BRAND: Meta Portal

CAMPAIGN: Remote Work, 2022

ROLE: Integrated Program Manager (Client)

RESPONSIBILITIES & DELIVERABLES:

• Oversaw global Agency onboarding (BBDO SF & AMV LDN)

  • Developed and operationalized a comprehensive onboarding system for Portal’s large-scale marketing initiatives and Agency partnerships. Work included: 

    • Development of months-long timeline and rules of the road for team engagement (inc. day-to-day, cross-functional and Leadership teams)

    • Coordination of departmental work-sessions and accompanying materials, ensuring all pertinent business details of Product (and Meta org) were shared for Agency absorption

    • Developed materials to ensure Agency’s presentations met Meta expectations and requirements

    • Led Operational, Creative and Design onboarding sessions (inc: ongoing deep-dives into Meta’s new, cross-portfolio branding elements)

  • Served as Portal point-of-contact (POC) for internal and external updates on new Meta branding elements (f.k.a. Facebook Portal) as Remote Work was the first Portal campaign to go live utilizing the new branding, look and feel

• Led XFN input gathering and development of campaign master plan prior to Agency engagement

  • Drove development and ratification of the following artifacts/milestones: 

    • RACI (project team inc: executive sponsorship, XFN stakeholders and core team)

    • Internal Team Operations Plan (inc: reporting & review cadences, core team structure, meeting cadences…)

    • Interim Brand Visual Identity (VI development was happening in parallel with Facebook to Meta rebrand)

    • MSOW (inc: Staffing Plan/Fee)

    • Production SOW (inc: OOP/OOS, budgets)

    • Comprehensive Program Timeline

    • Client Brief to Agency (Kickoff Brief)

• Crafted and ratified SOW in conjunction with Legal and Business Affairs

• Audited and championed changes to staffing plans so Agency could more effectively service Meta

• Served as primary conduit and facilitator for Agency communications, ensuring all parts of the organization were working in alignment, giving consistent targets to the Agency 

• Led alignment of media requirements by distilling Comms Framework into creative/asset list and ensured requirements mapped back to the SOW

• Identified creative/asset efficiencies amongst the various siloed channels (eg. Retail, Web, Performance Marketing, Paid Social, Reserve, PR, etc…) and successfully coordinated development and delivery

• Liaised with Design, Creative and Agency teams in order to provide the latest guidance on Facebook > Meta rebrand (inc: name & logo update, visual identity and brand tone)

• Coordinated with individual channel teams to ensure their needs were inline with the master SOW and were being met by the creative/agency 

• Led internal, XFN reviews with the Legal and DEI teams to vet business and creative issues, assess risks/opportunities and align on a path forward 

• Provided a sounding board and thought partner to Creative & Integrated Marketing teams when assessing the merits of the work through the lens of creative strategy, technical guidance and feasibility