Joyn's 20M-MAU streaming service spanned 9+ platforms, but its CRM team was bottlenecked by engineering: profiles were fragmented across anonymous and registered users, data sat in silos, and every campaign needed a dev sprint. I architected a Braze engagement engine that turned the data stack into a plug-and-play CRM, making marketing managers fully self-sufficient.
Role Led end-to-end architecture & rollout — identity resolution, event tracking, warehouse sync, and reverse-targeting
Engagement is everything for a streaming service this size — but the right message can only land if every device, profile, and viewing signal feeds one connected CRM.
20M monthly viewers stream across mobile, desktop, and smart TVs from Apple, Android, LG, and Samsung — every one needs consistent, timely outreach.
Every campaign required developer work, so the CRM team couldn't move at the pace the business needed to retain viewers.
With 60% of users registering each month, turning casual browsers into returning, registered viewers was the core retention goal.
Three structural problems stood between Joyn and a CRM its marketers could run on their own.
A viewer browsing anonymously and the same person after sign-up looked like two different users, breaking targeting and personalization.
Offline video views and watchtime — the richest signals for personalization — lived in the data warehouse, disconnected from the CRM.
Without orchestration, even routine campaigns required manual setup and engineering hand-offs that slowed everything down.
Drawing on prior enterprise CRM work with Eloqua, I built Braze into a layered engagement engine — each step unlocking richer targeting.
Established one seamless user identity across CRM and analytics, handling the anonymous-to-registered transition so no profile data was lost at sign-up.Braze · identity sync
Built the event-tracking architecture that triggers instant in-app messages and push notifications off live viewer behavior.Event tracking · push & in-app
Piped offline video views and watchtime from the data warehouse into Braze daily, enriching every profile for deeper personalization.Warehouse sync · watchtime
Enabled algorithmic content recommendations plus "reverse recommendations" — finding the ideal audience for a specific title and launching campaigns to them programmatically.Recommendations · reverse-targeting
CRM managers now launch sophisticated email, push, and in-app campaigns independently — no code, no waiting on engineering sprints — across all 9+ platforms.
For any piece of content, the system identifies the perfect audience and launches a targeted campaign to them automatically.
Offline watchtime and video-view signals flow into the CRM every day, keeping personalization grounded in real viewing behavior.
Let's talk
Tell me your biggest data or AI bottleneck and I'll send you how I'd approach it — the same way I worked this problem. No résumé dump, no pitch. Just a useful conversation.
Start the conversation →