Biography
David Sanchez Serrano is a CDP Consultant & Data Analyst at WPP, focused on first-party data infrastructure and customer data platforms for enterprise clients. A Physics graduate from the University of Granada, he built his data career delivering large-scale first-party data transformation projects, including a CDP implementation for RIU that was shortlisted for The Drum Awards in both the Digital Transformation and Game-Changing Technology categories.
He brings a hands-on, technical perspective on how first-party data actually gets structured, activated, and put to work inside marketing organisations \u2014 grounded in delivery rather than theory. His work sits at the intersection of data engineering and marketing technology, with particular depth in CDP architecture and first-party data strategy for large, multi-market brands.
His perspective is especially relevant for audiences interested in customer data platforms, first-party data strategy, and the technical realities of activating data at enterprise scale.
Session
- AI For TechSpeaker
Workshop 13 - From Design to Live Campaign: Marketing Automation Rebuilt Around AI Agents
Wednesday 23 September, 11:30 – 12:50Workshop Room AMarketing automation has a production bottleneck. Turning a design into an inbox-proof email takes days of specialist work. Wiring it into the platform (personalization, data extensions, automations, journeys) takes days more. Every campaign pays that tax again. We rebuilt that workflow around AI agents, and we'll show the whole thing running: a Figma design goes in, production-grade email-safe HTML comes out, validated across real inboxes, and the email, the AMPscript personalization, the Data Extensions, the Automations and the Journey get built inside the marketing platform. The specialist stays in command throughout, setting the intent and approving at gates the agents cannot pass on their own. Full autonomy is not the goal. In a discipline where a bad send is irreversible, it shouldn't be. Orchestration is. Then we hand the controls to the room: ask for a change, and we run it live." Requirements: No requirements. No laptop, no setup, no accounts. This is a demo-led session, not a build-along. The workflow runs on our own repository and against live client platforms, so we can't hand out the environment, and building the full pipeline live would eat well past our slot. What you get instead is the complete workflow end to end, plus a live segment where you call the changes and we operate the system in front of you. No technical background required.
With Gabriela Garcia