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Campaign execution across six markets and multiple channels lacked a centralized system, making it difficult to track assets, timelines, and delivery requirements.
When I joined the account for a large regional lawn care company, I was brought in to help traffic assets for an upcoming campaign with fast-approaching deadlines. There was no centralized source of truth—specs, channels, markets, deadlines, and delivery requirements were scattered or undocumented.
The result: missed assets, blown deadlines, and constant rework for the creative team. Without a complete, shared view of what needed to be produced, it was nearly impossible to estimate workload accurately. This created risk for both delivery timelines and revenue.
I was brought in to bring structure to a complex, multi-market, multi-channel trafficking process. I took ownership of organizing the trafficking workflow, worked closely with the media buyer to define what needed to be delivered, and designed a centralized system to track placements, specs, timelines, and status across markets and channels.
Day to day, I was accountable for making sure deadlines and deliverables stayed on track—coordinating between media and creative, maintaining the system as the source of truth, flagging risks early, and driving follow-ups to keep work moving forward.
I built a centralized trafficking system in Asana designed to serve as a single source of truth for all campaign placements, assets, and timelines.
I defined clear workflow stages—from identification through delivery—so it was always easy to see where each placement sat in the process. This made progress visible at a glance and made it much easier to spot where work was getting stuck and needed follow-up before it turned into a missed deadline.
Identified → In Production → Internal Review → Client Review → Third Party → Ready to Traffic → Delivered / Trafficked
Different stakeholders needed to look at the same information in different ways. I primarily worked from views grouped by market, channel, and due date, while the media buyer focused more on media type and timing. Building the system in a flexible PM tool made it possible to tailor views to how each person processed information, without duplicating or fragmenting the data.
This flexibility was key to adoption and usability. Unlike static spreadsheets, the system could be reorganized around the questions each user needed to answer, while still maintaining a single source of truth.
Master trafficking project grouped by campaign. Built in Asana
Each placement captured the full set of details needed to manage delivery—market, channel, campaign, specs, due date, status, and ownership—in one place. Keeping all of this information together created a true single source of truth and eliminated the need to piece together context from emails, documents, or side trackers.
This made it easy to understand what was needed, where things stood, and how each placement fit into the broader campaign, while also providing a quick, high-level snapshot of the account for anyone who needed an overview.