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Creative Intake Optimization
Project type
Organizational Optimization
Date
2021-2023
Location
Remote | Tucson, AZ
Problem
Creative requests were inconsistent, lacked prioritization and often caused delays due to unclear ownership and shifting expectations.
Solution
Approach:
I began by auditing intake processes across departments to uncover communication gaps, inconsistent prioritization and unclear accountability. Working closely with cross-functional stakeholders, I mapped key breakdowns and co-developed a framework that brought operational clarity and aligned with each team’s structure and goals.
Execution:
I built and launched a new intake system integrated with Jira and applied the RACI framework to clearly define roles, responsibilities and decision-making authority across project types. We piloted the model within high-volume workstreams, refined it based on feedback and supported adoption with documentation and visual guides to ensure long-term usability.
Leadership:
Throughout the initiative, I facilitated alignment between global teams with competing priorities and guided Creative leads through a structured change process. By championing transparency and collaboration, I increased team confidence, improved process ownership and enabled a self-service intake approach that scaled beyond the initial rollout.
Impact
Results:
Project misalignment and confusion around roles were significantly reduced. Cross-team coordination improved, delivery velocity increased and prioritization became more consistent across 80+ projects.
Business Value:
The new system enabled more efficient use of team resources, improved delivery predictability and created a repeatable process that scaled across Creative, Product and Marketing. Stakeholder satisfaction increased and team morale improved with clearer ownership and recognition.
Lessons Learned:
Cross-functional success hinges on co-creating systems with the people who use them. Introducing structure is most effective when paired with transparency, feedback loops and leadership support. Simplicity, visual clarity and ongoing education were key to long-term adoption.
Team
Creative, Marketing, Product, Operations
Led a cross-functional initiative to streamline the creative project intake process, aligning Marketing, Product and Creative teams. Identified workflow breakdowns and introduced a standardized RACI model to define clear roles and accountability across departments.