Charity Mwaura

CHARITY MWAURA AUTOMATION & MARKETING OPERATIONS ARCHITECT End-to-End Core Infrastructure, Conditional Data Routing, & Advanced Nurture Loops PROJECT DOMAIN CORE DELIVERABLES TARGET FRAMEWORK PLATFORMS MANAGED Business Analytics Funnel Workflows & System Marketing Operations & CRM Make.com & MailerLite CRM Integrations 1. Executive Summary & Project Objective This professional case study documents the technical engineering, deployment, and optimization of an automated pipeline designed to bridge enterprise data collections with lifecycle email marketing systems. The target framework captures professional leads from an active diagnostic landing page, executes real-time data calculations, sorts users dynamically based on operational thresholds, and moves them into automated nurture tracks seamlessly. By designing a centralized middleware architecture, the system operates completely hands-free—saving hours of administrative labor, ensuring 100% database accuracy, and delivering a clean, personalized customer journey on autopilot. The Problem & Strategic Solution: System Reconstruction The project originally launched as an aesthetic frontend asset hosted on GoHighLevel (GHL). While the page interface and styling were complete, the backend technical infrastructure—including real-time data passing, calculation logic layers, dynamic subscriber field updates, and multi-platform validation triggers—was completely missing. Recognizing that a disconnected data funnel leads to severe lead drop-offs and broken user tracking, I assumed direct technical ownership of the engineering pipeline. I audited the platform ecosystem, connected the background webhooks, and constructed a scalable, secure operations framework utilizing Make.com and MailerLite. 2. Middleware Engineering & Conditional Routing To automate data synchronization and establish a central nervous system for the brand, Make.com was introduced as the integration layer. This completely replaces manual list-building and drives programmatic workflows in real time. Technical Case Study • Charity Mwaura • Automation Architect Page 1 of 6 🗺️ Integration Architecture Map (Make.com Workspace) ✉️ 📊 ➔ 🔀 Google Sheets API Logic Router Watch Row Ingestion Conditional Split ➔ MailerLite (Segment Profile) ✉️ MailerLite (Dynamic Exit Action) Figure 1: Charity Mwaura's custom backend workflow scenario mapping real-time payload variables to isolated CRM execution paths. A powerful Logic Router was programmed to execute real-time validation checks on incoming records. This structural layer evaluates incoming numeric assessment scores, dividing them automatically into separate functional lanes: • Track A: High-Intent Route (Meets Threshold): Instantly filters records that match specified premium data rules, dynamically updates custom user fields inside the CRM, and fires precise follow-ups to push high-ticket strategy bookings. • Track B: Standard-Intent Route (Doesn't Meet Threshold): Safely paths colder profiles into an ongoing brand awareness track, keeping the pipeline perfectly prioritized. Technical Case Study • Charity Mwaura • Automation Architect Page 2 of 6 ⚙️ Custom Logic Filter Panel: Core Validation Rule Filter Expression: Dynamic Assessment Metric Column Numeric operator: Greater than or equal to [≥] 250000 Figure 2: Real-time numeric comparison filters designed to sort records into isolated lifecycle buckets automatically. 3. Automated Email Marketing Funnels & Lifecycle Control Strategic Multi-Phase Campaign Deployment To cultivate professional brand engagement, I built a sophisticated lifecycle communication roadmap inside MailerLite, divided into two distinct system architectures: Phase 1: Linear Orientation Series (Onboarding Funnel): A highly structured 3-part welcome funnel deployed at fixed delays (Immediate, Day 7, Day 14). This funnel systematically introduces deep frameworks, profiles customer archetypes, and establishes initial behavioral profiles. Phase 2: Endless Recycling Evergreen Nurture Loop: To avoid the traditional limitation where subscribers exit a campaign and go cold, I built an 11-email evergreen bi-weekly system. Because email platforms block users from naturally repeating the same workflow, I engineered a smart workaround: at the terminal delay block, the automation fires an active sequence that unsubscribes the contact from the loop group and instantly re-adds them, re-triggering the sequence back from Email 1 to ensure perpetual brand presence. Phase 2 Evergreen Loop Phase 1 Onboarding (Linear Funnel) E1 ➔ ... ➔ E11 🛑 Eject Route 🔄 Custom Programmatic Loop Reset Figure 3: Comprehensive lifecycle logic diagram mapping subscriber entry, the evergreen email rotation, and automated list cleanup. Technical Case Study • Charity Mwaura • Automation Architect Page 3 of 6 The Active Data-Integrity "Eject Button" Module To prevent active, mid-funnel buyers from receiving generic background marketing materials, I built a dedicated Dynamic Subscriber Extraction process. The millisecond an existing lead completes a high-intent diagnostic assessment, the backend scenario catches the email variable and instantly drops the contact from general tracks, protecting communication value and maximizing conversion clarity. Technical Case Study • Charity Mwaura • Automation Architect Page 4 of 6 4. Calendar Synchronization & Retention Optimization The final phase bridges high-intent leads to confirmed appointments. When a lead schedules an interview or strategy session via the Calendly Workspace, a real-time webhook syncs data directly into the central CRM. 📅 Calendar Sync Scenario (Calendly ➔ MailerLite Integration) 🗓️ ✉️ ➔ Calendly API Trigger MailerLite CRM Action Watch Scheduled Events Upsert Booking Date Variables Figure 4: Bidirectional booking integration ensuring real-time customer field updates based on appointment status. This link automatically populates unique target fields (such as Appointment Scheduled Date) within the user's CRM profile, triggering an automated reminder chain that improves attendance rates: Automated Touchpoint Workflows: Configured a multi-stage time-delay reminder sequence consisting of a 72-hour upcoming confirmation check, a 24-hour brief, a 1-hour session alert, and a 10-minute final entry link. This keeps attendance rates high without requiring manual follow-ups from the management team. 5. Verified Business Performance & System Architecture Metrics 100% Perpetual Zero Real-Time HANDS-FREE ADMIN NURTURE LIFECYCLE EMAIL OVERLAPS API VALIDATION 6. Professional Presentation Interview Framework The engineering skills demonstrated across this architecture showcase high-level capability for roles in Marketing Operations, Email Marketing Management, and Systems Automation Engineering. When discussing this portfolio piece with hiring managers or technical recruitment teams, use the following communication script: Technical Case Study • Charity Mwaura • Automation Architect Page 5 of 6 "The project featured a beautiful frontend landing page built on GoHighLevel, but the underlying data infrastructure was completely disconnected. Lead data completely stopped moving the moment a user submitted a form. I assumed direct technical ownership of the backend pipeline, using Make.com as the core system middleware to catch incoming webhooks, execute automated calculations, and apply conditional filters based on real-time metrics. I then built out a two-phase campaign layout inside MailerLite, incorporating a linear onboarding sequence and an infinitely recycling bi-weekly nurture loop. Finally, I integrated clean eject modules to drop leads from general marketing funnels the moment they show direct buying behavior. I successfully transformed a passive display page into a live, revenuegenerating automation engine." Technical Case Study • Charity Mwaura • Automation Architect Page 6 of 6