A major leader in the beauty retail industry, recognized for its deep understanding of customer behavior and its large, highly engaged loyalty program with nearly 50 million active members. Supporting an audience of this scale requires a marketing technology ecosystem that is both powerful and exceptionally stable, particularly during high-stakes retail moments such as major multi-week promotional events.
Over time, the organization’s marketing environment evolved into a highly customized and complex landscape, incorporating intricate workflows, unique quality-control processes, and sophisticated stored logic essential for large-scale audience preparation. While this ecosystem was robust, its complexity also introduced significant operational challenges.
The client approached Munvo with a clear need: to bring stability, speed, and predictability to their marketing operations.
Their internal teams were spending an increasing amount of time on operational “firefighting”—troubleshooting recurring technical issues, managing performance bottlenecks, and manually overseeing lengthy data processes.
This reactive state had a direct business impact:
The company needed more than a typical vendor on standby; they needed a partner who could fully immerse themselves in their environment, take ownership of its most complex components, and operate as a true extension of their internal team.
The client approached Munvo with a clear need: to bring stability, speed, and predictability to their marketing operations.
Their internal teams were spending an increasing amount of time on operational “firefighting”—troubleshooting recurring technical issues, managing performance bottlenecks, and manually overseeing lengthy data processes.
This reactive state had a direct business impact:
The company needed more than a typical vendor on standby; they needed a partner who could fully immerse themselves in their environment, take ownership of its most complex components, and operate as a true extension of their internal team.
To address the client’s challenges head-on, Munvo implemented an embedded support model designed for deep integration and proactive ownership.
This wasn’t a traditional ticketing system but a hands-on partnership anchored by two senior Munvo consultants and a dedicated project manager. This structure ensured consistency, rapid response times, and a focus on continuous improvement.
Munvo’s team became the designated owner of all custom logic and components within the company’s SAS marketing environment. The solution was built on several key pillars:
This embedded model gave the company a single, accountable partner responsible for the day-to-day stability and performance of their marketing operations, freeing their strategic teams to focus on growth and innovation.
These technical achievements translated directly into high-impact business benefits for the organization:.
50%+ Reduction in Processing Time: Munvo optimized the company’s largest and most critical audience workflow, cutting the end-to-end processing time from approximately 12 hours down to 6 hours. This unlocked newfound agility for campaigns activated across social and paid media channels via LiveRamp.
Operational Stability for Nearly 50 Million Members: Audience workflows processing close to 50 million member records are now reliably executed twice per week, ensuring consistent, on-time audience delivery for all campaigns, including major promotions and seasonal events.
Significant Cost and Resource Savings: Through data-layer performance recommendations and query optimization, Munvo achieved a significant reduction in Google BigQuery (GBQ) slot usage, lowering operational costs and improving system responsiveness.
This is a valued long-term partnership, and I’m incredibly proud of the ownership our team has taken in supporting these marketing operations. Over the past few years, we’ve built a relationship grounded in trust, fast turnaround times, and a shared commitment to delivering great customer experiences. It’s been rewarding to work this closely with the CRM and IT teams, and we look forward to continuing to help them scale and evolve their marketing programs.
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