MarTech Strategy
Developing marketing technology strategies that connect business requirements, customer journeys, data infrastructure, engagement channels, measurement, and commercial objectives.
MarTech
Marketing Technology, Customer Data and Lifecycle Enablement
I work across marketing technology, customer data, measurement, engagement, automation, and integration to build scalable foundations for digital growth.
My focus is not limited to acquiring marketing tools. I focus on the business architecture behind them: data collection, customer identity, platform integration, event tracking, audience activation, lifecycle journeys, personalization, governance, and measurable commercial use cases.
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Marketing Technology Architecture
Structuring the relationship between digital channels, analytics, attribution, customer data, engagement platforms, CRM, campaign systems, and operational technology. Typical stacks combine CRM systems such as Salesforce or HubSpot, customer engagement platforms such as WebEngage, and a Mobile Measurement Partner such as Adjust.
Customer Data Platform
Supporting the development and implementation of a Customer Data Platform to unify customer information, behavioral events, transaction data, identity resolution, segmentation, and audience activation.
Customer Engagement Platform
Supporting the implementation of a Customer Engagement Platform to manage personalized communication, automated journeys, behavioral engagement, and lifecycle campaigns across owned channels.
Mobile Measurement Partner
Using a Mobile Measurement Partner, including Adjust, to support mobile attribution, campaign measurement, deep linking, app events, revenue measurement, and post-install performance analysis.
Customer Identity and Data Unification
Connecting customer identities and activity across app, web, transactional systems, loyalty, CRM, and engagement channels to create a more consistent customer view.
Event Tracking and Data Collection
Defining meaningful customer events and data requirements across app and web experiences to support measurement, segmentation, personalization, and automated engagement.
Platform Integration
Coordinating integrations between marketing platforms, digital products, data sources, customer systems, analytics environments, and external communication channels.
Lifecycle Automation
Building automated customer lifecycle journeys based on behavior, customer status, engagement, transactions, inactivity, and commercial priorities.
Onboarding Journey
Designing an onboarding journey that guides new users from registration or installation toward activation, first meaningful action, first purchase, engagement, and repeat behavior.
Behavioral Journeys
Developing behavioral journeys for registration, activation, browsing, cart abandonment, checkout abandonment, first purchase, repeat purchase, inactivity, loyalty activity, and customer reactivation.
Segmentation and Personalization
Using customer attributes, behavioral data, transactional activity, engagement, location, lifecycle stage, and commercial value to support segmentation and personalized experiences.
Data Governance and Compliance
Supporting structured data access, ownership, consent, governance, documentation, and privacy considerations across marketing technology and customer engagement operations.
MarTech Evaluation and Vendor Management
Evaluating marketing technology platforms based on business use cases, technical architecture, integration requirements, data capabilities, scalability, compliance, implementation effort, and commercial value.
MarTech Adoption and Operating Model
Establishing responsibilities, processes, governance, workflows, and performance reviews required to turn marketing technology into an operational business capability.