Hello! I'm

A strategic MarTech and Customer Data leader with over 20 years of experience helping Fortune 100 companies modernize their marketing ecosystems.

I currently serve as a Principal Architect at Credera, where I guide clients through customer data strategy, multi-touch attribution, identity resolution, AI enablement, and end-to-end MarTech transformation. My approach balances visionary thinking with pragmatic execution—building scalable, future-ready platforms that drive customer acquisition, retention, and marketing ROI.

I’m passionate about developing cross-functional teams, empowering organizations with insight-driven marketing, and aligning people, process, and platforms for measurable impact.

Hello! Welcome to my little piece of the internet.

I'm a technical strategist, thought leader, and marketing technology innovator based in the Dallas Fort Worth Texas area with over 20 years of experience helping organizations modernize their ecosystems, scale with purpose, and deliver measurable outcomes through smart data and technology.

Throughout my career, I’ve built tools, led organizational change, and implemented new systems—always with a focus on enabling teams, improving efficiency, and delivering business impact. I’ve led cross-functional teams at companies like Verizon and Dell to map and document system processes that streamlined IT operations and satisfied enterprise-level governance requirements. At Javelin, as Product Owner for a custom campaign marketing suite, I partnered with stakeholders, developers, and end users to refine and optimize the platform—reducing manual steps, cutting costs, and increasing delivery speed and reporting accuracy.

Today, I serve as a Principal Architect at Credera, where I lead strategic engagements with Fortune 100 companies across insurance, logistics, energy, and consumer verticals. My focus spans MarTech modernization, customer data strategy, and advanced analytics. I’ve architected multi-touch attribution models, developed propensity scoring systems using 1st- and 3rd-party data, and implemented real-time streaming ingestion platforms for behavioral analysis and journey intelligence.

I’m passionate about uniting marketing, technology, and analytics to drive outcomes—whether that’s increasing campaign ROI, building a 360° view of the customer, or aligning taxonomy and governance to unlock personalization at scale. I also build internal playbooks and frameworks to guide teams through complex concepts like journey analytics, entity resolution, and marketing ROI modeling.

At the heart of what I do is servant leadership—empowering teams, mentoring rising talent, and building scalable systems that work for the people who use them. My approach is pragmatic, forward-thinking, and always centered around enabling great experiences for customers and the teams who serve them.

Key Accomplishments

  • Architected a multi-touch attribution solution using Azure Synapse for a Fortune 100 insurer, enabling B2B and B2C attribution modeling across 1st and 3rd party channels.
  • Delivered a 403% increase in click-through and 105% lift in engagement by implementing a propensity modeling solution for a national solar company using 1st party + survey + call center data.
  • Designed a real-time ingestion and rule engine platform for a major logistics company, identifying actionable data patterns across customer journeys.
  • Built internal frameworks and playbooks to guide clients and teams through journey analytics, identity resolution, and marketing ROI modeling.
  • Led numerous MarTech assessments, translating pain points into transformation roadmaps and prioritized, scoped project plans.
  • Developed capacity and reporting platform for over 30 clients generating $7 mm in annual revenue.
  • Built a global multi-disciplinary team resulting in an average of $6.6 mm in annual revenue.
  • Reformed marketing campaign execution processes to increase throughput by 30%.
  • Saved $500,000 annually in storage and license fees by developing forecasting seasonal usage.
  • Improved environment uptime by 60% by establishing system standards and a formal change control.
  • Saved $50,000 annually by developing an algorithm to analyze and associate dissimilar data.
  • Established an Agile Project Management group increasing development responsiveness by 40%.
  • Saved $600,000 annually by re-platforming to Open Source Software.
  • Achieved a sustained 90% retention rate for my team.

What i offer?

MarTech Strategy

Strategic leadership means making decisions that support both today’s goals and tomorrow’s vision. I help organizations bridge their marketing, data, and technology priorities through actionable roadmaps and long-term platform alignment. At Credera, I’ve led MarTech modernization efforts for Fortune 100 brands—guiding clients through discovery sessions, capability mapping, and enterprise alignment. Whether helping a marketing team understand their measurement gaps or defining a taxonomy strategy that supports future personalization, I bring clarity to complex decisions while keeping business impact front and center.

Technology Managment

Effective technology leadership requires more than just architecture—it requires optimization, orchestration, and cultural change. I’ve managed global and cross-functional teams, transformed infrastructure by migrating to cloud-native environments like Azure, and reduced operational costs by up to 80%. At Credera, I help clients not only modernize, but operationalize new platforms by embedding governance, agile delivery practices, and change enablement to ensure long-term success. I also contribute to internal capability building—helping non-technical stakeholders understand the impact of MarTech decisions through frameworks and working sessions.

Software Architecture

Every great solution starts with solid architectural thinking. I architect systems that scale with the business—supporting both current needs and future expansion. From developing a real-time API gateway and rules engine for a logistics client to integrating campaign tracking pipelines across media platforms like GA4, Meta, and LinkedIn, my work balances flexibility with rigor. I prioritize time-boxed decision-making to avoid analysis paralysis and establish regular checkpoints to revisit architectural choices as business and tech evolve.

Data Architecture

Customer data is the backbone of modern marketing—and I know how to structure it for impact. I’ve built marketing data warehouses, implemented first-party data strategies, and developed pipelines that integrate survey, call center, CRM, and behavioral data to fuel AI-driven personalization. At Credera, I architected a multi-touch attribution system using Azure Synapse to support both B2B and B2C performance measurement. I also built a first-party propensity model for a solar energy company that lifted campaign engagement by 105% and increased CTR by 403%. My data work isn’t just technically sound—it’s tuned to business outcomes.

Leadership and Mentoring

My leadership philosophy is grounded in servant leadership—clearing the path for others to succeed. I’ve led globally distributed teams, mentored junior developers into senior leaders, and created internal playbooks to upskill teams on Journey Analytics, Identity Resolution, and Marketing ROI. At Credera, I regularly facilitate internal workshops to grow MarTech and analytics maturity, teaching teams how to go beyond dashboards to unlock customer insights. I lead by example, operate with integrity, and build cultures where learning and curiosity thrive.

Innovation

Innovation is more than building something new—it’s about solving meaningful problems in novel ways. I work closely with both business and technology teams to explore AI and advanced analytics use cases like Next-Best-Action modeling and engagement scoring. Whether we’re building pilots or defining scalable solutions, I bring structure to experimentation. At Javelin, my innovation work led to an average of $6.6MM in annual revenue through client solutioning. At Credera, I continue to bring ideas to life that modernize marketing, improve the customer experience, and create competitive advantage.

My Skillset

Marketing Technology & Customer Data Strategy

In today’s marketing landscape, data strategy and tech integration are the bedrock of great customer experiences. I lead initiatives that align business goals with MarTech infrastructure—building the connective tissue between marketing, analytics, and IT.

At Credera, I’ve built marketing data lakes, real-time ingestion engines, and customer intelligence models that support everything from attribution to personalization. Whether it's launching a CDP initiative, designing an MTA framework, or enabling first-party data activation across ad platforms, I deliver solutions that are as measurable as they are modern.

Core MarTech Skills
MarTech Ecosystem Strategy & Roadmapping 100%
Customer Data Platforms (CDPs) & Identity Resolution 100%
Multi-Touch Attribution & Journey Analytics 100%
AI/ML Use Cases for Marketing (e.g., Propensity, NBA) 99%
Platform Integrations: GA4, Meta, LinkedIn, Salesforce 99%
Tagging, Taxonomy, and Data Governance 98%
Real-Time Data Ingestion & Streaming Analytics 97%
Personalization & Segmentation Enablement 97%
Marketing ROI Modeling & Strategic KPI Definition 96%
Cross-functional Team Alignment (Marketing, Analytics, Tech) 95%
Technology Architecture & Platform Engineering

My career has been built on designing architecture that’s not only resilient and scalable, but also built with long-term vision in mind. Every engagement begins with solution architecture that supports today’s needs and anticipates tomorrow’s demands. I balance flexibility and cost-efficiency with speed-to-value—time-boxing decisions to avoid analysis paralysis while ensuring solutions remain adaptable.

I've worked extensively in capacity planning, virtualization, and cloud-first environments, with a deep understanding of platform scalability, networking, and security. At Capital One and Verizon, I evaluated and implemented high-efficiency software and storage platforms that delivered tangible cost savings. This grounding gives me an edge when advising on enterprise tech decisions that need to be both technically sound and strategically aligned.

Core Skills
Solution Architecture & Platform Engineering 100%
Capacity Planning & Performance Optimization 100%
Cloud & Hybrid Environments (Azure, AWS, GCP) 99%
Cost Optimization & Scalability Planning 98%
API Design & Systems Integration 97%
Infrastructure Automation & Monitoring 96%
Governance, Security, and Compliance Strategy 95%

Let's Work together

Hire me

Contact Me

Ping me if want to learn more of what I can do for your orginization.

Location

Dallas Fort Worth Metroplex

Email

richard@nitrohawk.com

Phone

+1 469.867.8310