Most MarTech transformations fail before a single line of code is written.

After 20 years at the intersection of data, technology and marketing across Europe and APAC, the pattern is consistent: stalled implementations are rarely a technology problem. They are a people problem in disguise. That is the perspective I bring to every engagement at IMPAKT9.

My background

Over nine years at Relay42, one of Europe’s leading real-time Customer Data Platforms, I built and led the APAC consulting practice from the ground up. I worked directly with enterprise brands across retail, travel, finance, automotive, media, utilities and FMCG: managing P&L, building and leading a regional team of solutions and technical consultants, and sitting at the intersection of technical architecture and business adoption across dozens of transformations in Europe and APAC.

What that decade taught me is simple. The gap between what a platform can do and what a team actually does with it is almost never technical. It is organisational, behavioural and a question of leadership, and it is systematically underestimated at the point of purchase. That insight is the reason IMPAKT9 exists.

Patterns from the inside

Across dozens of enterprise programmes, three failure patterns repeat.

The team that bought the platform is rarely the team expected to use it. The distance between the sponsor’s vision and the operational reality downstream is where most transformations quietly stall.

Technical delivery and change management get treated as sequential rather than parallel. By the time adoption becomes a concern, the window to design it properly has closed.

“Implementation” gets confused with “transformation.” Deploying a CDP, or switching on an AI capability, is not a transformation. Changing how a marketing organisation thinks about its data, owns it and acts on it is.

These patterns are fixable, but they need a practitioner who has seen them from the inside, not a methodology applied from the outside.

The landscape I work in

I work at the senior end of the stack: real-time CDPs, data analytics and activation, cross-channel personalisation, marketing automation, identity resolution, and AI and agent readiness. I am not a generalist digital consultant. My focus is the specific, high-stakes intersection of data infrastructure, marketing strategy and human adoption, in organisations where getting it wrong has real commercial consequences. I remain active in the field today, working alongside leading data and MarTech platforms while I build IMPAKT9, which keeps me close to how these tools are evolving in practice.

The human side of transformation

I am a Certified Positive Psychology Coach through an ICF-accredited programme. I didn’t add this as a parallel service. I added it because leading transformation means working with the human side of change with the same rigour an architect applies to the technical side, and intuition alone isn’t enough. Applied positive psychology gives me a structured, evidence-based method for helping leaders and teams navigate the discomfort that real organisational change requires.

How I work

I work with a small number of clients at a time. That is a deliberate choice, not a capacity constraint. Transformation programmes don’t benefit from divided attention, and the leaders I work with deserve a partner who is genuinely immersed in their context.

I also take your confidentiality seriously as a matter of principle. Client data stays encrypted and under your control, and is never sent to third-party or public AI models. In a market moving quickly towards agentic AI, keeping your data sovereign is no longer optional, and it is built into how I work.

If you’re navigating a complex MarTech, data or AI transformation in APAC and you want someone who has done this from the inside, I’d like to talk.