Delivery Hero

Global Value-Based Segmentation Rollout

Context

Regional markets operated with heterogeneous segmentation frameworks, ranging from simple local models to more complex in-house approaches. This fragmentation limited comparability, strategic alignment, and consistent ROI evaluation across markets.

My Role

I acted as a structural integrator between central strategy, analysts, leadership, and regional stakeholders. My work focused on translating analytical logic into business-consumable frameworks, supporting rollout governance, and driving adoption across regions.

Structural Challenge

Regions used different KPIs and segmentation philosophies, data maturity varied significantly, and some local teams resisted central guidance in favor of established in-house know-how. The challenge was to create a framework simple enough to be adopted widely while still being economically meaningful.

Outcome

The segmentation was rolled out across APAC, EU, MENA, and LATAM and became the basis for group-level ROI calculations. APAC and EU fully adopted the new model after validation, while other regions used it alongside local structures to improve alignment with central.