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Adrià García
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Portrait of Adrià García Castejón

MarTech Solution Architect

Stop your customer data platform from stalling.

I design, implement and improve customer data architecture, connecting collection, identity, consent, activation and measurement.

Adobe Experience Platform (AEP) · RT-CDP · AJO · CJA · Tealium

Barcelona and remote. Available for consulting projects and contract roles. I also consider permanent positions with a strong technical scope.

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What I fix

I identify the blocker, agree the next deliverable and work with your team to make it operational and documented.

  • AEP is live, but the same customer still appears as several profiles.
  • Web, apps, and activation collect different data, or consent does not reach the destination.
  • You need to choose a platform and assess the options before signing.
Identity and consent travel with the data from collection onward, in real time and in batch. Adding them later is what stalls implementations.

Customer data flow diagram. On the left, collection, with two cadences: web and app and server events as streaming, CRM and core systems and historical loads as batch. In the centre, the identity contract and consent, which all data from the four sources passes through. Then the unified profile with its audiences and its state, and below it Decisioning, which resolves the next best action. On the right, activation. Journey analytics works on the collected data with its identity and consent, not on the profile. Journeys and campaigns and destinations and media come out of the profile and its audiences. Decisioning adds the next best action to journeys when needed, as a dashed line.

Where I can come in

Four highlighted engagements from a broader offer. Each has a defined start, deliverable, boundaries, and next step.

  1. Architecture and implementation audit

    I assess an existing MarTech implementation and turn the observed problems into prioritised findings and a remediation plan.

    Related pattern: Identity is a source contract View the service →

  2. First production use case

    I build one complete use case, from the agreed source through to an activation or journey that the team can operate.

    Related case: Greenfield Real-Time CDP implementation in insurance View the service →

  3. CJA migration and analytics modernisation

    I audit the current measurement setup, design the CJA model, and support a verifiable transition from Adobe Analytics, GA4, or Tealium.

    Related case: Measurement, consent, and CJA architecture at a major bank View the service →

  4. Platform selection

    I compare requirements with real capabilities and expose the integration, operating, and ownership trade-offs before recommending an option.

    Analysis: Suite, composable or warehouse-native View the service →

View services →

Projects

Work delivered for my employers’ clients, described by sector. Each project covers the problem, my contribution, and the result.

2025–2026 · Capgemini

Greenfield Real-Time CDP implementation in insurance

View the project →
The problem
The insurer had no CDP. Historical data and real-time events needed to feed app personalisation through AEP and AJO. The first step was an MVP that could move into production and support further use cases.
What I did
I led the architecture from MVP to production readiness. I separated the initial load, events, profile state and campaign configuration.
Result
Duplicate profiles created by events and loads from legacy systems dropped by around 30%.

2021–2024 · Accenture Song

View the project →
The problem
The public website, logged-in area and app had different measurement implementations. The inherited tagging was unreliable. The data layer and collection rules needed rebuilding while the site stayed live, with no downtime window.
What I did
I rebuilt the data layer for the public website, logged-in area and app, coordinating a team of 5. I documented navigation, funnels, ecommerce, simulators, communications and transactional processes in Confluence.
Result
The Real-Time CDP activation base reached 5 million customer profiles.
View all projects →

Explore an architecture decision

Try a scenario, review your architecture, or read a pattern. No registration; your answers stay in your browser.

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Market analysis · LinkedIn

Suite, composable or warehouse-native

An analysis of nine MarTech stack patterns, from the integrated suite through composable and warehouse-native.

Read the analysis on LinkedIn → View platform selection →
  1. 01Integrated Suite
  2. 02Collection & Orchestration Hub (Tealium)
  3. 03Data Platform Ecosystem (Microsoft)
  4. 04All-in-One CRM (HubSpot)
  5. 05Enterprise Application Ecosystem (Oracle)
  6. 06Commerce & ERP Ecosystem (SAP)
  7. 07Warehouse-Native
  8. 08Composable / Best-of-Breed
  9. 09Engagement-Centric Architecture

Technical experience

8+ years in consulting, 5 hands-on with CDPs.

Platforms

Primary
  • Adobe Experience Platform
  • Adobe Real-Time CDP
  • Adobe Journey Optimizer
  • Customer Journey Analytics
Secondary
  • Tealium iQ
  • Tealium EventStream

Sectors

Banking and insurance in recent years. Also retail, fashion, education, travel, entertainment, consumer goods, and automotive.

Certifications

  • Adobe Certified Expert in RT-CDP and AJO
  • Tealium iQ and EventStream certifications
View career and technical profile →

Where to start

The initial consultation is free: a 20-minute conversation to see whether I am a fit and what the next step should be.

Request the initial consultation View services