Expertise · Brand & Integrated Marketing
A global rebrand required the operating model to make it happen. The old systems and structure simply couldn't run across 25 markets in the Americas, so the org got redesigned and optimised before the work could start. That meant agile squads, agency and in-house teams, up-skilling, training, re-tooling from day one. Every digital channel, from website, to mobile, and ATMS, came under one accountability for the first time, alongside the traditional ones: out of home, radio, TV, and press. targeted campaigns. Approval volume at that scale needed a systems layer to move work through multiple markets at once. Websites got rebuilt market by market as part of the channel takeover. A year in, COVID hit, and the same infrastructure is part of why the response held.
How this connects to my expertise
Strategy
Reimagining the operating model, from workflows, resources, and systems, all the way to execution, building the integrated marketing channels the rebrand needed to actually work.
Design
Rebuilt the websites market by market as part of a full channel takeover, then reused that infrastructure for speed-to-market when it mattered most.
Brand & Narrative
One accountability for marketing, PR, communications, sponsorship, and philanthropy across the region, holding through a global rebrand and a global crisis in the same eighteen months.
Operating Model, Workflows & Systems
New agile squads and pods, a new agency-versus-in-house split, training built into the redesign, and a MarTech layer to handle approvals at 25-market volume.
A structure that couldn't run the mandate, redesigned before the work could start. Agile squads and pods, a new split between agency and in-house, a systems layer to handle approvals across 25 markets at once.
A year into the rebuild, COVID hit. The infrastructure already in place, rebuilt websites, new workflows, trained teams, meant speed was available when it mattered. What didn't exist yet got built from scratch: a customer assistance program connecting secure login to CRM, surfacing pre-approved rates and qualifying criteria automatically, so people could get help without a branch or a phone queue.
Held through a rebrand and a crisis, in the same eighteen months.
No. 1
Share of voice across the region
Double-digit
Growth in brand equity scores, reversed from decline
Faster
Than the rest of the market when COVID hit
