Grubhub
Challenge
Grubhub is a leading US food ordering and delivery service with web & mobile apps catering to both B2C & B2B, part of Wonder Group. With a digital first marketing mix, powered primarily with Tealium for web tag management and Appsflyer for Mobile App, it had reached a point where it required a review & clear direction of how to maximise the Martech stack underpined by a significantly high volume business model.
Approach
The first step was to conduct a deep audit of both Tealium and Appsflyer, resulting in over 20 areas of quick wins / improvements. But to truly make these changes futureproof, a project was signed off to enable full control of both Tealium & Appsflyer to sit with Jonathan on a fractional basis as Martech Lead.
Results
Over a 3 month period, the basics have been made stronger whilst enabling better internal processes & evolving ad tracking across the variety of domains / mobile apps. Signals into key ad platform have improved, consistency with Grubhub's CDP / internal datawarehouse is now aligned and the ability to onboard new vendors like OpenAI for ChatGPT Ads has been significantly sped up.
“Jonathan has been fantastic to work with. What sets him apart is his ability to operate at multiple altitudes, moving seamlessly between hands-on technical implementation and the strategic thinking required to shape a longer-term martech roadmap. We initially engaged him to audit our AppsFlyer and Tealium environments, and later expanded his role to help us turn those findings into action and advise on a much broader range of attribution, tagging, signal quality, and data architecture priorities.
Jonathan understands that martech infrastructure is not simply a technical exercise. He consistently connects the work back to the business outcomes it is intended to enable, from improving the quality of the signals sent to media platforms to supporting more sophisticated optimization, incrementality, and customer-value strategies. He brings an independent and pragmatic point of view, is willing to challenge existing practices when needed, and explains his recommendations in a way that both technical and marketing stakeholders can understand.
He is proactive, highly organized, and transparent about progress against the agreed scope, while remaining flexible as our priorities evolve. He has also been very effective at navigating a complex organization, partnering collaboratively across Paid Media, Analytics, Product, Engineering, and our agencies to surface issues and drive action. Just as importantly, he does not simply solve problems for us, he helps educate our team and strengthens our internal capabilities along the way.
I would recommend Jonathan to any marketing organization that needs someone who can bridge the gap between performance marketing strategy, martech architecture, and hands-on execution.”
