164 → 49
campaigns
Marketing Automation · Lifecycle
Michael Urquidi II
Marketing automation operator. Lifecycle, CRM, paid media, and measurement systems.
Outcomes
01
Lead-to-lease conversion
prior residential portfolio
+20%
02
Paid media budget managed
prior residential portfolio
$5M
03
Highest email open rate
prior automotive role
52%
04
Year-over-year profit contribution
prior residential portfolio
11.6%
Case study · Paid search
A 164-campaign account, rebuilt to 49.
A national homebuilder ran paid search across 17 markets in a structure that grew one campaign at a time. I mapped every campaign, designed a consolidated architecture around search intent, and built the bidding test to prove it before any spend moved.
Anonymized work sample. Structural figures only. No post-launch data claimed.
17
markets
~$1.2M
quarterly spend reorganized
More case studies in progress.
Tools and references
Made from real workflow problems. Free and paid.
01
Free web tool →
02
Free PDF →
03
Paid library · $79 →
04
5 references, free to read →
UTM Builder
UTM Naming & Governance
AMPscript Starter Library
Field guides
https://michaelurquidi.com/pricing
?utm_source=newsletter
&utm_medium=email
&utm_campaign=2026_q3_launch
naming rules applied0 errors
Resume
Current role: Marketing Automation Manager.
Focus: lifecycle automation, CRM systems, email infrastructure, attribution, and paid media operations.
- Built an API-triggered automation that populates tokenized email programs when a new community launches, saving an estimated 140 to 180 hours a year.
- Rebuilt the core email template on Marketo Engage Email 2.0, then configured Marketo Measure attribution and led the Cloudinary DAM integration.
Writing
Notes from inside the funnel
Notes on what broke and what I changed.
Case studies and short notes on the operations work that decides whether a campaign worked.
Read the notes →
Why this exists
I write down what I change when a system breaks, then keep the parts worth reusing.
Get in touch.
For roles, consulting projects, product questions, or practical marketing systems work.