of consulting is in 360 holistic analysis and design. The direction and business strategy behind a solution, not executing tactics and building tech fast.
  4. Purpose-Driven Strategy
    I believe business can be a force for good, creating positive-sum games for everyone. I believe in purpose driven organizations, B-corps and businesses who have a clear Why.
  5. Long-term Business Relationships
    I’m an advocate for compound interest, collaboration and playing long-term games to get to know an organization, stakeholders and growth levers.
  6. ROI-Driven Solutions
    You cannot improve what you can’t measure. Tech solutions should be ROI-oriented, efficiently measured and aligned with business strategy and objectives.
  7. Energy >  Input
    I think business and work are not about what you do, or how much you do, but the emotion and energy behind it. Organizations, teams and professionals who grow and thrive often have the right energy.

Competencies & Certifications

Core Topics

  • MarTech Architecture
  • Salesforce
  • Salesforce Data Cloud
  • Salesforce Marketing Cloud
  • Agile process and software development lifecycle
  • Salesforce Solution Architecture
  • Digital Strategy
  • CRM
  • Data Modelling
  • Coding (HTML, CSS, Javascript, SQL, AMPScript, API interfaces)
  • Creativity
  • Communication and Stakeholder Management
  • Leadership
  • Business Consulting

Current Certifications

  • Salesforce Marketing Cloud Consultant
    The Salesforce Marketing Cloud Consultant credential is designed for those who can set up and implement the Salesforce Marketing Cloud email application tools, providing solutions to execute both tactical and strategic email campaigns. Candidates should possess broad knowledge of Salesforce applications, regularly configure and manage Salesforce, and work with stakeholders to define requirements.
    David Palencia - Certified Marketing Cloud Consultant - Badge

 

 

 

  • Salesforce Marketing Cloud Developer
    Certified Marketing Cloud Developers have hands-on experience developing across the full platform. They create personalized, dynamic messages and landing pages, and are fluent in Marketing Cloud scripting languages. They’re also experienced in advanced segmentation, reporting and analytics, and data configuration.
    David Palencia - Certified Marketing Cloud Developer - Badge

 

 

 

  • Salesforce Marketing Cloud Email Specialist
    The Salesforce Marketing Cloud Email Specialist credential is designed for those who can demonstrate knowledge, skills, and experience in email marketing best practices. Includes message design, subscriber and data management, inbox delivery, and external integrations with the Marketing Cloud email application.
    David Palencia - Certified Marketing Cloud Email Specialist - Badge

 

 

 

  • Salesforce Marketing Cloud Administrator
    The Salesforce Marketing Cloud Administrator credential is designed for administrators who can configure Marketing Cloud products utilizing industry and product best practices. Candidates should be generally familiar with data structure in subscriber data management and can thoroughly navigate Setup. Certified Marketing Cloud Administrators can successfully troubleshoot account configuration and user requests.



 

 

  • Salesforce Data Cloud Consultant
    The Salesforce Data Cloud Consultant credential is designed for individuals who have experience implementing and consulting on enterprise data platforms in a customer-facing role. Candidates should have broad knowledge of Data Cloud and its capabilities, ranging from positioning Data Cloud and its business value, to designing and implementing Data Cloud solutions for customers.



 

  • Currently undertaking a Master’s in Business Administration (MBA).

VML & WPP

The agency is recognized by the Forrester Wave Reports, which name WPP as a Leader in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy’s.

I personally work at VML Netherlands since 2021, and I love my job. I specialise in CXM, MarTech and Salesforce. 

If you are interested in VML Netherlands, please visit:
https://www.vml.com/netherlands

Personal Facts

  • Sea Lover
    I was born in Aguilas, a coastal town in Murcia, souteast of Spain. I love the coast, the sound of the sea and our Mediterranean lifestyle. I live in sunny Barcelona.
  • Ambivert
    I’m 50% extrovert, 50% introvert. Depending on the context and people, I can switch to leverage one or the other. I enjoy both.
  • Workout Enthusiast
    I need to do sports to feel awesome. Not an option. I love hitting the gym, strength training, hiking and playing padel.
  • Family-Oriented
    Most of my free time is spent with family and loved ones.
  • Globe Trotter
    I love travelling, getting to know new cultures and ways of life. I know people from all over the world and I enjoy learning languages.