Massive Migration:
In 2021, MAF faced the complex operational hurdle of transitioning all 10+ distinct brands and over 100 active consumer communications to a new environment.
High-Volume Lifecycle Campaigns:
The migration directly included moving 40+ highly automated lifecycle campaigns supporting the SHARE Rewards Programme, which served over 3 million active customers.
Zero Disruption:
The primary goal was to execute the sweeping structural overhaul while maintaining a seamless transition that caused zero disruption to personalized customer communications.
Cross-Functional Mapping:
Assembled a unified team across MarTech, Insights, Tech, and Marketing to meticulously map all 40+ existing use cases and explicitly outline future lifecycle requirements.
Data Foundation Infrastructure:
Structured and thoroughly cleaned necessary data attributes and events, establishing an organization-wide data dictionary to maintain a single source of truth.
Marketer Enablement:
Deployed extensive, ongoing hands-on training frameworks to ensure internal marketing teams became completely self-sufficient with native platform features and data structures.
Advanced Suite Execution:
Ran 57+ distinct A/B tests within the first 8 months utilizing Intelligent Suite, integrated live connected content into the SHARE app, and deployed Content Cards for interactive gamification and feedback.
Flawless Ecosystem Rollover:
Successfully executed the large-scale transition with zero negative impact on customer experiences, retention, or active baseline engagement.
Accelerated Production Volume:
Scaled campaign operations to launch 110+ automated campaigns by the end of 2022 , delivering over 1,000 unique communications to 5.5M+ total recipients in year one.
Hyper-Automation ROI:
Achieved consistently strong open and click rates across all channels, demonstrating the massive conversion power of embedding hyper-automation directly into MAF's primary engagement driver.
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