JD Soriano

Front-End Web Developer
Salesforce Marketing Cloud SME

Hi, I’m JD — a Front-end Web Developer and Marketing Automation SME with a focus on creating intuitive, user-centered digital experiences and solving problems through clean, efficient implementation. I specialize in translating marketing and business requirements into functional, scalable web solutions, with an emphasis on usability, performance, and conversion-driven design.

I currently work at 2X Philippines (formerly StraightArrow Corporation), where I’m assigned to a global provider of legal and regulatory intelligence, supporting their Digital Marketing team. My role focuses on improving lead generation through effective landing pages and optimized conversion forms. I also serve as the Salesforce Marketing Cloud subject matter expert, leading the build, testing, and optimization of email templates and automated customer journeys.

Outside of work, I enjoy traveling, exploring new food and cultures, and attending live music events, where I appreciate the behind-the-scenes craft of lighting, video, and stage design.

Let’s connect →

Work Experience

  1. Aug 2016 – Present

    2X Philippines
    (formerly StraightArrow Corporation, acquired 2023)
    Pasig, Philippines

    Senior Solutions Developer Specialist (Marketing Automation SME)

    Dec 2022 – Present

    Serving as the Marketing Cloud subject matter expert for the Manila account team, developing and executing marketing automation strategies to improve lead generation and customer retention while collaborating with cross-functional teams to integrate new automation tools and platforms, and providing technical guidance, mentorship, and stakeholder communication support during the transition. Also acted as Team Lead from October 2022 to May 2023 during a leadership transition, coordinating daily team activities and delivery while continuing individual contributor responsibilities.

    • Project Management
    • Salesforce Marketing Cloud
    • AMPScript
    • HTML
    • CSS
    • JavaScript
    • T-SQL
    • Smartsheet
    • Zapier

  2. Web Development Specialist III

    Apr 2021 – Dec 2022

    Led delivery of multiple high-impact projects as project coordinator, ensuring timelines, scope, and quality standards were met while maintaining team process documentation and reviewing it for consistency and best practices, and acting as the primary point of contact in the Team Lead’s absence to review client briefs, assess requirements, and assign work.

    • Project Management
    • Salesforce Marketing Cloud
    • AMPScript
    • HTML
    • CSS
    • JavaScript
    • T-SQL
    • Smartsheet
    • Zapier

  3. Web Development Specialist II

    Sep 2020 – Apr 2021

    Helped implement A/B testing on nurture email journeys and developed custom solutions using API integrations with existing and new systems to support lead generation and conversion.

    • Salesforce Marketing Cloud
    • AMPScript
    • HTML
    • CSS
    • JavaScript
    • T-SQL

  4. Web Development Specialist I

    Aug 2018 – Sep 2020

    Generated form submission and email performance reports for marketing analysis, coordinated with other teams to resolve platform issues, and maintained basic process documentation for future reference.

    • Salesforce Marketing Cloud
    • AMPScript
    • HTML
    • CSS
    • JavaScript
    • T-SQL

  5. Web Development Associate

    Aug 2016 – Aug 2018

    Delivered web and email development support for multiple enterprise clients under NDA, partnering with marketing teams to execute B2B and B2C campaigns, building responsive web pages, landing pages, and Salesforce-integrated forms, developing and testing responsive email templates in Eloqua and Marketing Cloud, supporting campaigns through segmentation, A/B testing, reporting, and optimization, managing Magento e-commerce content and promotions, and coordinating with stakeholders to implement best practices and documentation for improved efficiency and knowledge transfer.

    • HTML
    • CSS
    • JavaScript
    • Salesforce Marketing Cloud
    • Eloqua
    • Email Newsletter Design
View my full résumé →

Education

  1. 2012 – 2016

    B.Sc. in Information Technology

    Polytechnic University of the Philippines
    Manila, Philippines