More Goodness is a division of Dairy Farmers of Canada focused on consumer engagement through nutrition education, recipes, and community-building campaigns.

When management of the Salesforce Marketing Cloud (SFMC) instance was assumed, the system was in disarray:

• Database trust was non-existant.
• Data fidelity was low.
• Automations and journeys were fragile.
• Processes lacked governance or documentation.

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• Conducted a base audit of the SFMC instance and repaired failing components.
• Created SOPs and governance frameworks for long-term stability.
• Enriched user profiles with bespoke techniques for more intelligent segmentation.
• Assumed full responsibility for all email marketing efforts, ensuring consistent brand alignment.

Delivered 3,500,000+ emails with a 38% open rate and a 2.5% click rate. Reduced unsubscribes from ~0.9% to ~0.4% in nine months. Aided in the growth of subscribers from 150,000 in February to +345,000 by November 2025 (130% growth in seven months). Stabilized the SFMC instance and established a governed process to prevent future fragility.