Overview

As generative AI emerged as a strategic priority, enterprise sales teams needed a way to reduce repetitive work without compromising quality, accuracy, or customer trust. I helped define the content standards, evaluation frameworks, and AI experiences that enabled teams to responsibly scale AI-generated content across high-value sales workflows.

Challenge

Advertisers were entering the sales ecosystem through disconnected experiences owned by separate marketing, growth, and sales organizations. Generic messaging failed to reflect advertiser context, resulting in lower engagement, inconsistent user experiences, and duplicated effort across teams. Without a shared personalization strategy, scaling relevant experiences across the ecosystem was difficult and inefficient.

What I Did

• Identified 23 advertiser signals that could drive meaningful personalization.

• Developed a scalable content framework supporting 94 personalized content variations.

• Established a shared governance and accountability model across marketing, growth, and sales teams.

• Created reusable content playbooks that enabled partners to independently launch new personalized experiences.

• Designed and analyzed experiments to validate effectiveness and inform future expansion opportunities.

Why it mattered

Beyond improving performance, this work transformed personalization from a collection of isolated initiatives into a scalable system. The framework enabled teams across multiple organizations to deliver more relevant experiences while reducing duplication and increasing operational efficiency.