Embedding a unified workflow across a revenue-critical CRM channel.

Issue
As CRM demand intensified, weekly trading emails became increasingly complex. Multiple contributors across Studio and eCRM operated without a unified system, creating fragmented communication and delivery risk in a high-value channel. The challenge was to create shared visibility and accountability across a fast-moving environment.

Insight
Strong teams working in silos still create friction. To protect performance at scale, we needed a single operational source of truth that connects brief, build, and deployment. Process clarity would drive delivery confidence.

Idea
I designed and led the implementation of a unified workflow platform built in Trello, establishing a structured end-to-end operating model for Studio and eCRM collaboration.

The system formalised intake, clarified ownership and provided real-time visibility for 30+ cross-functional stakeholders. Campaigns followed a defined lifecycle with standardised ticket structures, prioritisation markers and embedded governance checkpoints to reduce ambiguity and duplication.

Microsoft Teams integration accelerated communication loops, while shared dashboards provided transparent progress tracking across creative, build and deployment stages.

This represented a behavioural shift, not just a tool implementation, redefining how Studio and eCRM partnered across weekly trading activity.

Impact
Delivery reliability strengthened across weekly trading campaigns. Timelines accelerated, rework reduced, and stakeholder confidence increased.

The workflow became a repeatable operating model that supports both BAU and peak trading while protecting commercial performance and creative standards.