Building the Future of Personalized
Experiences:

AZEK / TimberTech’s Adobe-Powered Digital Transformation

Industry

Manufacturing /
Building Materials

Service

Digital Transformation,
Marketing Operations,
Customer Experience,
MarTech Implementation

Platforms

AEP
Real-Time CDP
CJA
Adobe Target
AEM/EDS
Marketo

Company Profile

Azek/TimberTech is a leading manufacturer of premium outdoor living products, specializing in high-performance composite decking, railing, trim, and molding solutions. With a portfolio of innovative, sustainable alternatives to traditional wood, the company serves homeowners, contractors, and dealers across North America.

The Challenge

AZEK/TimberTech found themselves at a critical crossroads in their digital evolution. The company’s marketing and customer experience infrastructure had become a complex web of disconnected tools and manual processes that couldn’t keep pace with modern customer expectations or business growth.

Their legacy ecosystem—built on WordPress, siloed databases, and disparate
campaign tools created significant obstacles:

  • Personalization was not being fully realized to better engage customers
  • Campaign execution was inefficient
  • Internal teams lacked a unified view of the customer journey
  • Marketing operated in channel silos, with no way to orchestrate connected experiences across touchpoints
  • Sales and marketing teams worked with different data sets, creating inconsistent messaging and missed opportunities.

At the same time, the building materials industry was evolving rapidly, with customers—whether homeowners researching their dream deck or contractors managing multiple projects—expecting the same personalized, seamless digital experiences they received from leading consumer brands. Azek/TimberTech needed a complete digital transformation to compete effectively and deliver on consumer expectations.

The Solution

Shift partnered with AZEK/TimberTech to architect and implement a groundbreaking digital transformation powered by Adobe Experience Cloud, moving from fragmented tools to an integrated, data-first ecosystem:

Unified Data Foundation with Adobe Real-Time CDP

We implemented Adobe Real-Time CDP as the central nervous system, consolidating fragmented data sources into unified, actionable customer profiles. This single source of truth enables:

  • Dynamic audience segmentation across homeowners, contractors, and dealers
  • Real-time behavioral triggers for personalized communications
  • Cross-channel identity resolution connecting anonymous and known interactions
  • Consistent customer understanding across all teams and touchpoints

Marketing Automation Excellence with Marketo Engage

Marketo Engage replaced manual campaign processes with intelligent automation:

  • Brand and experience approved templates and governance frameworks accelerating campaign deployment
  • Sophisticated lead scoring models identifying high-intent prospects
  • Multi-touch nurture streams tailored to different buyer journeys
  • Seamless sales-marketing alignment through integrated workflows

Content Velocity Through Adobe Experience Manager (AEM)

AEM transformed content operations from bottleneck to accelerator:

  • Centralized content library accessible across brands and teams
  • Reusable components reducing speed to market time
  • Multi-brand governance ensuring consistency while enabling flexibility
  • Scalable architecture supporting rapid content production

Personalization at Scale with Adobe Target

Adobe Target to enable real-time experience optimization:

  • Dynamic content personalization based on visitor behavior and preferences
  • A/B and multivariate testing for continuous improvement
  • AI-powered recommendations for products and content
  • Personalized experiences across web, email, and digital channels

Actionable Insights via Customer Journey Analytics (CJA)

CJA was leveraged as closed-loop intelligence to optimize every interaction:

  • Cross-channel attribution revealing true marketing impact
  • Journey visualization identifying friction points and opportunities
  • Real-time performance dashboards for data-driven decisions
  • Predictive analytics informing strategy and investment

Integrated Ecosystem Architecture

We designed a connected architecture where every Adobe application works in concert:

  • Unified data model ensuring consistency across platforms
  • Automated workflows eliminating manual handoffs
  • Real-time data synchronization enabling instant activation
  • Scalable infrastructure ready for future growth

This Adobe Experience Cloud implementation represents more than a technology upgrade—it’s a fundamental reimagination of how AZEK/TimberTech engages with customers:

Silos to Symphony

The organization has evolved from channel-based marketing to orchestrated customer experiences. Teams that once worked in isolation now collaborate through shared data, unified workflows, and common goals. Marketing, sales, and digital teams operate from the same playbook, with Adobe providing the connective tissue.

Intuition to Intelligence

Decision-making has shifted from gut feelings to data-driven insights. Every campaign, content piece, and customer interaction generates learnings that inform future strategies. CJA’s analytics reveal not just what happened, but why—and what to do next.

Batch to Real-Time

The company has moved from periodic campaign blasts to always-on, responsive engagement. When a contractor visits the website, searches for specific products, or engages with content, Adobe's ecosystem responds instantly with relevant experiences, offers, and support.

Static to Scalability

What once required custom development for each campaign now leverages reusable templates, automated workflows, and modular content. This scalability means Azek/TimberTech can launch more campaigns, test more variations, and serve more segments—all without proportionally increasing resources.

Industry Leadership Position

By investing in Adobe Experience Cloud, Azek/TimberTech is setting a new standard for digital engagement in the building materials industry—an industry that has historically relied on static content and manual processes. They’re demonstrating that B2B2C companies can deliver consumer-grade experiences at scale.

“Your team is incredible and I’m really glad and feel confident we made the right decision going with Shift. You have some smart folks in the weeds there. It’s real people and real conversations getting shit done.”

Brian Sekerak, VP Digital Experience 
The AZEK Company (merged with James Hardie)

Ready to Transform Your Customer Experience?

Whether you’re looking to modernize your martech stack or build a customer experience ecosystem from the ground up, Shift Paradigm has the expertise to guide your Adobe Experience Cloud journey.