Optum's Dynamic Tag Manager was end-of-life with no third-party plugin support, but every insight and report had to keep running through the cutover. I planned and led the migration to Adobe Experience Platform Launch end to end.
Role Led the tag management migration — As-Is audit, phased migration plan, go-live, and governance recommendations
Optum's Dynamic Tag Manager was approaching end-of-life with no vendor support, forcing a migration to Adobe Experience Platform Launch before it broke.
Adobe's Dynamic Tag Manager was being sunset, leaving Optum on an unsupported platform for core data collection.
The legacy tool couldn't integrate with the broader martech stack, limiting what the tag layer could do.
The migration had to preserve the insight-generation and reporting pipelines that the business depended on daily.
A straightforward tool swap on paper became a full re-platforming effort once scale, missing documentation, and governance gaps surfaced.
Every rule, data element, and tag had to be inventoried and migrated individually across the full domain footprint.
Much of the existing tag configuration had no documentation, so current state had to be reconstructed before migration could be planned.
Underlying data governance gaps meant the migration also had to surface and address quality issues, not just relocate tags.
The migration was sequenced to document current state first, then move 900 items with a go-live plan designed to minimize data loss.
Created an As-Is plan documenting the current Dynamic Tag Manager configuration across all 40+ domains as the migration baseline.Audit · documentation
Drafted a project plan breaking the 900-item migration into phases across the 3-4 month window.Project planning
Introduced a go-live plan designed to minimize data loss during cutover from Dynamic Tag Manager to Adobe Launch.Adobe Launch · cutover
Submitted recommendations to improve data governance, addressing the gaps surfaced during the migration.Data governance
Optum moved off an unsupported tool onto Adobe Experience Platform Launch with full third-party plugin support, plus a concrete set of data governance fixes identified along the way.
The audit-first, phased-migration, governed-go-live approach is reusable for future platform migrations.
The migration surfaced report-related issues for the business, with concrete improvement paths for data governance.
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