IDENTITY RESOLUTION
1997 · MS SOCIETY
80 databases. One file. Zero duplicates.
The Multiple Sclerosis Society had 80 regional chapter databases with no unified donor record. Led a 12-person team through a year-long consolidation — multi-stage matching logic, full ledger reconciliation, normalization rules built from scratch. One of the first large-scale identity resolution projects in the nonprofit sector, before any commercial tooling existed for it.
→ One national database. Zero duplication. Account fully recovered.
B2B ENTITY RESOLUTION
LATE '90s · AIRTOUCH
Building the rules before the rules existed.
AirTouch Cellular had 100,000+ business account records with no standardization — subsidiaries, parent companies, hierarchies all scrambled. Built the matching logic, normalization rules, and subsidiary-to-headquarters frameworks from scratch. No commercial B2B entity resolution solution existed yet. We invented the methodology on the job.
→ Clean account hierarchy. Foundation for enterprise sales motion.
PLATFORM LAUNCH
2023 · NXTDRIVE
Presales from absolute zero.
When Vericast launched NXTDRIVE, there was no presales infrastructure — no demo environment, no solutioning playbook, no ROI story. Built all of it. Defined the narrative, built the demo, developed the competitive intel, worked the deals. Within two years: seven clients signed. $8M+ in combined platform and media revenue.
→ 7 clients. $8M+ revenue. Practice built from nothing.
CDP PRESALES
2015–2020 · REDPOINT
The only person who could pitch both sides.
Redpoint Global had two complementary platforms — a data pipeline and identity resolution engine, and a campaign orchestration and real-time decisioning platform. I was the only presales resource who could pitch both independently and as an integrated CDP solution. CVS, Gap, GoDaddy, Ralph Lauren. The dual-platform fluency was the differentiator.
→ $7–16M annual new business. CVS · Gap · Ralph Lauren · GoDaddy.
CRISIS RECOVERY
EARLY 2000s · EPSILON
The failing project nobody wanted.
A high-visibility Epsilon project had gone off the rails — timeline blown, client relationship strained, team demoralized. I transitioned onto it, re-established momentum, reset expectations, and led it through delivery. Not glamorous work. But the kind of thing that gets you promoted to Senior Director when you pull it off.
→ Project recovered. Relationship restored. Promotion.
MAINFRAME INFRASTRUCTURE
MID-'90s · PACIFIC BELL
Billions of call records. Daily.
Pacific Bell had one of the largest customer databases in US telecom. Designed and managed the mainframe data ingestion pipelines that processed billions of call records every day. Scale problems most people in martech today have never had to think about — and that informed everything I've done with data architecture since.
→ Billions of records, daily. Zero tolerance for failure.
