Governance & Compliance

Customer Identification & Consent Architecture

Customer identities were fragmented across product platforms and CRM, leading to duplicate records and compliance gaps. I built a multi‑source verification framework, aligned product and marketing automation identities, deployed a GDPR‑compliant subscription management program and instituted duplicate‑matching and enrichment protocols. This resolved 15K duplicate records, identified 3.6K marketable customers, enriched 54K+ records and drove a 15 % increase in engaged customers.

The Problem

At a global B2B SaaS enterprise, the marketing team could not reliably identify, target, or engage post-sales customers because customer data lived in disconnected systems: the product network, customer success tools, CRM, and MAP. Approximately 15,000 duplicate records, inconsistent consent tracking, and the technical constraints of Marketo's workspace and partition structure made it impossible to build an accurate, compliant customer audience for retention and growth programs.

I designed a customer identification and consent management architecture that unified data sources using a multi-tier verification model built on operational signals, product activity, self-identification, and manual exception workflows. Partnering with Engineering, I implemented an integration that aligned product-network identity with MAP identity, introduced status normalization and routing logic, and deployed duplicate-matching protocols that preserved global instance integrity while enabling accurate customer data flow.

Critically, this system was designed to operate within the existing Marketo partition architecture, avoiding the risk and disruption of a structural partition overhaul. Instead, I built partition-aware routing logic and cross-workspace deduplication protocols that resolved identity conflicts at ingestion, maintained workspace governance, and ensured clean data flow without requiring enterprise-wide re-architecture of the MAP environment.

Beyond data unification, I built a privacy-compliant opt-in program tailored to post-sales lifecycle stages and integrated directly with the enterprise consent repository. This shifted compliance from a defensive requirement to a revenue enabler by strengthening trust and improving data reliability. The system identified over 3,600 marketable customer contacts, enabled targeted outreach to 80% of the customer base, and enriched more than 54,000 records with customer intelligence, all delivered in two months without disrupting global operations.

Disconnected identity systems left no source of truth,

limiting the ability to target, retain, and grow customers compliantly.

The Solution

Multi-Source Customer Identification Framework

Designed a multi-tier verification methodology that unified customer identity across operational systems, product platforms, and form submissions. Established role-based marketability logic and account-level matching rules to ensure field teams could target customers based on verified identity, consent, lifecycle stage, and opportunity alignment.

Product–Marketo Integration Architecture

Partnered with Engineering to architect an integration using Boomi that aligned product-network identity with MAP identity. Implemented status normalization, partition routing logic, and deduplication protocols that resolved 15,000 duplicate records while preserving global instance integrity and enabling accurate behavioral segmentation.

GDPR-Compliant Customer Opt-In Program

Launched a centralized subscription and consent management program tailored to post-sales lifecycle stages and integrated with the enterprise consent repository. Implemented suppression rules, preference logic, and consent tracking that enabled compliant audience targeting and contributed to 15% growth in the engaged customer database.

Governance & Cross-Functional Partnership

Served as liaison between Marketing, Engineering, Legal, and Privacy to ensure stable, compliant operations throughout implementation. Established monitoring protocols, enriched 54,000+ records with customer intelligence, and documented integration logic that enabled long-term sustainability without disrupting the global MAP environment.

From fragmented identity to

accurate segmentation, compliant outreach, and measurable revenue impact.