Growing campaign volume 300% while cutting build time in half
Built the templates, orchestration, and role-based controls that supported a 300% year-over-year increase in campaign volume — with a 50% reduction in build and approval time.
Designed and implemented the campaign operating model spanning intake, templates, orchestration tooling, and QA.
The problem
Inconsistent intake meant constant rework and back-and-forth. Without real deadlines to plan or track against, nothing could be sequenced reliably, and loose handoffs made mistakes common — all while campaign volume kept climbing and the team's ability to execute reliably fell further behind.
Context
Campaign requests arrived through inconsistent intake — no standard format, no agreed timeline, information exchanged informally between requesters and the team executing the work.
What I did
How I approached it
- 01Mapped the campaign lifecycleFrom intake through to reporting.
- 02Identified the repeatable archetypesThe campaign types that recurred often enough to templatize.
- 03Aligned the toolingAcross Marketo, Asana, and Slack.