Series C neobank operating across Singapore, Malaysia and the Philippines
Consolidate a fragmented martech stack, unify web + app + CRM data, and prove ROI on a paid acquisition budget that had grown 4x in 18 months without attribution rigour.
Audit of existing tag manager, CDP events and CRM object model - 41 duplicate identity keys collapsed to a single canonical user_id.
HubSpot Marketing + Ops Hub implementation with custom objects for accounts, cards and KYC state.
Segment as the single source of behavioural truth, piped to BigQuery for MMM light and to HubSpot for lifecycle triggers.
Paid media rebuild - creative testing framework, incrementality holdouts, and channel-level CAC ceilings tied to LTV cohorts.
Lifecycle automation: onboarding, KYC recovery, dormant reactivation and cross-sell journeys across email + push + in-app.
Blended CAC fell 34% while activated user growth accelerated. The client retired two legacy tools, and finance signed off on a marketing P&L for the first time.