Launching a global bank's card and savings communications from zero
Financial Services
Celerity built the Adobe Campaign programs behind two co-branded consumer credit cards and a linked savings account for a top-tier global bank, shaped the strategy behind them, and trained the team that runs them today.
At a glance | |
Client | Consumer banking division of a top-tier global bank |
Programs | Two co-branded credit cards and a linked savings account |
Platform | Adobe Campaign, with third-party email deployment |
Scale | More than 17 million accounts in a single data table |
Celerity's role | Strategic advisory, architecture, ETL, audience workflows, compliance logic, training, compliance QC |
Outcome | All three programs launched on Celerity's build; client team trained end to end |
The challenge
The bank needed to stand up customer communications for three new consumer products at once. Its teams had little working knowledge of Adobe Campaign. Strict internal controls governed which systems could exchange data with Adobe, and every campaign had to meet detailed legal, compliance and contact-frequency rules.
One more layer made it harder. Adobe Campaign handled segmentation, but a third-party provider sent the emails and held the master subscription record. Data had to flow cleanly in both directions to keep every send compliant.
What Celerity did
Shaped the strategy, not just the build. Erin, Celerity's lead consultant, acted as a strategic advisor to the client's teams. She brought suggestions and feedback into planning and pushed the teams to weigh alternative approaches before committing to one.
Built the foundation from scratch. Celerity designed and built the Adobe Campaign partitions and program structure for all three products.
Engineered the data pipelines. The team built the ETL workflows that bring account data into Adobe, including a single table of more than 17 million accounts.
Encoded the business rules. Audience workflows apply the bank's criteria, testing requirements and contact-frequency limits, such as 14-day contact windows, before any file leaves Adobe.
Closed the compliance loop. Celerity built the hand-off to the third-party sender and the return flow of subscription data into Adobe, so opt-outs are always current.
Navigated the approvals. The team worked with other departments across the bank to document and approve every system connection into and out of Adobe.
Went beyond the platform. For one card's marketing team, Celerity reviewed marketing materials and disclosures, then presented them to the bank's legal and compliance teams for approval.
Trained the team. Celerity taught the client's department to run the programs it had built.
The results
Three communication programs launched on infrastructure Celerity designed and built.
A client marketing department fully trained by Celerity on Adobe Campaign.
Program decisions informed by Celerity's strategic input, not only its technical delivery.
Work carried out under additional confidentiality agreements, reflecting the trust the client placed in the team.
Celerity remains the client's first call for complex Adobe requests and brainstorming.