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DataFusion
Project type
Strategic Planning, Digital Strategy, Go-To-Market Planning, Brand Identity & Refresh
Role
Strategy Lead
Industry
Ad Tech & AI
When DataFusion launched, they needed more than a brand. They needed a compelling narrative that would cut through ad tech noise. Built on transparency and accessibility, the platform aimed to disrupt legacy DSP models. My role was to develop their complete strategic foundation, from positioning to go-to-market execution.
My Work
• Conducted Jobs to Be Done research with media buyers, tech leads, and agency decision-makers.
• Uncovered friction points with legacy DSPs that informed DataFusion’s differentiation strategy
• Developed brand digital platform, messaging pillars, and verbal identity rooted in "Clarity in Every Click."
• Created an integrated go-to-market roadmap including content strategy, campaigns, and lead generation strategy.
• Developed master brand campaign and five sub-campaigns supporting the customer journey.
Results
DataFusion entered the market with a fully aligned strategy across sales, product, and marketing. The clarity of its value proposition accelerated onboarding, secured early adopters, and set the tone for future growth. Internal teams used the framework as a launchpad for a digital brand presence launch, paid media, marketing efforts, and sales enablement.
