Turning Creative Chaos Into a Scalable Content Engine
Problem
The marketing team was producing a high volume of content, but everything was reactive. Designers were pulled into every request, regardless of scope or impact. Without clear categorization or funnel alignment, we were reinventing the wheel with each new asset. This led to inconsistent visuals, slow turnaround times, and burned-out teams.
Solution
I led a content system overhaul, starting with an audit of every asset type we created. We categorized content by funnel stage, audience, and business goal. From there, we identified which content types were repeatable and didn’t need bespoke design. I partnered with design leads to develop branded templates for these lower-funnel pieces. This let our creatives focus their energy on flagship campaigns, product launches, and brand-level storytelling.
Execution
- Audited all existing marketing assets across web, email, sales enablement, and events
- Defined content types and mapped them to funnel stages and conversion goals
- Created a scalable template system for lower-funnel assets like one-pagers and ebooks
- Updated brand guidelines to support consistent use across global teams
- Built workflows that reduced design time and improved cross-team collaboration
Results
- Cut production time for repeatable assets by more than 50 percent
- Freed up 40 percent of the design team’s time for high-impact creative work
- Improved brand consistency across all regions and languages
- Reduced internal request volume and boosted team morale
- Helped shift the creative function from reactive production to proactive brand leadership
