Global Marketing Transformation in E-Commerce

Customer

A leading e-commerce giant in the European market, operating 20+ consumer brands across six regions and over 150 countries. The business manages a large global portfolio and must coordinate marketing execution across markets with varying maturity, channels, and customer expectations. Their scale demands highly agile marketing operations, centralized intelligence, and personalization at speed.

Business Objective

The customer wanted to:

  • Transform global marketing operations into an agile, scalable operating model

  • Enable personalized, consumer-centric marketing at global scale

  • Increase customer penetration across multiple brands and regions

  • Replace decentralized, manual processes with unified systems and coordinated execution

  • Improve visibility and decision-making across regions and business units

  • Identify and size value opportunities to build adoption and leadership alignment

  • Establish a multi-year digital and MarTech transformation roadmap

Scope of Services

BXI partnered with the customer to execute a global marketing transformation program, including:

Strategic Marketing Transformation

  • Defined the vision & personalization ambition across 20+ brands

  • Created top-down opportunity sizing to secure leadership commitment

  • Established a multi-year value capture plan, linked to sprint-level execution

Operating Model Redesign

  • Designed and launched four cross-functional agile pods

    • personalized campaigns

    • channel operations

    • data & insights

    • experimentation

  • Tested personalization use cases in-market with real customers

Data & Measurement Enablement

  • Built a customer marketing data testing environment

  • Enabled pod teams to generate insights on-demand

  • Implemented measurement framework to track impact of use cases

Transformation Roadmap

  • Defined a 2.5-year MarTech transformation roadmap with 80+ initiatives

  • Prioritized platform development, data integration, and marketing process scale-out

Benefits

  • A unified vision for personalized customer marketing at enterprise scale

  • Clear opportunity sizing to align leadership and accelerate adoption

  • Agile pods established to test and scale personalization in real markets

  • Multi-year value capture plan aligned to sprint execution

  • On-demand customer data and insights enabling rapid experimentation

  • A structured testing environment to measure impact of use cases

  • Strong cross-functional alignment across brands, regions, and leadership

Impact

  • ~$250 million projected cost savings from process and platform efficiencies

  • ~15% projected revenue growth via consumer-centric marketing approach

  • 80+ initiatives included in a 2.5-year MarTech roadmap

  • 100% leadership buy-in for a unified digital transformation vision

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