Creating a Privacy Program Every Team Can Count On
Nargiza Dakmak didn’t set out to become a privacy expert, but she became one nonetheless. Nargiza is the Director of eCommerce at Bonafide Health, a women’s health brand built on product integrity and consumer trust.
With a deep understanding of privacy’s impact on the rest of the business, Nargiza led Bonafide through a privacy program upgrade with DataGrail that balanced needs across legal, engineering, and marketing.
Nargiza’s introduction to privacy came through the California Consumer Privacy Act (CCPA)’s consent banner requirements. “Compliance matters to us,” she explained, “we build trust with our customers through privacy.”
The conviction came with a steep learning curve. Their privacy vendor was designed for legal teams, requiring deep independent technical expertise to navigate complex settings. The results were jarring and compromised critical marketing metrics. “Without technical support, our digital team was hesitant to make any changes given the potential impact on the broader DTC business,” Nargiza recalls.
When Bonafide made the switch to DataGrail, Nargiza knew she wanted to approach it differently. This time, she set a state-by-state strategy, testing changes to the consent banner in lower traffic states first. This allows Nargiza to forecast the impact of design tweaks and new regulatory requirements before they bulldoze the data used for budget planning.
Bonafide’s privacy program carefully balances legal obligations and business continuity. As Nargiza explains, preserving analytics data has a direct impact on consumers. “We invest heavily in driving traffic, so it’s important that we use that spend as efficiently as possible.”
With DataGrail Consent and Request Manager, the balance is simple. Nargiza runs a lean team that moves fast but diligently, carefully testing every change and incorporating the results into forecasting. She’s built something durable. By prioritizing automation throughout her privacy strategy, Bonafide is always prepared for a sudden wave of data subject requests or new regulatory requirement and compliance is never at risk, no matter what other priorities sit on her desk that week.
Nargiza runs a program that keeps pace with a growing company, holds up through an acquisition, and stays off the shoulders of engineers and outside counsel alike. For a D2C brand where trust is the product, that’s exactly what privacy should look like.
