Sujal Patel Senior Braze Technical Lead | CRM Engineering

(Professional journey)

Experience
& expertise

Bridging the gap between high-end design and technical CRM execution. Specializing in HTML email architecture and lifecycle engineering for global travel and tech brands.

(Timeline)

Career history

06 roles / 2009 to Present

01

February 2022 — Present

Lyst

CRM Braze Engineer/Developer

As a CRM Technical Lead at Lyst, I drive the technical delivery and optimisation of Braze campaigns, working closely with CRM, Data Engineering and Design teams to build scalable, data-driven customer experiences across email, push and in-app messaging.

Key work

  • 01Lead the design and optimisation of high-volume Braze campaigns, balancing personalisation, performance and scalability.
  • 02Build and maintain advanced Liquid and Connected Content integrations for millions of personalised communications.
  • 03Partner with CRM and Data Engineering to define data requirements and improve integration reliability.
  • 04Troubleshoot technical issues, improving API performance, error handling and campaign reliability.
  • 05Optimise Braze architecture through campaign separation, API efficiency and Connected Content improvements.
  • 06Develop monitoring and alerting to identify campaign failures and integration issues.
  • 07Provide technical guidance on Braze architecture, personalisation and engineering best practices.
  • 08Lead technical delivery of personalised CRM journeys, including Abandoned Search.
  • 09Drive the redesign of the Email Design System, introducing reusable templates and improving efficiency.
  • 10Implement Taxi for Email and standardise briefing processes and naming conventions.
  • 11Build Braze Canvas frameworks for structured A/B testing and campaign optimisation.
  • 12Simplify legacy email architecture to improve maintainability and scalability.
  • 13Collaborate with Design, CRM and Product teams to deliver in-app messaging for new feature launches.

02

August 2021 — February 2022

Dojo / Paymentsense

Braze Implementation Engineer

As a Braze Implementation Engineer within Dojo's Data Platform team, I helped shape the technical implementation of Braze and migration from Emarsys, translating business and marketing requirements into technical solutions. Working across Marketing, Data Engineering, IT and Mobile teams, I helped define integration requirements, campaign architecture and data structures to support scalable, personalised customer communications.

Key work

  • 01Played a key role in implementing Braze and migrating CRM communications from Emarsys, helping establish the technical foundations for the new CRM platform.
  • 02Translated marketing requirements into technical specifications and data requirements.
  • 03Integrated Segment with Braze, configuring event mappings to selectively forward relevant customer events for targeting, segmentation and triggered campaigns.
  • 04Led technical collaboration between Marketing, Data Engineering and IT teams to define data requirements, validate integrations and support campaign delivery.
  • 05Collaborated with Braze CSM to implement newly released nested custom attributes, enabling multiple business branches to be stored under a single customer ID and supporting Dojo's complex business data structures for CRM personalisation.
  • 06Designed and implemented Braze integrations using REST APIs, webhooks, Liquid, Connected Content and JSON events to support personalised, event-driven campaigns.
  • 07Developed reusable, modular HTML email templates and advanced personalisation logic to improve campaign scalability and reduce development overhead.
  • 08Defined event specifications, subscription groups and customer data structures to support triggered campaigns and personalised customer journeys.

03

October 2020 – July 2021

TUI Holidays

Braze Software Engineer

As a Braze Software Engineer within the Marketing Tech team, I worked in an Agile environment and my main responsibility was to provide easy-to-use functionality to all the different markets within Braze using Webhooks, Liquid Script, API calls, and Events. I utilised Content Blocks within Braze to create complex elements, enabling marketers to build and execute campaigns effectively.

Key work

  • 01Develop and maintain webhook logic to aid Marketing teams globally
  • 02Collaborate with stakeholders to create and build content blocks in Braze
  • 03Utilise internal & external APIs to create dynamic content blocks for campaigns
  • 04Conduct end-to-end testing to ensure adherence to campaign briefs
  • 05Utilise internal APIs to manage and update customer profile attributes in Braze
  • 06Create comprehensive guides and documentation for developed functionalities
  • 07Provide support to HTML Developers with dynamic personalisation logic for marketing emails

04

January 2019 – May 2020

Trainline

Senior CRM Braze Specialist

My main responsibility at Trainline was to use Braze and create complex campaigns for a truly seamless multi channel experience making use of liquid script, webhooks, events, and external API's. As well as working cross-team to create and deliver engaging campaigns.

Key work

  • 01Create dynamic blocks for customers based on their Braze Attributes
  • 02Setting up targeting on campaigns – using webhooks and/or Events
  • 03Coded and Implemented TaxiForEmail Template
  • 04Setting up & creating In-app messages, Push messaging and Modals
  • 05Create and update HTML emails, often using existing templates
  • 06Responding to design briefs & liaising with stakeholders to create and execute CRM campaigns (Weekly and Triggers)
  • 07Implement complex content, subject line and segmentation testing
  • 08Provide technical support for email rendering issues

05

May 2016 – Jan 2019

Trainline

CRM HTML Developer

My main responsibility at Trainline was managing email campaign production, including dynamic content, for the CRM programmes we managed for Trainline.

Key work

  • 01Build landing pages / web forms using simple javascript and CSS
  • 02Convert PSD designs into visually compelling, cross-compatible emails. Update HTML emails, rendering testing across major clients and browsers
  • 03Establish best practices for exceptional email deliverability
  • 04Implement complex content, subject line and segmentation testing
  • 05Monitor email activity to proactively identify problems, and measure spam complaints, bounces, spam traps, blacklisting and spam/junk filtering

06

November 2009 – May 2016

dbg.co.uk (now Merkle)

Senior Email Marketing Consultant

At dbg, my primary role involved supporting clients in executing their email marketing communications. This included setting up campaigns across various tools, ensuring compliance with best practices, and providing feedback for improvement on creative designs. Testing across multiple email clients and browsers was integral to identifying and rectifying any rendering issues.

My role also entailed a wide array of responsibilities, including campaign setup, creative design and coding, and testing for rendering and deliverability across various email clients and browsers. I also offered guidance on best practices and industry trends, while actively managing email delivery and client relationships.