Projects
Adyen AuthMax: Intelligent Authorization Optimization and Fraud Mitigation Platform
Adyen is the most direct competitor to Fiserv's merchant services business. Both companies process payments for large enterprise and mid-market merchants globally. Both operate proprietary payment gateways, maintain direct card network relationships with Visa, Mastercard, and American Express, and compete for the same multinational merchant accounts across retail, hospitality, digital goods, and marketplace verticals.
Adyen went public in 2018 at EUR 240 per share and peaked at EUR 2,887 in 2021 before a significant correction that accelerated through 2023. The correction exposed what analysts called Adyen's most critical operational gap: authorization rate stagnation at a time when competitors were investing in intelligent routing and machine learning-driven optimization.
Adyen's own published data showed that cross-border ecommerce transactions averaged 85.2% authorization rates against a theoretical ceiling of 93-94% for well-optimized merchants. That gap is not a small technical problem. At Adyen's transaction volume of approximately 970 billion EUR processed annually, every percentage point of authorization rate improvement represents approximately 9.7 billion EUR in recovered transaction value.
This project builds the complete product specification, technical architecture, experimentation framework, regional strategy, and measurement system for AuthMax — Adyen's response to that authorization gap.
Insight Compass: Composable Martech Architecture for B2B Revenue Intelligence
Insight Enterprises is CDW's most direct publicly traded competitor. Both companies sell hardware, software, cloud, and managed services to enterprise, mid-market, and public sector clients. Both run large B2B marketing programs targeting IT buyers, procurement teams, and C-suite decision-makers across thousands of named accounts.
Between 2018 and 2023, Insight made five significant acquisitions including PCM (2019, $581M), SADA (2022), and Hanu (2022). Each acquisition brought its own technology stack, customer data, CRM configuration, and martech touchpoints. The result is a marketing technology environment that cannot answer the most basic B2B revenue intelligence questions:
"Which accounts are in an active buying cycle right now?" "Which marketing touches contributed to the last 50 closed deals?" "What is the next best action for Account X based on their full engagement history?"
This project designs the complete solution to those questions. It covers the current-state audit, the composable target architecture, the API integration specifications, the Adobe AEP Real-Time CDP implementation plan, the data governance framework, the 18-month roadmap, and the KPI framework that measures success.
This is not a theoretical exercise. Every technology referenced exists, every API endpoint described is documented in production vendor documentation, and every architectural pattern recommended is drawn from real B2B enterprise deployments.
Padcev First Line Turning the 43B Seagen Bet Into Market Leadership
The $43 Billion Question
In December 2023, Pfizer closed its acquisition of Seagen for $43 billion, the largest acquisition in Pfizer's 175-year history. The entire investment thesis rested on one bet: that antibody-drug conjugates (ADCs) would become the dominant treatment modality in oncology, and that Seagen's ADC portfolio and manufacturing expertise would make Pfizer the undisputed ADC leader.
Padcev's first-line approval in April 2024 was the first major commercial validation of that thesis. The EV-302/KEYNOTE-A39 trial showed that Padcev combined with Keytruda (pembrolizumab) cut the risk of death nearly in half compared to platinum-based chemotherapy, with a median overall survival of 31.5 months versus 16.1 months. That data represents the most significant survival improvement seen in first-line bladder cancer treatment in over a generation.
This project builds the complete launch excellence package that a Pfizer PMM team would develop to translate that clinical breakthrough into commercial success.
Go-To-Market project for the general availability launch of Notion AI Meetings
Notion has over 30 million users and is one of the most widely used knowledge management platforms in tech. In 2023 and 2024, the meeting intelligence category exploded: Otter.ai crossed 25 million users, Microsoft pushed Copilot Recap to 145 million Teams users, and Fireflies raised at a $500M+ valuation.
Notion faced a clear strategic choice: let meeting intelligence live in a separate tool (fragmenting the workspace), or bring it natively inside Notion (making the workspace the single system of record for work and the conversations that drive it).
Notion AI Meetings is the answer. The launch challenge is not a feature announcement. It is a category positioning challenge: how do you convince teams that meeting intelligence belongs inside their workspace, not in a separate tab?
That positioning challenge is what makes this an interesting PMM case study.
Snowflake AI Data Cloud: Q4 Competitive Intelligence Package
Snowflake is in the middle of the most consequential competitive shift in its history. The company built its reputation as the best cloud data warehouse in the world. That positioning worked from 2018 through 2022. It does not work anymore.
The market has moved. Buyers no longer ask "which data warehouse should we use?" They ask "which platform will be the foundation of our AI strategy?" That question puts Snowflake in direct, technical, and increasingly hostile competition with Databricks, Google BigQuery, Amazon Redshift, and Microsoft Fabric, each of which is investing heavily in AI capabilities and showing up in Snowflake's active pipeline.
This CI package was built to give Snowflake's enterprise sales team a single, authoritative source of truth heading into Q4: the highest-pressure quarter for quota attainment and the quarter where competitive deals are most likely to stall or defect.