$25M+
Annual Revenue Contribution
60%
Faster Content Publishing
10+
Systems Integrated
The Challenge
Fragmented MarTech stack limiting growth potential:
- Legacy CMS couldn't support A/B testing or personalization at scale
- Data scattered across 10+ systems with no unified customer view
- No identity resolution—couldn't track users across web and mobile
- Marketing team couldn't iterate fast enough on content (days vs. hours)
- PII governance issues creating compliance risks
- No experimentation framework to validate feature ideas
The Approach
Multi-quarter platform transformation strategy:
- Led CMS modernization from Netlify to composable, headless architecture (Contentful/Optimizely)
- Designed data ingestion pipelines from GA4, Localytics, and Salesforce into Snowflake
- Implemented schema governance and identity stitching for unified customer data
- Built Enterprise Data Dictionary with PII classification across all systems
- Deployed feature flag and experimentation frameworks for continuous testing
- Aligned Engineering, Marketing, and Analytics on shared technical vision
The Results
Measurable business impact across multiple dimensions:
- $25M+ in annual revenue uplift through improved personalization and faster product iteration
- 60% reduction in publishing cycle time from days to hours, accelerating content velocity
- Unified data foundation powering ML models, recommendation engines, and experimentation
- Compliance-ready architecture with full PII governance, lineage tracking, and audit trails
- Scalable infrastructure supporting 4M+ monthly active users with room to grow
- Team velocity improved through feature flags enabling incremental rollouts and faster validation
"The platform work directly enabled our personalization strategy and contributed to significant revenue growth while reducing technical debt."
Key Takeaways
This wasn't just a technology migration—it was a strategic transformation that touched every part of the business:
- Start with business outcomes: Every technical decision was tied back to revenue, user experience, or operational efficiency
- Build for iteration: Experimentation infrastructure allowed the team to ship features 60% faster with lower risk
- Governance enables speed: Clear data standards and PII controls actually accelerated development by reducing ambiguity
- Unified data unlocks AI: The customer 360° foundation made ML-powered personalization possible at scale