Personalization Program Driving $600K in Monthly Revenue
A data-driven personalization initiative delivering 14 targeted product upsell banners across key pages, generating $600K in monthly revenue through precise audience targeting and a structured cross-functional delivery process.
Outcome
$600K in monthly revenue generated through 14 personalized product upsell banners.
The Challenge
The goal was to deliver relevant product upsell experiences to users at the right moment in their journey — without a one-size-fits-all approach. This required a clear understanding of customer needs, a reliable data foundation, and a user profile schema capable of storing and activating audience signals at scale.
Coordinating across Product, Business Intelligence, and CDP architecture teams added operational complexity that needed to be managed without slowing delivery.
The Approach
- ▸Stakeholder alignment. Worked with the Product team to map customer needs to upsell opportunities, ensuring the personalization strategy was grounded in user intent rather than internal assumptions.
- ▸Data sourcing. Partnered with the Business Intelligence team to identify, pull, and validate the data required to power audience targeting, defining clear handoffs and refresh cadences.
- ▸CDP schema design. Collaborated with the CDP architect to determine the optimal schema for storing audience attributes in the user profile, balancing flexibility for future use cases with performance at scale.
- ▸User journey configuration. Configured the full personalization user journey — from audience qualification to experience delivery — ensuring each of the 14 banners was mapped to the correct segment and trigger condition.
- ▸QA and validation. Designed and executed a QA process to verify that users were being targeted correctly across all segments, including edge cases and exclusion logic.
- ▸Capacity planning. Managed the roadmap for rolling out additional personalization activities in subsequent quarters, balancing incoming requests against team capacity and technical dependencies.
My Role
Senior Manager, MarTech — responsible for program ownership end-to-end. This included cross-functional coordination, user journey configuration, QA validation, and managing the forward-looking personalization roadmap.