BRCG Case Study
Engineering owned the calendar. We fixed that.
Every Discord lifecycle email needed an engineering ticket. Sprints, code reviews, deploys, and a one-line copy change took a week. We moved marketing off the legacy stack onto Iterable and Hightouch, wired Snowflake straight in, and handed campaign launches back to the team that owns the calendar. Launch time dropped 85% and the team runs on zero engineering tickets.
100%
Marketing self-service, no tickets
85%
Faster campaign launches
0
Engineering dependencies to launch
The Challenge
Engineering owned every launch.
Discord's marketing team owned the calendar but not the tools. Every send routed through engineering, so a one-line copy change took a week. Time-sensitive moments slipped past while campaigns sat in the queue, and the legacy CRM could not keep up with lifecycle marketing at Discord's scale.
Engineering bottleneck
Marketing depended on engineering for every campaign launch. A one-line copy change meant a ticket, a sprint, a code review, and a deploy before anything shipped.
Slow time-to-market
Because campaign creation needed engineering work, the team kept missing time-sensitive moments the calendar was built around.
Limited flexibility
The legacy CRM lacked the modern features Discord needed to run sophisticated lifecycle marketing at its scale.
Our Approach
Modern stack. Marketing in control.
We migrated marketing onto Iterable, connected Snowflake through Hightouch so audiences build themselves, and stood up a measurement framework so every campaign could be optimized against real impact.
Iterable migration
Moved marketing off the legacy stack onto Iterable for full self-service campaign creation and management.
- Visual workflow builder for complex journeys
- Built-in A/B testing and experimentation
- Real-time segmentation and personalization
- Cross-channel orchestration across email, push, and in-app
Hightouch CDP integration
Connected the Snowflake data warehouse directly to Iterable so audience creation no longer needed engineering.
- Direct Snowflake to Iterable sync
- Self-service audience building
- Real-time data activation
- No-code segment creation
Measurement framework
Built end-to-end tracking and attribution so the team could measure campaign impact and optimize against it.
- End-to-end campaign analytics
- Conversion attribution modeling
- Engagement scoring system
- Revenue impact tracking
The Result
Marketing self-service, 0 to 100%.
Before
0%
After
100%
With Iterable and Hightouch CDP in place, Discord's marketing team builds audiences, creates campaigns, and deploys across channels with zero engineering dependencies. Campaign launch time dropped 85%, and engagement rose across the migrated lifecycle campaigns.
From the BRCG Team
“Marketing owned the calendar but not the tools, so every send waited on an engineering ticket. We moved them onto Iterable and Hightouch, wired Snowflake straight in, and gave the calendar back to the people who run it.”
Kodie Critzer
Founder & CEO, BRCG · Ran the Discord engagement
Stack
FAQ
Questions, answered.
What did BRCG do for Discord?
BRCG migrated Discord's marketing off a legacy CRM onto Iterable, integrated Hightouch CDP to sync the Snowflake data warehouse directly into Iterable, and built a measurement framework. The result was full self-service: marketing builds audiences, creates campaigns, and deploys across channels without an engineering ticket.
What results did Discord see?
Marketing reached 100% self-service with zero engineering dependencies, and campaign launch time dropped by 85%. Engagement rose across the migrated lifecycle campaigns.
What platforms did the Discord engagement use?
Iterable for cross-channel lifecycle marketing, Hightouch CDP for reverse ETL, and Snowflake as the data warehouse, with Looker and dbt in the analytics stack.
How long has BRCG worked with Discord?
It is a multi-year engagement. BRCG works month to month, and clients like Discord stay for years.
More Work
Related case studies.
Ready to hand the calendar back to marketing?
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