What it was
This role is where my marketing background and later transformation work really meet. It included omni-channel campaign management, lifecycle strategy, KPI design, and Salesforce transition work inside a complex cross-functional environment.
What changed
- Omni-channel marketing work became more measurable and easier to steer
- Lifecycle performance was defined through clearer KPI structure
- Executive updates made roadmap progress and tradeoffs easier to follow
- Testing and segmentation reduced opt-out rates materially
Why it mattered
- The work shows real marketing depth, not just CRM-adjacent support
- Teams had a clearer operating view during a cross-functional transformation
- Lifecycle strategy had measurable customer impact instead of only cleaner reporting