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Led Enterprise Data Architecture, implemented MDM, ODS, Data Vault Warehouse, rearchitected CAP processes/systems/technology, and enabled Marketing Analytics.
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Global Master Data Management and Data Quality:
* Global Master Data Management: Architected end-to-end, scalable, global, multi-industry, multi-domain, coexisting/transactional MDM across Party (Customer and People & Org), Place (global addresses & structures), and Account, creating a single source of truth that served 6 global industries and drove significant operational efficiency. Further matured each domain with independent strategy and steward.
* Data Acquisition & Integration: Integrated master data from systems of record/reference, in real-time with change data capture and event-driven architectures, reducing the latency by 3 to 5 days and increasing the freshness & availability of data for down-stream systems.
* Data Storage & Provisioning: Designed highly-normalized scalable master data models to accommodate any global business attribute changes, reducing data debt by 25%. Provisioned this data as accurate and reliable master data products with 80% reusability, 35% cost/time reduction in development/integration for new applications, and significant acceleration in time-to-market of critical business needs.
* Data Quality: Executed end-to-end data quality (cleansing, standardization, survivorship) to enrich all master data, increasing customer profile accuracy by 12%, addresses accuracy by 85%, and reducing undelivered mailings by 60%.
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Customer Acquisition Portfolio (CAP):
* Operational Data Store (ODS): Implemented an ODS based on the real-time MDM solution for integrated Customer and Dealer data.
* CAP Rationalization & Modernization: Spearheaded the consolidation of 8 disparate legacy systems (leads, campaigns, subscriptions) into a centralized customer onboarding system, effectively retiring technical debt and reducing maintenance costs by $150k annually.
* Digital Marketing Enablement: Leveraged this unified ODS foundation to integrate Adobe SiteCatalyst, bridging the gap between anonymous web traffic and known prospect data. This capability enabled closed-loop marketing attribution, automated personalized campaigns, and increased lead conversion visibility by 40%.
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Marketing Analytics:
* Data Vault Architecture: Architected a near-real-time Data Vault on top of the MDM & ODS foundation. This approach allowed for the rapid ingestion of historical data and reduced report generation latency from 24 hours to near-real-time, enabling faster executive decision-making.
* Market Intelligence: Supported a competitive intelligence capability by aggregating internal sales data with external data (trade associations, competitor registrations, census data). This enriched view enabled precise customer segmentation and “White Space” analysis, optimizing the market-spend allocation by 15%.
* Data Monetization (Customer 360): Extended the Data Vault to create a unified Customer 360 profile, which served as the operational backbone for JD-Link telematics. This single view of the customer was critical for managing digital entitlements, directly increasing the transition from free trials to paid subscriptions by 20%.
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