Strategic Objective
Customer First Data Architecture
Strategic Objective: To transition Verizon from account-centric data structures to an individual-centric identity model, ensuring we recognize our customers as individuals with distinct names and intents.
Project Overview: Responding directly to VCG Leadership’s corporate call to action that "every customer has a name," I spearheaded a foundational data architecture strategy. This project required shifting the enterprise mindset away from organizing data by where it lives and moving toward organizing it by who the person is. We built the technical and visual infrastructure necessary to empower personalized actions and intent fulfillment.
Key Impact
Enterprise Mindset Shift: Designed and pitched a comprehensive strategy deck to senior stakeholders that shifted the organizational focus from "we collect data" to "we recognize people".
Visualizing the Ideal State: Evaluated global-level identity attributes and translated backend attribute flows into high-fidelity "ideal profile" screens and a comprehensive Ideal State Service Map.
Capability Maturity Tracking: Consolidated scattered legacy information into a Capability Maturity Tracking Sheet, establishing clear "definitions of done" mapped across maturity phases (initial, basic, intermediate, advanced, optimized).
Cross-Functional Consulting: Consulted with teams across the business—including Retail, Protect, and TeamUP—to ensure their independent digital properties and initiatives (like the TeamUP split-bill initiative) aligned with the unified enterprise identity roadmap.