Robust custom data-layer

Led the design of an enhanced marketing data framework to improve the effectiveness of third-party advertising and affiliate platforms.

Product Context

The work was initiated to address how prospect engagement was handled once an initial signal of interest had been established. At that stage of the journey, the challenge was ensuring that subsequent engagement remained aligned with the nature and strength of that interest, rather than defaulting to generic messaging.

The emphasis was on relevance and continuity across the customer journey, rather than scale or reach.

Product Contribution

My responsibility was focused on clarifying what information was needed to support intent-aware engagement, and when it should be applied within the funnel to remain meaningful from a customer and business perspective.

This involved working with stakeholders to identify which indicators were appropriate to consider at different stages of the journey, and ensuring that their use aligned with agreed governance and privacy expectations. The role centred on product definition and prioritisation, establishing a shared understanding of requirements rather than prescribing specific technical or operational approaches.