DANIEL TOWERS.

Live multi-tenant SaaS platform that validates audience data against campaign briefs before activation, catching gaps that cost marketers revenue downstream. FastAPI, Python, Tailwind CSS, Anthropic Claude API for NLP-driven schema generation and brief-to-audience fit scoring. ~45,000 lines of code, solo.

• Directed product architecture and development priorities across validation logic, suppression management, geospatial targeting, and NLP-driven brief-to-audience fit scoring — translating operational pain points from the field into a structured, market-ready product.
• Architected the decision layer between programmatic processing and AI-driven evaluation across multiple product initiatives — determining where scale and consistency win, and where AI judgment is the right tool for scoring, matching, and data interpretation. A framework with direct application to agentic and MCP-driven system design.
• Also building two additional platforms: a stealth professional networking tool (near release) and a documentation and stakeholder analysis tool for go-forward planning and gap prioritization.

Founding member of the Strategic Consulting Group for Iridio, RRD's newly launched marketing agency. Consulted clients, prospects, and internal teams on marketing strategy, data utilization, and martech platform opportunities.

• Audited data processes, customer journeys, and marketing performance for DTC retail clients; delivered strategic roadmaps for program enhancement across real-time data exchange, personalization, and journey optimization.
• Evaluated segmentation strategies and recommended outreach adjustments to maximize impact — including channel mix changes and spend reallocation to more closely align with business goals.
• Assessed partnership opportunities across identity resolution, personalization, and data enrichment vendors including FullContact, Bloomreach, and Data Axle.

Led presales and solutions consulting through the full launch of the next-generation NXTDRIVE platform. Built the presales function from scratch for the second time across platform generations.

• Leveraged predictive modeling and lookalike audience extensions built on first-party data to drive targeting precision — translating client data assets into activation-ready segments that improved campaign performance and justified platform ROI.
• Built the demo environment, defined the solutioning motion, and developed sales messaging and ROI storytelling for the platform launch.
• Hired and provided structured mentorship for solutions consulting resources, while creating a feedback loop channeling prospect insights to product and R&D — contributing directly to Snowflake and Sisense integration priorities.
• Conceived and drove the Customer Command Center (3C) — the client-facing analytics layer for NXTDRIVE covering campaign performance, contact insights, audience quality scoring, and data health metrics. After NXTDRIVE sunset, the concept and design became the core UI and data story for the Iridio platform.

Sole US presales resource for a global AI-driven retail personalization and CDP platform — competing directly against Bloomreach, Dynamic Yield, and similar composable personalization players.

• Aligned technical and go-to-market strategy with the CRO, overhauling product-market messaging and driving the launch of a new real-time CDP segmentation platform.
• Contributed to closing the first new US recommendation system sale in over two years.

• Partnered with sales and product to launch the platform that would become NXTDRIVE.

Presales leader supporting new business across retail, healthcare, and channel partnerships. Presented two complementary platforms — a data pipeline and identity resolution engine plus a real-time campaign orchestration platform — independently and as an integrated CDP solution.

• Supported landmark enterprise deals: CVS ($17M), GoDaddy ($6M), Gap, and Ralph Lauren — typical contract values $500K–$1M.
• Led a Starbucks enterprise POC: unified membership, sales, app, and loyalty data across 32M records via custom merge/purge logic; full-scale identity resolution on HDInsights in under 30 minutes. Surfaced previously undetected behavioral patterns in gift card usage consistent with recurring corporate purchasing.
• Partnered with LiveRamp to position an integrated identity graph solution; worked directly with a client to redesign their adtech process for first-visit web personalization.
• Defined, developed, and delivered custom demos and POCs across MS SQL, MongoDB, and Redshift; coordinated RFI/RFP responses across complex multi-stakeholder evaluations.

• Managed a $13.5M revenue practice across 12 direct clients and 22 MSP partners covering North and South America — with a two-person US delivery team. Maintained partner renewals and prepaid commitments through a period of significant structural pressure; authored a comprehensive practice assessment identifying gaps in resourcing, product complexity, and channel support capacity.

• Presented real-time decisioning, predictive analytics, and marketing automation solutions across North and South America; closed 5 new accounts. Demo2Win and Holden trained.

One of three US-based senior leaders for a UK-headquartered martech company. Sold a high-performance columnar database engine alongside a campaign management platform via a partner-driven GTM model.

• Served as the primary technical voice across North American partner accounts — leading onboarding, coaching, and troubleshooting, and building strategic roadmaps with clients in travel, retail, and insurance.

Fourteen-year tenure across five progressive roles at one of the US's foremost marketing services companies. Career arc: mainframe systems analyst → Oracle DBA → database team leader → senior technology director.

• Led 12-person team consolidating 80 regional Multiple Sclerosis Society chapter databases into a single national file — one of the earliest large-scale nonprofit identity resolution efforts in the US.
• Built B2B entity standardization and account hierarchy framework for AirTouch Cellular — matching logic, normalization rules, and subsidiary-to-HQ hierarchies across 100,000+ accounts before commercial solutions existed.
• Managed four Oracle DBAs; led adoption of emerging martech platforms including Crystal Reports, Business Objects, Alterian, Unica, and Netezza.