She created dynamic segments: “Active last 30 days,” “Cart abandoners,” “VIP cookbook buyers.” She learned to use marketing forms, email templates, and event management modules—always asking, What does the marketer actually need?
Her first task: figure out why customer emails landed in spam, event registrations were duplicated, and no one could track lead scores.
Malin grinned. No code. Just logic and empathy.
GDPR consents, double opt-in, customer insights dashboards. Malin realized functional consulting wasn’t about buttons—it was about bridging business goals with system behavior.