Principal Project Management for D2C Programe
Merkle, a subsidiary of dentsu, is a prominent customer experience (CX) firm globally. In early 2022, they acquired a major alcoholic beverage company with a diverse portfolio of over 70 brands. The primary challenge faced was inconsistent data, lack of standardized design principles, SEO, and analytics, since each brand operated with its own technology stack. To address this, the company decided to create a white-label solution that would feature templated layouts, an analytics framework, and integrated on-site SEO, establishing a solid foundation for each brand in the portfolio. Additionally, they chose to adopt direct-to-consumer (D2C) as a new sales channel, necessitating the implementation of a complete D2C solution within the white label. Early on, Merkle recognized the need for additional project management resources to support this extensive program and reached out to Phoenix Consultancy. One of our team members quickly became a key player, overseeing the white-label initiative and ensuring that the project’s scope, budget, and timeline remained on track. Swiftly, we began managing over 30 individuals from various departments, including development, quality assurance, design, and analytics. As this was a unique project, our collaboration concluded in November 2022.