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 actually 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 along the way.
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 that 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, real stories, and lessons learned. What I tried, what worked, and what I would do differently.
Read the notes →I write down what I know and turn the useful parts into tools, references, and guides, for myself and for anyone doing the same work.
If something here saves you an afternoon, it did its job.