Summary

Established a trusted customer data foundation for a FMCG organisation operating across multiple markets, resolving fragmented profiles and inconsistent consent processes.

Context

A FMCG organisation wanted to create a stronger foundation for customer intelligence by improving how customer data, preferences, and consent information were managed. Operating across multiple markets with different channels, the organisation faced challenges around consistency, compliance, and customer understanding.

Challenges

• ◆Fragmented customer data across business systems with no unified customer profiles
• ◆Inconsistent consent collection and management processes across markets
• ◆Difficulty supporting personalised customer journeys
• ◆Increased regulatory requirements around privacy and data governance
• ◆Limited ability to enable analytics and AI on top of fragmented data

Approach & Contribution

I analysed the existing customer data landscape and identified fragmentation points, defined requirements for centralised consent and preference management, and supported development of customer data models and business rules. I worked with business stakeholders to identify customer journey improvement opportunities and aligned marketing, privacy, compliance, and technology teams.

Outcomes

• ◆Improved customer data consistency across markets
• ◆Reduced compliance risks through stronger consent governance
• ◆Better customer segmentation capabilities
• ◆Improved ability to deliver personalised experiences
• ◆Reduced operational overhead related to consent management