Market Expansion: Transforming Global Marketing Operations, Achieving Efficiency and Growth through Agile, Personalized Marketing.

The imperative for change

20 brands across six regions and 150 countries with a diverse global presence.
Decentralized model with disparate technologies and manual marketing processes didn’t allow for agility or a coordinated effort to capitalize on significant market moments .
Limited visibility across brands and regions .
Lack of capability to effectively scale solutions.

Defined a vision for personalized customer marketing and created top-down opportunity sizing to get the organization excited about the program.
Set up four cross-functional pods to operate with new agile marketing processes and test personalization use cases in-market.
Aligned multi-year value capture plan with sprint-level planning and targets.
Stood up customer marketing data testing environment to enable pod teams to generate insights on-demand and measure the impact of use cases.

Roughly $250 million projected cost savings as a result of efficiencies brought on by new systems, processes and platforms.
Approximately 15% revenue growth is projected as a result of a new consumer centric marketing approach.
80-plus initiatives as part of a 2.5-year MarTech Transformation roadmap.
100% buy-in of the singular vision and united purpose across the leadership team for digital transformation.