MIKE MACLEOD, PMP
Senior Salesforce Business Analyst / Project Manager
mikemacleod@me.com | 647-980-7639 | Toronto, Ontario, Canada

SUMMARY
- 15+ years leading Salesforce-driven Sales and Service initiatives as a Business Analyst and Project Manager, translating business needs into scalable, user-centric systems and tools that improve sales performance and operational efficiency.
- Skilled across the full project lifecycle: requirements elicitation and documentation, business requirement analysis and validation, stakeholder feedback sessions, impact analysis and risk identification, UAT coordination and execution, sprint demos, and Agile ceremonies.
- Experienced mapping current-state and future-state business processes, distinguishing core business needs from stakeholder requirements and system constraints, and driving root-cause, data-driven solutions to systemic inefficiencies.
- Delivered Salesforce Sales Cloud and Service Cloud implementations and dashboard configuration for financial services and other enterprise clients, with dynamic customer-facing dashboards giving stakeholders real-time visibility.
- Comfortable presenting to stakeholders at all levels; change readiness, training, and go-live support has been part of every implementation led, including training 250+ Salesforce professionals as an ADM 201 and DEV 401 instructor.
- 1.5 years' direct, technical experience with ATB's Toronto CRM, serving as the main point of contact for Tier1 Financial, ATB's CRM vendor.
- Served as Scrum Master running daily stand-ups, sprint demos, and Agile ceremonies, with 8+ years' JIRA experience for unified reporting and stakeholder dashboards.

CORE COMPETENCIES
Business Analysis & Requirements: Requirements Elicitation & Documentation, Business Requirement Validation, Impact Analysis & Risk ID, Stakeholder Feedback Sessions, UAT Coordination & Execution
Process & Solution Design: Process Mapping (As-Is / To-Be), Root-Cause & Data-Driven Analysis, Solution Scoping, Change Readiness & Training, Documentation & BRDs
Salesforce Platform: Sales Cloud, Service Cloud, Dashboard Configuration, Salesforce Administration, Declarative Automation
Delivery & Stakeholder Management: Agile / Scrum Ceremonies, Sprint Demos, Stakeholder Alignment, JIRA, Cross-Functional Partnership

PROFESSIONAL EXPERIENCE
Senior Project Manager | Oct 2024 – Jul 2025
HSS Business Solutions | Toronto, ON
- Gathered business requirements from partners, SMEs, architects, and engineers and translated them into technical user stories and acceptance criteria.
- Built JIRA queries and dashboards that improved delivery governance by surfacing open items from past sprints and flagging work at risk of running long, giving leadership early visibility into delivery risk.
- Delivered a custom Salesforce customer portal integrated with a JDE inventory and supply system, saving customer service reps an average of 10 hours per rep per week.
- Delivered an AI-powered Salesforce case-close automation using predictive analytics, saving 80 hours of labour per week.
- Designed and delivered an end-to-end Pardot implementation, including backend configuration and a complete campaign build covering marketing emails, landing pages, and lead scoring.

Senior Project Manager | Jul 2018 – Feb 2024
Tier1 Financial Solutions | Toronto, ON
- Designed and delivered dynamic customer-facing dashboards powered by custom queries, giving clients real-time visibility into project status.
- Served as Scrum Master, running daily stand-ups, sprint demos, and Agile ceremonies, and mentored junior team members on delivery quality.
- Connected JIRA tickets to Salesforce cases, allowing clients to track progress through JIRA while the internal team's Salesforce cases remained undisturbed, maximizing the value of both systems.
- Built a custom ticketing system for Barclays, the firm's flagship client, to track configuration changes, customizations, and enhancement requests, giving the client's team the visibility needed to prioritize their own requests. Moved the engagement from RED to GREEN status within weeks.
- Completed a technology debt inventory for a major Canadian bank and delivered a remediation roadmap.
- Delivered 2 years of Anti-Money Laundering software and analytics built on Alessa, taking on projects that had already exceeded scope, budget, and schedule, and closing them cleanly with client sign-off and minimal additional effort.

Senior Salesforce Admin / Solution Architect | Jan 2016 – Jun 2017
MASS Engines | Toronto, ON
- Diagnosed and resolved leaks in the client's sales and marketing funnel, improving lead intake by 30%.
- Delivered SFDC marketing automation solutions and Eloqua integrations for projects up to $1.8M.
- Completed a full data migration from an acquired company into the client's Salesforce instance and migrated legacy users to an enhanced Partner Community, saving the client $20,000 in license costs.

ADDITIONAL EXPERIENCE
- Salesforce Business Analyst | YP, Toronto, ON
- Salesforce Admin and Analyst / Consultant | Afilias, Toronto, Canada Area
- Solution Architect (Contractor) | Research and Innovation Centre (RICC), Mississauga, ON
- Salesforce ADM 201 and DEV 401 Trainer | Microskills (Contractor), trained 250+ students
- Salesforce Project Manager | Independent Contractor, Toronto, ON
- Salesforce Admin / Project Manager | TigerTel, Halifax, Nova Scotia

EDUCATION
B.Sc., Dalhousie University
Dec 1988 – Dec 1992

CERTIFICATIONS
- Salesforce Certified Administrator (ADM 201) (2012)
- Salesforce Certified Platform Developer I / DEV 401 (2012)
- PMP Certification (2026)
- Python Certification (In Progress), Coursera
- Unix System Administration Certificate, Dalhousie University (2009)

TECHNICAL SKILLS
Salesforce, Sales Cloud, Service Cloud, Salesforce Administration, Salesforce Flow, Flows, Declarative Automation, Lightning, JIRA, MS Project, SharePoint, Data Migration, Data Governance, Reports & Dashboards, System Integration, Pardot, Eloqua, Python, Microsoft Excel, Microsoft 365

BUSINESS ANALYSIS & METHODS
Requirements elicitation, Business requirements gathering, Governance framework design, Process mapping (as-is / to-be), Impact analysis, Stakeholder management, Vendor management, UAT / test execution, Client & User Onboarding, Documentation & BRDs, Presentation & demos, Agile, Scrum, Waterfall, Software Development Lifecycle (SDLC), Anti-Money Laundering compliance delivery, Budget, schedule and risk management