Case Studies

In most global orgs, MarTech is where ambition meets entropy. Tools proliferate. Processes diverge. Knowledge fragments. Teams become dependent on either vendor consultants or internal gatekeepers, and marketing slows down not because of poor execution, but because of poor coordination . At a Global Organisation I was working at, I was tasked with solving this: How do you manage marketing technology across 15+ countries, 10+ platforms, multiple levels of digital fluency, and

At LifeFitness, I led the complete migration from Pardot to HubSpot across 15+ global regions - replacing fragmented systems, aligning teams, and standardizing processes across languages, markets, and business units. This wasn’t a lift-and-shift exercise. It was a strategic redesign of global marketing operations - architecture, automation, analytics, and enablement - built to scale. As Global Digital Marketing Operations Manager, I didn’t just deliver a tool implementation.

The global pet market is booming, but it's also heavily fragmented. New DTC pet brands emerge every month, leveraging viral trends, paid media arbitrage, and emotionally manipulative content. It’s a high-volume, low-loyalty space - and most brands chase visibility at the expense of authenticity. When I joined Anubys, we were starting from zero: no brand equity, no email list, no community. The product line was solid - high-quality, design-forward pet gear but in this category