<h1>Data Strategy Reset – "Spring-Cleaning a Billion-Dollar Basement"</h1>
<h2>Problem in 60 Seconds</h2>
<p>Our $1B Smart Mail Marketing line was lugging around dusty databases, slo-mo processes, and privacy gremlins—not quite Netflix-slick.</p>
<h2>What I Did</h2>
<ul>
<li><strong>Privacy &#x26; Compliance Detox</strong> – Scrubbed every data pipe with Canadian-grade Purell.</li>
<li><strong>Audience Makeover</strong> – Kept the good stuff (demographics, behavior) and kicked out creepy data.</li>
<li><strong>Source Swap-Out</strong> – Replaced pricey under-performers; saved $500k right off the bat.</li>
<li><strong>Process Tuning</strong> – Bolted the Data Channel Optimization engine into the workflow.</li>
<li><strong>App Integration</strong> – Married physical mail data with shiny new app metrics.</li>
<li><strong>Roadshow &#x26; Training</strong> – Translated geek-speak into sales-speak for stakeholders.</li>
</ul>
<h2>Early Wins</h2>
<ul>
<li><strong>$3M new revenue</strong> from fresh data products.</li>
<li><strong>50% faster turnaround.</strong></li>
<li><strong>25% jump in revenue per customer.</strong></li>
</ul>
<h2>Status</h2>
<p>Still in motion—think Marvel post-credit scene. More sequels (and savings) coming soon.</p>


Spring-Cleaning a Billion-Dollar Basement - Transforming a $1B Smart Mail Marketing line with privacy compliance and process optimization.