Overview
Industry: FinTech
Scope: 500+ projects across Marketing team
My Role: Sr. Director, Marketing Operations
Focus Area: Work Management, Operational Visibility, Process Optimization
Context: As marketing initiatives expanded, so did the complexity. With over 500 projects moving at once, work was scattered across emails, spreadsheets, and whiteboards. Leadership couldn’t see workload or progress clearly, and teams struggled to connect execution with outcomes.
The Challenge
The marketing organization was managing hundreds of concurrent projects across internal teams and external agencies, without a central way to track progress or measure results. Requests came through every channel imaginable. Approvals lived in inboxes. Work was duplicated, and deadlines slipped through the cracks.
We needed a way to:
Consolidate requests and approvals into one source of truth.
Improve visibility for leaders.
Reduce inefficiencies across cross-functional teams.
Connect creative execution to business impact.
The Solution
I led the onboarding and integration of a new work management platform (Workfront, formerly AtTask) to replace scattered tools and manual tracking systems.
Together, we:
Designed an intake and prioritization process to manage all project requests in one place.
Created custom dashboards and reporting to visualize workload, deadlines, and team capacity.
Implemented automated review and approval workflows to replace fragmented email chains.
Integrated cross-functional collaboration—inviting partners from legal, agencies, and internal teams into shared project spaces.
Built a scalable data structure and metadata tagging system to track project types, deliverables, and alignment to business objectives.
Piloted the tool within the Creative Operations team before expanding to Marketing-wide adoption.
Visibility fuels better decisions.
When teams can see the work, they can finally move it forward together.
The Results
→ Consolidated 600+ projects into a single, visible system of record.
→ Cut project approval times and reduced rework across teams.
→ Enabled leaders to view workload distribution and identify bottlenecks in real time.
→ Established measurable alignment between marketing activities and enterprise OKRs.
→ Improved collaboration between internal teams and external partners (legal, agencies, vendors).
→ Laid the foundation for continuous improvement through data-driven insights.
Skills Applied
Process design & optimization
Work management platform implementation
Dashboard & reporting design
Cross-functional collaboration
Change management & training
Data structure & metadata mapping
