I build the data infrastructure that connects marketing spend to revenue.
Where strategy
meets infrastructure.
With 14+ years at LG Electronics, I founded the Measurement Operations practice from the ground up and scaled it into the enterprise MarTech function it is today, owning strategy, vendor selection, and a $1M+ platform portfolio. I lead cross-functional teams across marketing, data engineering, and product to build the infrastructure that enables $30M+ in annual media investment.
Today I lead three specialized functions: MarTech Solutions, Ad Tech, and Product Data Operations. Managing a 20+ platform stack, driving digital transformation initiatives, and preparing the organization for AI-native commerce and first-party data strategies.
The full stack, from signal capture to strategic insight.
Marketing Technology
GTM / Server-Side GTM, GA4, Fullstory, Optimizely ODP, CDP, Feedonomics
Data Infrastructure
BigQuery, Cloud Run, Firestore, Hightouch, first-party audience pipelines
AI & Search Visibility
Product Knowledge Graphs, FeedAI, GEO/AEO strategy, Agentic Commerce
Paid Media Enablement
Enhanced Conversions, Google Ads, DV360, retail media, Rockerbox attribution
Outcomes that moved the business forward.
How I think, what I build.
Selected projects demonstrating enterprise-scale data infrastructure, AI enablement, and marketing technology leadership.
First-Party Data & Audience Activation
With third-party cookies deprecating and privacy regulations tightening, LG needed to shift from third-party audience targeting to first-party data activation. The existing measurement stack had no clean pipeline from owned customer data to paid media platforms. Signal loss was degrading campaign optimization across Google Ads and DV360.
Designed and built a first-party audience pipeline: BigQuery (data warehouse) → Hightouch (reverse ETL) → Google Ads, DV360, and Meta. Internalized CDP capabilities through Optimizely ODP, eliminating reliance on expensive third-party DMPs. Led the Privacy Impact Assessment sequencing to ensure compliance with CCPA and internal data governance. Implemented Enhanced Conversions and Consent Mode v2 across all properties to recover attribution signal.
AI Product Data Enrichment
Product listings across retail partners and LG.com suffered from inconsistent descriptions, missing attributes, and generic copy that didn't differentiate in search results or AI-driven product recommendations. With a catalog of thousands of SKUs, manually writing on-brand, legally compliant product copy for every listing, FAQ, and landing page was not scalable.
Built an AI-powered product data enrichment pipeline that generates on-brand, legally compliant product descriptions, FAQs, and SEO-optimized copy at scale. Started with a controlled 20-SKU test plan to validate output quality against human-written copy and legal review standards. Built a phased rollout strategy from test to category expansion to full catalog automation. Connected enriched output to Feedonomics for distribution to 30+ retail and marketplace destinations.
Enabled LG to generate on-brand, legally reviewed product copy at scale across the full catalog. Automated creation of FAQ content, GEO/SEO-optimized descriptions, and product attribute copy for thousands of SKUs. Eliminated the manual bottleneck that previously limited content production to a handful of products per week, positioning the organization for agentic commerce readiness where structured, high-quality product data is the competitive differentiator.
Dynamic Retargeting & DCO System
LG's display retargeting campaigns used static creative that couldn't personalize to individual user behavior. Visitors who viewed specific products on LG.com saw generic brand ads rather than the products they'd actually browsed, missing a critical conversion opportunity at the bottom of the funnel.
Designed a Dynamic Creative Optimization (DCO) retargeting system using a Last Touch Product Remarketing strategy. Built a real-time product feed integration that pulled the last product viewed on LG.com into personalized banner ads. Created three creative versions: product on sale (with price difference and savings callout), product not on sale (with product tag), and product with star rating. Each version dynamically populated product title, image, pricing, and CTA from the live feed.
45% ROAS increase and 35% conversion lift compared to static retargeting campaigns. Delivered personalized ads showing users the exact product they browsed, with real-time pricing, availability, and promotional data. Established the template for all future dynamic creative programs at LG.
Measurement Infrastructure: Building the Practice from Zero
When the engagement began, there was no formalized measurement practice supporting LG's digital marketing. Analytics was ad hoc, tag management was inconsistent across properties, and there was no unified view of marketing performance across channels. Leadership couldn't connect media spend to business outcomes.
Founded the Measurement Operations practice from scratch. Built the full measurement stack: Google Tag Manager and Server-Side GTM for tag governance and data quality, GA4 for web analytics, Fullstory for behavioral session insights, and Rockerbox for multi-touch attribution. Established data quality standards, implemented automated QA pipelines, and led the migration from Universal Analytics to GA4 across all LG digital properties.
Transformed a fragmented, ad hoc analytics setup into an enterprise measurement infrastructure supporting $30M+ in annual media spend across paid search, display, programmatic, and retail media. Created the organizational capability that evolved into today's MarTech Solutions function with three specialized teams. This infrastructure became the data foundation for all subsequent first-party data and AI initiatives.
Awards & milestones along the way.
What leaders say.
Fabrin brings an honest intensity to everything that he touches. A consummate team player and willing to help out in any situation, he is always sought after to bring solutions to complex problems. A jack of all trades when it comes to digital and with an expertise in data engineering focused on Martech stacks, it has been one of my life's great pleasures in working with him.
Over the past 10 years Fabrin has been an important part of the many projects I have led. I worked with Fabrin in his various positions as Head of Martech, Assoc Director of Measurement Ops and Sr. Manager Digital Platform. Fabrin has always consistently demonstrated intelligence, a collaborative spirit, and a commitment to always exceeding expectations.
A career built on data & technology.
Head of MarTech Solutions
Lead technical strategy across marketing, data, and advertising platforms. Built centralized product data operations supporting 30+ destinations. Drove 45% ROAS increase through first-party data activation and signal recovery. Designed dynamic retargeting system delivering 35% conversion lift.
Associate Director, Measurement Operations
Founded the Measurement Operations practice, aligning media data integrity with organizational requirements. Led analytics implementation, e-commerce SEO strategy, and front-end development.
Senior Manager, Digital Platforms
Managed all web content and projects for LG.com. End-to-end coding of websites, content strategy, and developer collaboration. Ensured content standards and technical quality across digital properties.
Brand Ambassador
Product demonstrations, customer service, and training program design for brand ambassadors.
New York Institute of Technology
Let's build
something together.
Whether you're looking for a data-driven marketing technology leader or want to explore how AI and first-party data can transform your growth strategy, I'd love to connect.