Programs and operations · Enterprise technology program management
MarTech enablement through a major merger
Coordinated enterprise MarTech delivery across engineering teams, supporting tag management, data architecture, and marketing technology initiatives through a major corporate merger.
- Organization
- TD Ameritrade, then Charles Schwab
- Role
- Senior enterprise and technical project manager, then senior IT program manager
- Years
- 2018 to 2021
Coordinated two engineering delivery teams through the TD Ameritrade and Charles Schwab merger, with Tealium and OneTrust rollouts spanning more than 100 digital properties.
Overview
TD Ameritrade’s MarTech Enablement and Data Architecture Lab, known internally as MEDAL, owned the tag management, data layer architecture, and marketing technology operations behind the company’s digital properties. I joined in July 2018 as a senior enterprise and technical project manager and stayed through the Charles Schwab acquisition, finishing in August 2021 as a senior IT program manager on the Schwab side.
Challenge
Marketing teams needed data they could trust, legal needed consent handled consistently, and the engineers in the middle had more requests than capacity. Then the merger arrived, and the same work had to continue while two companies’ digital properties, tools, and teams were being brought together.
My role
I coordinated the work of two engineering delivery teams using Kanban, and I was the point of contact between those engineers and the marketing, legal, and business stakeholders who depended on them. I owned the delivery plans, reporting, and the continuous improvement of how the lab took in and finished work. I also supported the organization’s SAFe implementation and program increment planning.
Outside the lab, I served as a Slack rollout strategist, administrator, and ambassador for several divisions as the company adopted it.
Approach
I kept the two teams’ queues visible and prioritized so that stakeholders could see what was in flight and what was waiting, and so the engineers could finish work without constant interruption. I coordinated deployments across the MarTech platforms the lab supported, including the Tealium tag management system, Adobe technologies, and ObservePoint, and I project managed the Tealium and OneTrust consent management rollouts across more than 100 digital properties. Data governance, analytics, and the data layer architecture ran through the same coordination.
Outcome
Delivery kept moving through the merger integration, stakeholders had a clear view of the lab’s work, and the company’s marketing technology practices were consistent across its properties. I received several internal awards for cross-team delivery during that time.