# Melanys Figueredo Toledano

> MarTech consultant turning scattered data into systems your team can run. CDP implementation, server-side tracking, vendor architecture, marketing automation, and the data architecture connecting marketing, product, and engineering. Programs delivered against GDPR, IAB TCF v2.2, and GPP.

## Who I Am

- [About](https://melanys.me/about): Background, journey from bartender to MarTech consultant, and how systems thinking shapes the work.
- [Speaking & Podcasts](https://melanys.me/speaking): Podcast appearances and talk topics on data platforms and MarTech.

## What I Do (and Don't Do)

I lead end-to-end MarTech, CDP, data strategy, marketing automation, and tracking programs. Diagnostic to delivery to handover, structured so the in-house team operates the system after the engagement ends. The work sits between data, marketing, and engineering; the deliverable is a system, not a black box.

I do not take on:

- Pure ad media buying or paid acquisition campaigns
- Static brand websites without data, integration, or systems work
- Engagements where success depends on hiring an internal team I will not meet
- White-label work for agencies that does not name the client to me
- Anything I do not believe I can deliver real value on inside the engagement

## Services

- [Services overview](https://melanys.me/services): Five service offerings for MarTech, CDP, data strategy, marketing automation, and tracking.
- [CDP Implementation](https://melanys.me/services/cdp-implementation): End-to-end CDP programs on Tealium, Segment, and RudderStack. Data model, identity resolution, consent, and activation, delivered as one system.
- [MarTech Architecture](https://melanys.me/services/martech-architecture): Stack audit, vendor selection, target architecture, and a sequenced rollout plan with named owners and decision gates.
- [Data Strategy](https://melanys.me/services/data-strategy): Measurement framework, governance model, and activation plan tied to revenue, not a dashboard wishlist.
- [Marketing Automation](https://melanys.me/services/marketing-automation): Lifecycle programs on Braze, Iterable, Customer.io, and HubSpot. Onboarding, retention, win-back, and post-purchase shipped end-to-end.
- [Tracking Implementation](https://melanys.me/services/tracking-implementation): GTM, GA4, server-side tracking, and conversion APIs (Meta CAPI, Google Enhanced Conversions, TikTok Events API) with consent enforced by default.

## How Engagements Run

- **Strategy sprint** (focused, fixed scope): a focused engagement to answer one big question. Stack audit, measurement framework, vendor recommendation, or roadmap. Output is a written brief and a readout.
- **Implementation lead** (end-to-end): full implementation engagement on CDP, tracking, lifecycle, or MarTech rebuild. Discovery to handover, with the in-house team owning the system at the end.
- **Fractional MarTech advisor** (monthly retainer): standing seat at the table for a leadership team without an in-house MarTech leader. A few days a month of strategy, vendor reviews, hiring input, and on-call advice.

Every engagement starts with a short intro call, then a written scoping doc, then a proposal shaped against your specific situation. Pricing and timing surface during discovery, never quoted blind.

## How to Choose Between Services

- **CDP vs tag manager**: GTM solves tag deployment. A CDP solves identity, audiences, and activation. Use a CDP when your problem is fragmented user profiles across web, app, and CRM.
- **Real-time CDP vs warehouse-native**: real-time (Tealium AudienceStream, Segment) wins on activation latency and operator UX. Warehouse-native (RudderStack, Hightouch-style) wins on data ownership and modelling depth.
- **Data strategy vs analytics**: analytics answers questions; data strategy decides which questions are worth answering, who owns the answers, and how they end up in a workflow.
- **Server-side vs client-side tracking**: client-side is increasingly blocked by browsers, extensions, and OS-level privacy. Server-side tracking and conversion APIs recover the signal and keep first-party data inside your domain.
- **MarTech architecture engagement vs analyst report**: analyst reports rank vendors by category. An architecture engagement starts from your stack and constraints, then narrows the field to candidates that actually fit you.

## Engagement

- [Work with me](https://melanys.me/work-with-me): Three engagement shapes (strategy sprint, implementation lead, fractional advisor). Each starts with a short intro call. Pricing and timing scoped during discovery.
- [Collab](https://melanys.me/collab): Collaboration shapes outside of full project work — podcast invitations, speaking, advisory, open-source, technical reviews, content collabs.

## Past Clients

Vodafone Italy, Unipol, De'Longhi, Leroy Merlin Italy, Alpitour, EdenViaggi, Twinset, ho.mobile, Edenred, Sky Italy. Names listed with permission. No project-specific outcomes shared publicly.

## Expertise

- Customer Data Platforms (CDP): Tealium specialist, Segment, RudderStack, mParticle
- MarTech architecture and integration
- Marketing automation engineering: Braze, Iterable, Customer.io, HubSpot
- Server-side tracking and conversion APIs: sGTM, Tealium EventStream, Stape
- Consent management: TCF v2.2, GPP, IAB compliance
- Data governance and measurement frameworks
- AI-driven growth strategy
- Data architecture and analytics: GA4, GTM, Google Search Console, BigQuery
- Full-stack development: React, Next.js, TypeScript, Node.js, Supabase

## Personal

- [Blog](https://melanys.me/blog): Articles on MarTech systems, CDP rollouts, server-side tracking, vendor selection, and data strategy.

## Versione italiana (Italian language section)

Melanys Figueredo Toledano è una consulente MarTech che trasforma dati frammentati in sistemi che il team interno può gestire dopo il passaggio di consegne. Il focus è sull'architettura sotto il marketing: Customer Data Platform, tracking server-side, gestione del consenso, selezione dei vendor, e l'infrastruttura dati che collega marketing, prodotto, e ingegneria. Programmi consegnati in conformità con GDPR, IAB TCF v2.2, e GPP.

### Cosa fa una consulente MarTech

Una consulente MarTech progetta i sistemi che collegano i dati, gli strumenti di marketing, e il team che li usa. Il lavoro copre audit, strategia, e implementazione: decidere cosa misurare, scegliere le piattaforme che lo misurano, integrarle col resto dello stack, e consegnare al team un sistema che possa gestire senza il consulente. Non è gestione campagne. È costruire le condizioni in cui le campagne diventano misurabili.

### Servizi in italiano

- [Consulenza MarTech](https://melanys.me/it/consulenza-martech): Architettura MarTech per brand italiani ed europei. Audit dello stack, selezione vendor, architettura target, roadmap di rollout con owner e gate decisionali. Versione italiana di /services/martech-architecture.
- [Consulenza CDP](https://melanys.me/it/consulenza-cdp): Implementazione CDP su Tealium, Segment, RudderStack. Modello dati, risoluzione dell'identità, consenso TCF v2.2, attivazione. Versione italiana di /services/cdp-implementation.

### Forme di ingaggio

- **Strategy sprint** (scope fisso): un ingaggio breve per rispondere a una domanda strategica. Audit dello stack, framework di misurazione, raccomandazione vendor, o roadmap. Output: brief scritto e readout.
- **Implementation lead** (end-to-end): ingaggio completo di implementazione su CDP, tracking, lifecycle, o ricostruzione MarTech. Dal discovery all'handover, con il team in-house che diventa proprietario del sistema a fine progetto.
- **Fractional MarTech advisor** (retainer mensile): un seggio consultivo per direzioni senza un MarTech leader interno. Pochi giorni al mese di strategia, review vendor, supporto alle assunzioni, e advisory on-call.

### Brand italiani con cui ha lavorato

Vodafone Italia, Unipol, Sky Italia, ho.mobile, Leroy Merlin Italia, Edenred, Alpitour, EdenViaggi, De'Longhi, Twinset. Citati con permesso.

### Lingue di lavoro

Italiano (madrelingua), spagnolo (madrelingua), inglese (professionale).

### Contatti in italiano

- Email: hello@melanys.me
- LinkedIn: https://www.linkedin.com/in/melanysft/
- Sede: Bologna, Italia
- Sito (versione inglese): https://melanys.me

## Contact

- Email: hello@melanys.me
- LinkedIn: https://www.linkedin.com/in/melanysft/
- GitHub: https://github.com/melanyss
- X: https://x.com/MelanysFT
- Medium: https://medium.com/@melanyss