Claire Armstrong instilled a data-first culture for Fender Digital.

Why Claire won: Claire Armstrong, Director of Digital Product at Fender was instrumental in creating a data culture for Fender Digital. In mid-2021 she took over as the Data team product lead and made Fender’s data ecosystem clean, usable, reliable, and available. She leveraged a framework outlining a three-phase approach to cleaning up and building a long-term path to better data.

Since those initial steps she has helped others with creating tracking plans, auditing broken or poorly instrumented tracking events, shepherding fixes through the process, and reliably communicating progress against the goals set for the data initiative. She’s led internal seminars to explain data and the proper processes to stakeholders across the organization, created Amplitude dashboards for learnings and features, helped implement tracking plans for new properties and features, and has made data “make sense” to people at all levels across the Fender Digital world.

Claire’s efforts in cleaning up the data and creating tracking plans have made Fender capable of running reliable reports in Amplitude to gauge the efficacy of products. For example, she worked on a tracking plan and audit for the sign up process. Afterward, the team was able to implement “Sign in With Google” and found that they decreased sign up abandonment by 10%. This is huge, as nearly 40% of accounts were created with that method.