Global Lead Compliance:

Implementing Strategy to Improve Lead Quality and Reduce Data Risk

Global Privacy Compliance Funnel

Building a unified, compliant, and automated lead consent system across sales channels, website interactions, and FlippingBook content.

Role: Project Lead – Marketing Operations, Compliance Integration, Automation Architecture
Timeline: Multi-quarter compliance rollout
Scope: Global privacy policy → Regional execution (North America)

Executive Summary

When the company adopted a new global privacy policy, American sales teams struggled to stay compliant because:

  • Tradeshow lead scanners were not compliant
  • Business card exchange was not compliant
  • Verbal consent was not compliant
  • 3rd-party lead lists lacked required consent metadata

Without a compliant path, sales could not legally email or nurture leads.

I designed a multi-track, fully compliant lead funnel with built-in automations that ensured every contact had verifiable opt-in, proper consent metadata, and CRM integration.

This became the foundational compliance model used across marketing and sales systems and later influenced the WordPress → AEM migration.

The Business Problem 

  1. New global privacy policy required explicit opt-in
  2. Existing sales methods relied on implicit or verbal consent
  3. No centralized audit trail for consent
  4. Lack of unified funnel for website, events, or content engagements
  5. No mechanism to retroactively get consent from existing leads
  6. Compliance was non-negotiable — “good intentions” were not enough
  7. Sales teams were resistant due to added friction

Role & Ownership

Funnel Design & Privacy Architecture
  • Built a two-track compliant funnel
  • Ensured both tracks produced verifiable consent records
  • Collaborated with legal/governance to ensure alignment with GDPR, CCPA, LGPD
Automation Engineering

Built end-to-end automations that:

  • Logged consent metadata
  • Updated Excel databases
  • Synced contacts to Salesforce
  • Triggered internal notifications for Sales
  • Ensured no marketing emails were sent without verified opt-in
Website & Form Compliance
  • Reworked website cookie consent UI for clarity
  • Updated all regional web forms with explicit opt-in language
  • Ensured compliance with global policy AND regional expectations
  • Implemented form routing rules into Salesforce
FlippingBook Consent Track
  • Designed a user journey in FlippingBooks where customers:
  • Viewed content
  • Saw the privacy banner
  • Explicitly agreed to the new policy
  • Captured consent metadata and piped it into Excel + Salesforce
Cross-Functional Governance
  • Trained sales teams on compliant behavior
  • Worked with governance teams to align policy interpretation
  • Partnered with IT for website integrations
  • Led communication about the policy changes
Migration Support to AEM
  • As the company transitioned from WordPress → AEM:
  • Created compliant Salesforce-connected form templates
  • Designed backend logic for consent capture
  • Provided governance requirements for future builds
  • Created blueprint for migration, implementation still pending.

Project Plan & Process 

Phase 1: Audit & Requirements Gathering
  • Built an automated, multi-system invite engine
  • Form submissions pushed into:
  • Outlook confirmation messages
  • Excel tracking sheets
  • Asana task creation for follow-up
Phase 2: Funnel Architecture
Track 1: FlippingBook-Based Consent Capture

Built for:

  • Tradeshow leads
  • Business card exchanges
  • Any offline interaction

How it worked:

  1. Sales rep gives customer a link to a FlippingBook resource OR Customer uses a mobile device on-site at events.
  2. Customer views content and sees a privacy banner
  3. Customer explicitly agrees to the policy
  4. Consent is logged and synced via automation to internal systems
  5. Sales can now legally send follow-ups
Track 2: Website Forms & Cookie Compliance

Built for:

  • All inbound leads
  • Downloads
  • Contact forms
  • Newsletter signup

Changes included:

  • Updated cookie acceptance UI for clarity
  • Modernized web forms with opt-in checkboxes
  • Updated legal language
  • Created Salesforce-connected forms for future AEM migration
  • Ensured visibility into opt-in status across marketing and sales
Phase 3: Automation Workflows
Tools: Formstack, Power Automate, SharePoint/Excel, Salesforce

Automations handled:

  • Consent validation
  • Contact enrichment
  • Duplication checks
  • Cross-system data sync
  • Updating master consent lists
  • Email alerts to sales
  • Blocking non-compliant records from marketing sends
Phase 4: Change Management & Training
  • Creating educational materials
  • Running training sessions
  • Providing scripts for explaining the privacy policy to customers
  • Creating a micro-hub FAQ for reps
  • Designing “compliant workaround paths” for tradeshow situations
Phase 5: Overlap with AEM Migration
  • Converted all requirements into AEM form logic
  • Defined metadata rules
  • Built specs for Salesforce integration
  • Provided governance guardrails
  • Designed the user flow for global navigation components

Results & Impact

Business Impact
  • Reestablished the legal foundation of the entire email marketing ecosystem
  • Protected the company from compliance violations
  • Created validated customer lists for future campaigns
  • Improved clarity and trust with customers
Operational Impact
  • Reduced manual work by automating all consent handling
  • Eliminated ambiguous lead statuses
  • Sales now had clear, compliant paths to nurture leads
  • Reduced dependency on 3rd-party scanners
Strategic Impact
  • System became the baseline architecture for future compliance needs
  • AEM migration was able to adopt your structure
  • Marketing regained the ability to send campaigns without legal risk

Lead Compliance Tools