One Braze architect for the migration, the rebuild, and the day-to-day.
Moving off SFMC, rebuilding a shallow migration in place, or keeping a senior architect on the estate you run - the discipline underneath is the same: deterministic identity, opt-out and suppression state that holds, and a data model your marketers can ship on. The architect you scope with is the one who does the work.
Book a scoping call Walk me through your estate. I’ll tell you what I’d check.
The three engagements
Each one has its own page telling you what the work is and how it runs. The short version:
Migration
Two phases. The Migration Blueprint audits your SFMC estate and defuses the three landmines on paper: deterministic identity, opt-out and suppression state, and sender reputation. Core Execution builds what the Blueprint mapped: CDI against your warehouse, your top journeys rebuilt in Braze, IP warming on a net-new subdomain, and a zero-downtime cutover your team keeps sending through.
How the migration runs →Re-Architecture
A bounded audit of the Braze account you already run. It maps what your identity model should be, which data structures earn their place and which to retire, where subscriber state disagrees with your source of record, and the order to rebuild in - a plan your team can run, with or without me.
See the Re-Architecture Audit →Fractional Architecture
Ongoing senior Braze architecture without a full-time hire. I take the work that otherwise waits: Liquid templating that holds up, custom webhooks, CDI and schema changes designed before they land, and the enablement that gets your marketers shipping without waiting on a data engineer.
How fractional support works →What you’re actually buying
Every engagement
- Done at enterprise scale. Architected a Fortune-50 media company’s four-region SFMC → Braze migration, from audit through the mapping into Braze.
- Scoped by the builder. The architect you scope with writes the plan and executes it. The work never gets handed to a delivery team you haven’t met.
- Identity-first. The deterministic ID is defined before any data moves.
- Cost you agree to up front. An estimate with a not-to-exceed, or a fixed fee with an hour cap on a bounded scope. Milestone-based either way, and no surprise invoices.
On a migration
- State integrity. Opt-out and suppression reconciled before the first send.
- Zero-downtime cutover. Legacy SFMC keeps sending until Braze is proven.
- Real-time, event-driven. Off SQL batch windows, onto live journeys your marketers ship without waiting on a data engineer.
One architect, end to end
I’m Danny Petrucci. I started this practice because of a gap I kept watching marketing teams fall into: SFMC is aging badly, and marketing teams rarely get the data-engineering attention their platform needs, during a migration off it or years after one that carried the old architecture along. That middle ground is where I work: deep enough for your data engineers, translated for your marketers, and I both write the plan and execute it. The name is the method: tare, zeroing the scale before you weigh. We reset to a clean slate, look at what your team does today and what you want to build, and I turn that into a plan you can execute: data orchestration upstream of the platform, business rules inside it.
The background, briefly: I architected the enterprise SFMC → Braze migration for a Fortune-50 global media & entertainment company: the audit, stakeholder data contracts across five business units, and the data-architecture mapping into Braze for four global regions. I worked directly with Braze product teams on the Decisioning Studio early-access integration. Braze Certified: Practitioner, Developer, Technical Marketing Expert; five prior years on the SFMC side as lead developer and solution architect. The same identity, data-model, and subscriber-state discipline is what I bring to accounts already on Braze that migrated shallow. When we work together, this is who does the work. No handoffs, no bench.
Tell me what you’re working with.
A short scoping call: you walk me through your estate, SFMC or Braze, I tell you what I’d check and where the risk actually is. No pitch. You leave knowing where you stand.
Book a scoping call