Mateusz Dąbrowski
Marketing Cloud Architect · Salesforce MVP · MarTech since 2014 · Warsaw, Poland
European Salesforce MVP and Marketing Cloud Architect. I implement Marketing Automation and AI Agents in the Salesforce ecosystem, and write about it here.
Twelve years in MarTech, the last six in the Salesforce ecosystem. I started on the client side, in e-commerce and digital marketing for a legal publisher. There I taught myself Python to automate my own work, then led the move to Marketing Automation on Oracle Eloqua and built the tooling around it. What I learned there still drives my work: automation pays off only when marketing, sales, data and IT cooperate. The platform has to be built for that.
Global campaign operations on Adobe Campaign for a pharma company came next. In 2020 I switched to Salesforce: six years in a Big Four Marketing Cloud practice. Consultant, then architect, team lead, manager and acting practice lead of thirty-plus Salesforce and Adobe experts. A dozen engagements in those years. They ranged from custom Cloud Page apps and Agentforce proofs of concept to Marketing Cloud implementations for fifty-plus business units, in pharma, manufacturing, consumer goods, energy, education and travel.
Today I work as a principal architect on Salesforce MarTech, across Marketing Cloud, Data 360 and Agentforce implementations. AI agents are a growing part of every engagement, and Claude is part of my own daily workflow. I also build tools that make the work simpler for me and others, like Diagramforce for architecture diagrams or Slot for managing multiple inboxes. And I share my knowledge with the community.
What I do
Architecture
Contact, profile and consent data models. Multi-org and multi-business-unit setups. Integration with Sales, Service and Health Cloud through Marketing Cloud Connect. Web Studio architecture built for performance and security.
Technical leadership
Running the build team on implementations from scratch, including the deployers and naming conventions that make a fifty-business-unit rollout repeatable.
Audit and rescue
Taking over an existing Marketing Cloud or Personalization implementation, finding what is wrong, and refactoring it into something the client's own team can run.
AI agents
Practical use of AI and agents across Agentforce and Claude. Agentic workflows that take manual steps out of internal and external processes, and ways to get the most out of Salesforce systems with them.
Custom applications
Cloud Page apps, API integrations and internal tools on Marketing Cloud. On my own time: Diagramforce, Slot, Shelf and Strum.
Selected work
Two Marketing Cloud Engagement orgs for a global pharma company
Pharma and healthcarePwC · 2021 to 2022
The problem. Fifty-plus business units across countries, Marketing Cloud connected to Health Cloud, and consent that must update in every system as soon as it changes in one.
What I did. Led the Marketing Cloud build team. Designed the contact model and the multi-level consent model for both multi-org and single-org setups, wired through Marketing Cloud Connect. Built fifty-plus preference centres on a consent backend that pushes changes across clouds in real time. Added a privacy-first contact deletion and archiving process, and a custom deployer for the multi-country rollout. Left a naming convention and a refactoring plan behind.
What changed. One consent model for every business unit, kept in step with Health Cloud in real time, and a deployer that cut the time to roll out each country.
Marketing Cloud Engagement and Personalization for a manufacturer
ManufacturingPwC · 2023 to 2024
The problem. Several build streams, one client, and a golden customer record that lives in the CRM while consent gets collected in marketing channels.
What I did. Marketing Cloud architect across the streams. Owned the data model requirements and their dependencies. Designed the profile and consent flows through Marketing Cloud Connect to Sales and Service Cloud, and a closed-loop, real-time consent process that keeps the golden record in the CRM. Defined the performance- and security-focused Web Studio architecture and supported the build.
What changed. Consent captured in any channel lands on the CRM record in real time, and Web Studio runs on an architecture built for performance and security.
Interaction Studio audit and rebuild for a consumer electronics retailer
E-commercePwC · 2022 to 2023
The problem. An existing Interaction Studio and Marketing Cloud implementation due for an audit. New use cases were waiting on it, and the client's data team had no way to feed it new signals.
What I did. Audited both platforms. Refactored the sitemap, the web campaign templates and configuration, the Einstein recipes and the catalog. Extended the catalog with custom objects so the ML models had new features to work with. Built new use cases against the client's needs and worked with their data teams on the indicators driving real-time personalisation.
What changed. A platform the client's own data team can extend, with new indicators and catalog objects feeding the recipes.
Agentforce enablement for a global professional services network
Professional servicesPwC · 2024 to 2025
The problem. Agentforce had just launched. A global firm had to understand it, demo it, sell it and build it, with no playbook to follow.
What I did. Led the discovery, with a focus on knowledge-based agents. Built the Agentforce World Tour demos for teams around the world, a cross-alliance Agentforce and Workday proof of concept, and the guide covering up-skilling, pre-sales, build and implementation. Designed and ran a three-day global hackathon on understanding, designing, building and selling Agentforce.
What changed. Contracts won for some of the first Agentforce implementations in the world, sold with use-case-driven demos.
Projects
What people say
I worked with Mateusz on an Interaction Studio global roll-out for a consumer goods international retailer. [...] What amazed me about Mateusz is his ability to quickly grasp new technologies as well as his creative approach to solve technical challenges. Moreover, he's outstanding client facing.
Oscar Garcia Guerra
Solution Architect at Salesforce on the same Interaction Studio programme
Whether it was career advice, navigating a difficult situation, or hands-on help with designing and implementing solutions, he never hesitated to step in and support. He leads by example, combining strategic thinking with a very practical, down-to-earth approach.
Piotr Hoffman
Senior Marketing Automation Consultant on my team at PwC
He not only transferred the running processes, but also optimized them for new possibilities using the full available tools. He had a big impact on development and optimization of the data model and a new approach to segmentation based on the availability of behavioral data.
Kinga Matysiak
My manager on the Wolters Kluwer engagement
He patiently handled tons of enquiries from us, and explained the next steps as well as made great recommendations which improved our original plan. He liaised a number of stakeholders internally and externally, and build a firm bridge between multiple teams.
Masako Kitaji
Omnichannel Operations Manager at Sanofi during the global MA platform migration
Excerpts from public LinkedIn recommendations. The full texts are on LinkedIn.
Credentials and community
Community
- Salesforce MVP since 2022
- Salesforce Marketing Champion since 2021
- 18x Trailblazer Community Answers Leader - Salesforce's weekly top twelve for best answers, in Marketing Cloud and Personalization
- Marketing Cloud Personalization Technical Advisory Board, 2022 to 2024 - product roadmap work with the Salesforce product team
- Salesforce Credentials Ambassador since 2022 - supporting the certification team on exam content
- Trailblazer Community Forum Ambassador since 2024
- Salesforce documentation and product feedback - fixes to Help and Developer docs, and early testing of new concepts and features with the product teams
Education
- Master of Law, University of Warsaw - thesis on personal data protection in e-marketing under the GDPR
- Bachelor of Journalism, University of Warsaw
- Data Science Professional Certificate, UC Berkeley
- Agile Project Management Professional Certificate, University of Maryland
Certifications
Salesforce (19)
Oracle (5)
Scaled Agile (2)
Speaking
In-person2025
From Salesforce to Agentforce: The good, the bad, the future Polish Dreamin' 2025In-person session with an Agentforce quick start, followed by recommendations and best practices on how to make the most of the tool.
In-person2024
From Salesforce to Agentforce: New Agentic World Warsaw Salesforce Architect MeetupIn-person session (in Polish) covering the what, the how, the why and the how much, with architecture and implementation considerations from hands-on experience with Agentforce.
Webinar2024
Salesforce Data in MCE Journey Builder Trailblazer Community GroupWebinar on the pros, cons and best practices of using Salesforce data in Marketing Cloud Engagement Journey Builder. Session in the Journey Builder Bootcamp series.
In-person2023
Explore Interaction Studio: Server-Side Code Tips and Tricks Salesforce Connections '23In-person session on how to make the most of the server-side code powering campaign templates in Interaction Studio.
Webinar2023
Salesforce MCE Account Architecture Trailblazer Community GroupWebinar on Business Unit architecture, single-org versus multi-org patterns and deliverability 101. Session in the Marketing Cloud Bootcamp series.
Webinar2022
When AppExchange is right and what to do when it's wrong Trailblazer Community GroupWebinar on building Cloud Page Apps. Session in the Marketing Cloud Implementation series.
Webinar2022
Architecting Web Solutions in Salesforce MCE Trailblazer Community GroupWebinar on Web Studio architectural patterns. Session in the Marketing Cloud Architecture and Implementation Strategies series.
Webinar2022
Debugging Salesforce MCE: SSJS & AMPScript SForce Summit Poland 2022Webinar (in Polish) on debugging the programmatic languages of Marketing Cloud Engagement. Session from the SForce Summit Poland 2022 conference.
Webinar2021
Code Resource – Power of Possibilities SForce Summit Poland 2021Webinar (in Polish) on Web Studio Code Resource use cases in Marketing Cloud Engagement. Session from the SForce Summit Poland 2021 conference.