Structured for scale: designing the CDP operating model across 140+ sites for a global entertainment brand
140+
Sites in scope
3 teams
Marketing, Digital & Data
Ready to hire
Recruitment & budget plan
The challengeA global entertainment company implementing a CDP across 140+ sites needed a clear activation team structure and operating model designed from scratch.
Service lines
Strategy & TransformationMarketing Technology
The outcomeTeam structures, roles and responsibilities defined across Marketing, Digital and Data; recruitment and budget planning enabled for CDP rollout.
Client Situation
- The client is implementing a new CDP across 140+ sites to transition their marketing activation to multi-step, multi-touch journeys, focused on connected 1st party audiences.
- They tasked Loop Horizon to design CDP activation and post-CDP team structures across Marketing, Digital and Data, as well as to define roles and responsibilities.
Our Contribution
- Loop Horizon completed a comprehensive audit and stakeholder interviews to understand current organisational structures and ways of working, as well as future resource and skillset requirements.
- Loop Horizon delivered proposed organisational structures, role definitions and scope for the initial roll out, as well as for embedding new ways of working into the company's BAU activities.
Results
- Marketing and Digital Directors were able to see a clear articulation of team structures and resource required, both globally and at a regional level.
- Identified key roles for CDP interface in the existing teams, ensuring CDP adoption and creating a baseline for training and upskilling.
- Resource allocation between FTE and contract roles, as well as transition to BAU planning allowed for close budget management.
- The client was able to provide operational budget detail and resource plans, required to secure board investment and to begin the recruitment process.
"
The structure defined by Loop Horizon was extremely realistic and valuable.Programme Lead