01
Revenue attribution systems that connect marketing activity to revenue — not dashboards.
Thomas Terry
Marketing infrastructure, revenue attribution, and platform governance — where the org chart gets complicated.
Previously EY · PIMCO · Expedia Group
§ 01/Background
Fifteen years inside the systems other people inherit.
The work that matters in marketing operations happens where the org chart gets complicated: regulated industries, multi-stakeholder governance, platforms that break when someone changes a field in the CRM.
Started at EY auditing MarTech implementations and running diagnostics for Fortune 100 clients. Got brought in at PIMCO — built what they needed, stayed five years as SVP, and shipped the behavioral attribution system that supported a ~$800M capital raise.
At Expedia Group, led Marketing Operations for the Advertising business. Built the metadata architecture that replaced inferred reporting with deterministic attribution across tens of millions of annual partner emails. The budget-alert automation that protects multi-million-dollar advertising revenue came next — then a guardrailed AI agent that lets Marketing Ops teams author advanced personalization without engineering dependency.
§ 02/Where I diverge
Five problems I take, because most people don't.
02
Platform migrations where getting it wrong breaks multi-million-dollar revenue streams.
03
MarTech governance for organizations that have outgrown their stack — spanning 10K+ partners or hundreds of stakeholders.
04
Measurement architecture that leadership actually trusts, built on $2M+ platform portfolios.
05
Operating models that make each campaign repeatable — not a rebuild.
§ 03/Contact
If the diagnosis has to come before the fix — let's talk.
thomas@divergeai.co LinkedIn