Measurement, consent, and CJA architecture at a major bank

What I did

• I rebuilt the data layer across all three surfaces, coordinating a team of 5, and left the functional and technical documentation for navigation, funnels, ecommerce, simulators, communications, and transactional processes in Confluence.
• I maintained and improved Adobe Analytics and the SDR connecting the data layer and Tealium with its eVars, props, and events. I also supported the Adobe Target integration with Tealium.
• I deployed the paid media pixels and set up server-side tracking with EventStream and sGTM. I rewrote attribution around a custom channel taxonomy that parses campaign parameters with a per-channel grammar, replacing a position-based parser that broke whenever an agency changed its format.
• I integrated Didomi with its environments, categories, and custom banners, and solved the first page view: it is held before the user decides and replayed afterward according to the accepted categories, rather than lost or sent regardless.
• I configured Real-Time CDP, measured the logged-in area promotional component as its own impression and click, and migrated collection to the Adobe Web SDK and measurement from Adobe Analytics to CJA.