Michael Urquidi II
Enterprise email, CRM, and paid programs are my day job. On the side I build the tools and references I wish I had had. Both live here.
What I do
Lifecycle & email
Journey design, segmentation, deliverability, and personalization with AMPscript. Built a program to a 52% open and 15% click-through rate.
CRM & martech
Platform migrations and the plumbing underneath them. Led a HubSpot to Salesforce move without losing the data or the team.
Paid & measurement
Managed a $5M media budget across search, social, and internet listing services. That work drove a 20% lift in lead-to-lease conversion.
Tools and references I've made
UTM Builder →
A fast campaign URL builder with naming rules baked in, so tracking stays consistent no matter who builds the link.
UTM Naming & Governance →
The doc behind the tool: a full taxonomy plus a governance model for keeping setup consistent over time.
AMPscript Starter Library →
73 production-tested AMPscript patterns and 8 multi-script recipes, with a quick-start guide and a glossary.
Writing
Things break. I write down what I did about them.
Case studies and short write-ups. What I tried, and what I would do differently.
Read the notes →I write down what I know and turn the useful parts into tools and references, for myself and for anyone doing the same work.
If something here saves you an afternoon, it did its job.