A campaign emailed 40,000 people who had opted out
Growth Marketing Manager | E-commerce
The suppression list lived in the CRM, but the campaign was built from a warehouse export taken two months earlier. Nobody owned the field that recorded consent, so the export left it out entirely. The complaints reached the data protection officer before the results reached the dashboard.
Treat consent as a critical data element with a named owner: define it once, flag it in the catalog, and require campaign lists to be built from a certified view rather than from a spreadsheet export.