MarTech360 Interview with Adrianna Shukla, Director of Demand Generation at Snowplow

Surround yourself with people who are adaptable, collaborative and genuine—it’s the combination of customer centricity and great people that drives real growth.

Your career reflects a unique blend of strategic demand generation, martech integration, and partnership development across diverse enterprise-level projects. With experience in launching 12 high-traffic websites, doubling subscriber growth, and leading nine acquisition integrations, what guiding principles do you rely on to drive cohesive, scalable marketing strategies across such varied initiatives?

For me, the foundation is always data-driven decision-making and adaptability. Every initiative—whether it’s building websites, scaling audiences, or integrating acquisitions—starts with a clear understanding of business objectives and reliable data and technology. I focus on creating scalable, repeatable processes and fostering collaboration across teams. With today’s privacy-first landscape impacting tracking and attribution, I’ve also learned that mastering flexibility and making technology choices that support scalability, seamless integration and compliant operation is more critical than ever.

Adrianna, can you tell us about your professional background and your current role at Snowplow? Also, how does Snowplow differentiate itself from other companies in the same space?

I’m Adrianna Shukla, Director of Demand Generation at Snowplow, where my focus is on building pipeline, driving engagement, and ensuring that our strategies align with the real-world needs of businesses. What sets Snowplow apart is its ability to provide businesses with complete control and ownership over their behavioral data. Unlike tools like GA4 or Adobe Analytics, Snowplow lets you track the full customer journey—across platforms and devices—in a way that ensures compliance and precision. With browser privacy tightening and legacy solutions falling short, businesses need infrastructure like ours to make confident decisions.

What are the best practices for implementing Snowplow to ensure optimal data collection, processing, and analytics, and how can organizations leverage its features to gain actionable insights while maintaining data governance and compliance?

Start with clarity: what are the critical questions your data needs to answer? From there, focus on setting up Snowplow’s tracking infrastructure around your most important events and touchpoints. I always recommend leveraging Snowplow’s compliance-first features, like PII pseudonymization and server-side identity resolution, to maintain trust while ensuring data accuracy especially when collecting non-opted in traffic. You can even track users for over a year (with consent), giving a richer, more complete view of the customer journey than tools like GA4.

Also Read: MarTech360 Interview with Mike Bernard, Chief Marketing Officer at Vendavo

In what ways does Snowplow enable real-time data enrichment and AI/ML model training, and how might this capability benefit businesses seeking rapid decision-making and personalized customer experiences?

Snowplow delivers real-time enriched behavioral data directly into your warehouse or lake, making it perfect for powering AI and machine learning models. This allows businesses to make decisions faster and with greater precision—whether that’s refining marketing campaigns or delivering hyper-personalized experiences. For example, we have customers using sub second delivered data for real-time personalization and product recommendations on websites.

What are some ways Snowplow’s comprehensive tracking capabilities across diverse platforms—like wearables, IoT, and video—help businesses achieve a unified view of customer behavior throughout their journeys?

Snowplow captures behavioral data across the entire spectrum—web, mobile, IoT, and more. This means businesses can see the full customer journey, from someone interacting with a product on their smartwatch to purchasing in-store. Unlike GA4, where dashboard insights can feel fragmented, Snowplow lets you connect every interaction for a truly unified view. This holistic visibility is a game-changer for decision-making and forecasting.

What is the biggest problem you or your team is solving this year?

This year, we’re focused on two critical challenges: shifting data quality and governance left, and preparing businesses for AI-driven opportunities. With privacy-first regulations tightening, complexity growing and traditional tracking methods failing, ensuring high-quality, well-governed data at the point of collection has become non-negotiable. We’re helping businesses reimagine their data pipelines so issues are caught early, not downstream where they’re costly to fix.

On the AI side, we’re empowering teams to lay the groundwork for AI use cases by delivering real-time, enriched behavioral data. With Snowplow, companies can train models on clean, granular data they trust—fueling everything from personalization to smarter decision-making. It’s all about setting them up to thrive in a world where quality and actionability are paramount.

What advice do you have for other leaders who are looking to drive growth for their brand?

Invest in two things: reliable data and the right team. Inaccurate data leads to poor decisions, and with changes in tools, browsers and more its making tracking harder. Having tools like Snowplow that ensure trust and transparency is critical. At the same time, surround yourself with people who are adaptable, collaborative and genuine—it’s the combination of customer centricity and great people that drives real growth.

Is there anything that you’re currently reading, or any favorite books, that you would recommend?

I’ve been reading Dare to Lead by Brené Brown, and it’s been a game-changer for how I think about leadership. Her focus on vulnerability, courage, and connection really resonates—especially in fast-paced, high-stakes environments like Martech. It’s a great reminder that the strongest teams are built on trust and empathy, not just strategy and execution. Highly recommend it for anyone looking to lead with authenticity!

Thanks Adrianna!