The Challenge
The product had more than 100 collateral pieces to update, but the Graphic Design team estimated the work would take a full quarter.
What I Uncovered
The bottleneck was not simply design capacity. The production model itself was creating unnecessary work.
- Design priorities competed: Customer and executive presentations outranked product collateral, leaving materials outdated and off-brand.
- Partner updates created recurring demand: Offer changes generated a continuous stream of collateral requests.
- Contractors did not remove the management burden: External capacity still required additional oversight to maintain standards.
The Strategic Shift
I shifted the problem from "how do we get 100 pieces updated?" to "how do we redesign the collateral model so the work can scale?"
- Created a prioritization model: A consistent framework prevented every product and partner update from becoming a high-priority design request.
- Challenged duplicate production: Publishing content on the website and recreating it as a PDF was consuming unnecessary production time.
- Moved toward a scalable model: Combined web-first publishing, launch tiers, and reusable templates to reduce repetitive work.
My Contribution
- Designed the Marketing Collateral Framework: Aligned launch tiers and the Bill of Materials with business-partner revenue contribution to prioritize time, budget, and resources.
- Shifted lower-use content to a web-first model: Reduced the need to create duplicate website and PDF versions.
- Developed the reusable-template use case: Defined the need for downloadable PDFs without manually recreating every asset.
Cross-Functional Work
I worked with Partner Marketing, Graphic Design, SEO, Copywriting, and Website teams to design and pilot the new collateral model.
Outcomes
- Reduced production time by 75% and saved $16K in the first-of-its-kind pilot.
- Marketing Collateral Framework was approved for implementation.
- Integrated Product Marketing launch tiers with collateral development to create a more consistent company-wide approach to prioritization and production.
Work samples are not shown because the materials are proprietary.
