Overview
This role sits at the bridge between my earlier marketing execution work and the later transformation work. It involved making a complex CRM and channel environment easier to steer through better measurement, better updates, and stronger coordination across teams.
What changed
- Migration work and documentation supported a major CRM transition
- KPI structure improved how lifecycle performance was defined and discussed
- Executive communication made progress and tradeoffs easier to follow
- Testing and segmentation reduced opt-out rates materially
Why it mattered
- Teams had a clearer operating view during change
- Leadership had cleaner updates during a cross-functional transformation effort
- Lifecycle strategy had measurable customer impact instead of just better presentation