Situation
A leading global sportswear brand was struggling to execute real-time marketing around major sporting events, a critical opportunity for engaging its audience. Despite the brand’s prominence and resources, inefficiencies in content planning, inconsistent usage of digital tools, and fragmented processes across teams were hindering its ability to react quickly and deliver impactful campaigns. The lack of a cohesive strategy led to missed opportunities for timely consumer engagement and diluted messaging across its global markets.
Task
The goal was to enhance the brand’s ability to execute agile, consumer-led content strategies by streamlining its planning processes and maximising the efficiency of its digital tools.
This required addressing operational inefficiencies, building consistency across markets, and aligning global and local teams around shared objectives. The ultimate aim was to establish a scalable framework that would allow the brand to respond dynamically to major events while maintaining its digital leadership.
Action
I conducted a comprehensive audit of the brand’s existing content operations, identifying key gaps in planning, tool utilisation, and collaboration between teams. This audit revealed a lack of training around essential tools, inconsistent governance for content approvals, and misaligned priorities between global and local teams.
To address these challenges, I developed a set of tailored guidelines, templates, frameworks, and training sessions that standardised content planning processes and improved tool adoption across the organisation. The focus was on creating a unified workflow that allowed for faster approvals, real-time adjustments, and seamless collaboration between regions.
In addition, I introduced governance structures to ensure clarity around roles and responsibilities, enabling teams to work more effectively within a consistent strategy. This included the rollout of training for key digital tools, helping teams unlock their full potential and leverage analytics to guide consumer-driven decisions. The framework was designed to scale globally while providing enough flexibility for local markets to adapt to regional nuances and opportunities.
Result
The refined content operations approach transformed the brand’s ability to engage audiences in real-time. It enabled timely and impactful campaigns that reached over 10 million fans across seven global markets. Streamlined workflows allowed the brand to capitalise on major sporting moments, reinforcing its reputation as a digital marketing leader. By aligning teams and maximising tool efficiency, the brand positioned itself to react quickly, deliver consistent messaging, and meet the needs of a dynamic audience.
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