I define what data infrastructure organisations need and drive cross-functional teams to build it.
At WTA, I own the CDP as the central intelligence layer for a billion-fan global sports property – designing schema architecture, writing technical requirements, and aligning engineering, commercial, and marketing stakeholders around shared data foundations. Previously at wagamama, I took the organisation from zero first-party data to a launched loyalty platform over five years.
My work sits at the intersection of platform strategy and commercial outcomes. I translate business problems into technical requirements that engineering can build against, and translate platform capabilities into board-level investment cases. The result: measurable outcomes like ROAS improvements from 2:1 to 5:1, 30%+ engagement uplifts, and six-figure infrastructure investments secured.
Core capabilities:
Customer Data Platforms (CDP strategy, schema design, identity, consent)
Marketing Technology architecture (Bloomreach, GA360, BigQuery, Looker)
Cross-functional delivery (Product, Engineering, Marketing, Legal, Commercial)
Zero-to-one platform builds (discovery through delivery)
Currently exploring: How AI changes what data infrastructure needs to look like.
Open to conversations about customer data strategy, data platforms, and the intersection of technical architecture and business outcomes.
Contact me
Pal Erik Waagbo 