Platform Migrations at Scale
Migrated 60+ million users across multiple brands into a unified platform, coordinating teams across Europe, Canada, LATAM, and Japan with a repeatable data migration playbook and snapshot-based validation.
The Challenge
Match Group operates a portfolio of dating brands across multiple regions, each running on independent platforms with distinct user bases totaling tens of millions of active subscribers. The challenge was to migrate these brands into a single, centralized North American platform. This required complex data mapping across disparate schemas, achieving feature parity for subscription packages and pricing models, and migrating CRM campaigns without disrupting active marketing workflows or user engagement.
The Approach
- Collaborated with cross-functional teams across Europe, Canada, Latin America, and Japan to coordinate migration timelines, data readiness, and go-live sequences for each brand
- Built a repeatable data migration playbook incorporating automated data validation checks to verify integrity of user records, subscription states, and payment histories post-load
- Implemented side-by-side UI snapshot validation comparing pre-migration and post-migration states to confirm functional parity across all user-facing flows
- Conducted thorough feature parity exercises prior to each migration, mapping subscription packages, billing configurations, and CRM campaign structures to the unified platform equivalents
The Outcome
Successfully migrated 60+ million users into one unified platform with minimal downtime during data loads through a carefully staged go-live sequence. The consolidation increased overall profit margins for migrated emerging brands by 20% through infrastructure optimizations and operational efficiencies on the unified platform.