Established WMG's first-party consumer data platform by centralizing data, integrating data sources, and enabling data activation to support data science, marketing, and analytics business needs. Steered product development, marketing, and documentation. Guided a team of engineers. Supported the ongoing data privacy, governance & consent overhaul. (Promotion)
• Within the first year of launch, achieved a 6x increase in engagement by tapping 7 data sources and marketing to 150M+ contacts through 1800 data syncs to 28 destinations.
• Unlocked local segmentation strategies & content personalization for 6 international teams by bolstering data architecture and corresponding integrations.
• Saved $10k for the Customer Experience Team by developing a 'Customer Support Case Archive' web app; conducted user research, reviewed UX/UI, and launched within an SSO gated portal.
• Vetted & cataloged CDP & ESP platform alternatives as part of ongoing tech stack evolution.

Enriched WMG's email communications with dynamic & personalized content, enhanced team efficiencies, and fully automated eligible campaigns. Served as Salesforce Marketing Cloud product owner.
• Piloted multichannel journeys, leveraged AI features, and implemented Single Sign-On (SSO) functionality.
• Streamlined 'Tour Alert Email Notification' automated campaign with a 30% faster turnaround time through an enhanced request funnel.
• Developed personalized email content framework for a cross-promotion welcome journey.
• Directed transactional email implementation during e-commerce platform migration from Magento to Salesforce Commerce Cloud.
• Guided data & automation migration during the rebranding of Topsify as WMX

Managed email automation efforts across all MSG brands by coordinating with stakeholders & developers, devising strategies, and managing roadmaps & releases. (Brands: NY Knicks, NY Rangers, Radio City Music Hall, Chicago Theater, and more.)
• Cut email production time by 98% for pre-show campaigns by spearheading the creation of an automated template. (This template won the 2019 EIS Award for Entertainment Email Marketing.)
• Launched life cycle marketing email automations by combining Ticketmaster purchase data with a proprietary Event Engine API within Salesforce Marketing Cloud
• Increased revenue opportunity, enhanced customer experience, and provided safer venue ingress by designing a personalized entry email module.
• Improved marketing attribution accuracy by auditing processes, building a parameter generator, aligning with analytics teams, and adjusting workflows.