Led the evolution of HP’s customer relationship strategy – shifting from broad messaging to communication driven by real customer behavior.
Using detailed printer usage data and HP's machine learning models, we delivered highly targeted content at key moments in the customer lifecycle.
We developed creative frameworks that could respond directly to HP’s telemetry data and machine learning outputs – translating individual printing behavior into relevant communication across channels.
The challenge was less about personalization itself and more about building a system that could support it – maintaining brand consistency while enabling hundreds of variations across segments, buying cycles, and real-time usage patterns.
To support this, we built a content system that allowed dynamic messaging to scale without breaking – ensuring that highly personalized communication still felt cohesive, intentional, and on-brand.
Built a design system for data-driven content – enabling 1:1 communication based on real-time usage signals while maintaining creative consistency.
Over a 10-year partnership, this approach helped move HP from campaign-based marketing to a more predictive model – improving retention, increasing supplies reordering, and reducing churn.
The work spanned email, social, display, and programmatic channels, delivered through Salesforce Marketing Cloud.
