Digital transformation American clothing retailer

I was Senior Strategist for a marketing process improvement and digital transformation project for $6B American clothing retailer. Through a rigorous discovery process and analysis of the current marketing state (eg. conducting interviews with key stakeholders and researching industry best practices) I was able to identify opportunities in marketing processes, prioritize quick wins and create a roadmap and holistic future state digital marketing model (including processes and tools). Taking into account brand nuances, disparate data, varied tools, and different ways of working, along with the holistic model, we developed new process maps, flows and a detailed transition plan for the entire company that was efficient and scalable, all underpinned in data and analytics. A series of playbooks were used to systematize and standardize digital product management practices, tooling, roles, and governance across all marketing teams and functions.