BETH HAGGERTY

From Friction to Framework: Building a Scalable Operational Framework for Growing PM Teams

For a program management team to succeed, you need to ensure they have the right support, guidance, and accountability. I prioritized operational clarity in building a scalable framework and a "single source of truth" repository for core standards. I updated existing documents and created new ones to define best practices for billing, health reporting, tools, and financial literacy.

Looking at the bigger picture, I assessed how PMs could work with other teams more efficiently. I collaborated with creative leadership to overhaul the print production process to a workflow that reduces the risk of costly errors. I worked with media and creative leads to create a media specs template to clarify messaging and production variables to reduce valuable rework time.

Embracing workflow automation, I integrated Jira and Slack webhooks to streamline weekly status reporting and communication. Additionally, I engineered AI-driven prompt templates and reusable Jira task structures to standardize recurring workflows and backlog management that could save meaningful hours for PMs so they can focus on strategy and solutions.

Building frameworks is only one part of the equation. It also needs to scale. I co-led team onboarding for Jira and Kantata during new agency acquisitions. For team member assessment, I developed a comprehensive form to review individual and collective PM team capabilities. This form tracked skills, credentials, industry vertical experience, and outputs they had managed. Having this view helps leadership to strategically match PMs to the best-fit projects.

To build a confident team, knowledge is an important key. I fostered a culture of continuous education by organizing "lunch and learns" from different disciplines (PR, Analytics, Social, Media) catered for the PM audience. I also contributed to the agency SME series on a topic I am passionate about. I created and delivered a company-wide presentation on intellectual property, educating marketers on commercial use, patents, and intellectual property legal risks.

My philosophy in shaping an effective process for my team is to educate, provide clarity, alleviate pain points, simplify, and iterate to keep improving. Of course, all of this ladders up to business needs of efficiency, profitability and excellent client partnership. I measure my success by building a curious, inspired, and high-performing team.

Krispy Kreme Doughnuts "Joy Goes Around" Global Promotion

This promotion celebrated the Joy of Krispy Kreme by allowing store guests to share their great in-store experience with other guests in stores around the world. Holiday Hangouts kiosks were installed in 16 global markets and required a multi-location video shoot to create the final branding video. I project managed creative, kiosk application, a multi-location video shoot and social strategy. Each market had its own Google licensing requirements, equipment needs, shipping logistics, and translations. The team researched local cultures of each market to insure the campaign would be globally received. Additionally, I held help sessions and created an in-store execution guide, troubleshooting website and instructional videos. Working with store managers, I assessed each store layout to identify location of appropriate power, Wi-Fi and sound, which ended with a versatile, scalable design in four formats. Risk management included everything from voltage plug adaptors and locking mechanisms to backup power and keyboard stickers for non-Latin alphabet countries.

Nintex Website Replatform: Forging a Strategic Partnership

We were up against the wall with an inflexible amount of time to accomplish a site launch in an unprecedented amount of time. In just a few months, we needed to replatform the Nintex digital ecosystem, launch a full brand overhaul, and design a new marketing framework that would set a scalable and efficient foundation for their new, AI-focused era. I was able to lead the cross-functional team to a successful on-time launch that was on budget with over 45% margin. Some of my key contributions to the project include optimizing a system failure at GatherContent to upgrade the software to provide a better workflow. I worked collaboratively with the team to establish manageable milestones that pushed the team without breaking them. I established a trusted, transparent relationship with the client, where we were able to determine a top-priority down approach to the replatform. Based on team estimates for features, I roadmapped the entire timeline and backlog to determine when to expand and contract the development team to meet deadlines. The client provided us numerous accolades on the success of the launch. The CEO personally complimented the resulting website as, “a modern, scalable platform that we can continue to build on” and he appreciated the team’s collaboration and expertise. The success of the launch and positive site metrics transitioned into a multi-year relationship with further strategic initiatives.

Salesforce Automation Agent Game Series

Salesforce tapped our team to partner with them to create a series of games promoting the value of Service Cloud. A true collaboration with the client creative team and ours, we defined gameplay and mechanics that would be both fun and also demonstrate how users can better forecast, schedule and train with Workforce Engagement. I managed the team through creative alignment,  game design documentation, accessibility, game creation, and testing. The first game appeared at Dreamforce in a kiosk as part of the Dreamforce Arcade with conference attendees engaging with the experience and learning how their teams can automate to become more efficient.

Gas South Website Redesign

Gas South wanted a new website and enrollment flow that helped consumers understand the different plans and continue their path-to-purchase. This project included management of discovery and research, prototype testing, wireframes, and design. The redesign was successful with 7% increase in enrollments in the first quarter after launch. Users spent 5% more time on the site and bounce rate improved by 12%.

Salesforce Einstein AI Academy

This video and website project met the challenges of production during a pandemic in innovative ways. Salesforce was looking to create an educational series on how to use Salesforce Einstein AI. No longer able to film the instructors in person, our team shifted to an animation production. Equipment was mailed to the instructors and the video production lead and writer directed the VO over video calls. Using illustrations of the instructors and Adobe Character Animator, we were able to bring the instructors to life through animation. This 12 part video series was developed into a website with quizzes after each segment, unlocking content for the user throughout. Finally, the user was able to take a final exam and get a certificate for course completion. Users were sharing their certification and experience on LinkedIn and rated the course a 4.8/5 stars. The client was very pleased with the results and the experience won both a Gold Hermes Creative Award and a Bronze Atlanta Addy.

Aaron’s - “You Make It You” Social Campaign

Aaron’s was looking to shift hearts and minds with a new social campaign to showcase accessible style, and vast product offerings in a new social campaign. On this project, I worked closely with the creative and video leads to help execute this photo shoot and social campaign toolkit. This project demonstrated teamwork and thinking fast on your feet. As the shoot days neared, we met supply chain challenges for the products we were shooting and worked as a team to pivot and procure products that still met the vision for the concept. We carefully executed on-set pandemic protocols.  As on-set producer, I even hopped in to wallpaper a set wall. We wrapped the shoot on time and the campaign was a success. On Facebook, Aaron’s had 16.7% increase in positive sentiment and 157% increase in engagement rate. On Instagram, engagement rate increased 3029%! The campaign was awarded two Platinum Hermes Creative Awards and one Silver Muse Award.

Coke Catching Fire Hunger Games Sweepstakes

The Coke Catching Fire promotion was a collaboration with Lionsgate to promote the second Hunger Games film. Management required coordinating with stakeholders from the internal creative team, theatre vendors, Lionsgate and Coca-Cola. From a technical perspective, I managed the prizing relationship with ePrize for the API, Savvis for releases, internal microsite development, load predictions, security scans, and launch checklists. The site was completed early and was successful as users interacted on average 10 times and spent nearly five minutes on the site.

LEVOLOR Product Configurator

LEVOLOR was looking for a premium online solution for configuring their blinds and shades. The configurator needed to educate the user about product features they may not be familiar with and also convey clear product dependencies when selecting options. This project had an extensive research phase with surveying and interviewing consumers and prototype testing to inform the solution. The design intuitively took the consumer along decision-making of over 14 product categories and extensive size and style choices, while also inspiring them along the way. Project management for the experience included knowing the ins and outs of the product dependencies and managing research and design phases for the project. The client was ecstatic with our consultation and work, ultimately growing the account with more strategic projects.

Deltek Website

As project manager on the Deltek site team, I oversaw tasks for up to 25 people on the build of this global, enterprise-level, 1000 page, responsive website. I became a Sitecore personalization subject matter expert, implementing most of the rules and associated content. I helped integrate the Eloqua marketing automation and assisted in content entry, in addition to managing iterative sprints. The team delivered a best-in-class digital experience to advance Deltek’s inbound marketing and lead generation capabilities. We delivered relevant and sales-cycle appropriate content throughout the buyer’s journey.

Purina Beggin Pet Parade

The annual Beggin Pet Parade promotion had many moving parts including updating the Beggin brand website, Pet Parade site and social assets in phases from “Save the Date” to event sign up, day of event state and post parade photo retrieval state. I coordinated with the creative lead and technical director to define assets, use cases and requirements for each release.

PhRMA GoBoldly.com

With an estimated 10 million dollar campaign backing the project, PhRMA was promoting the Go Boldly campaign across all channels such as Time, National Geographic, The Today Show and Jimmy Fallon’s The Tonight Show, among many others. I managed a team in semi-agile sprints to create a complimentary website to accompany the promotion and continue the storytelling of medical advancements. I worked closely with partner agencies handling different aspects of the campaign. We created the site in 7 weeks and had time to spare despite holiday time off.

Viva Paper Towels Social Refresh Photo Shoot

Viva Paper Towels needed to update their site imagery and needed new photos for their social channels. Working within Kimberly Clark production guidelines, this two-day shoot required triple bids, hero packaging, insurance and careful monitoring of demo conditions. I worked with the client and creative leadership to procure the photographer, food stylists, locations, models, wardrobe and props and created production documents for the five scenarios.

Krispy Kreme Ghostbusters Promotion

To celebrate the 30th anniversary of the Ghostbusters movie, Krispy Kreme collaborated with Sony to release special edition doughnuts. To promote this, we created a site, where users could travel real virtual locations via Google Maps API to capture doughnuts, ghosts and even slime their local Krispy Kreme using a virtual P.K.E. Meter. As project manager, I worked closely with creative and technology in concepting and execution phases, with the team even adopting my contribution to make New York City an “Easter Egg” with accurate, location-based ghosts and scene quotes from the movie. Project management included managing social content, the website build, coordinating with Sony on image rights and legal and verifying movie quotes and real life coordinates. The site was a success with each visitor clicking on an average of 5 items and playing the game for 10 minutes.

Partnership Against Domestic Violence Hearts with Hope Video

This 10 minute video for PADV started with procuring a production team complimentary to the budget. Working with the production team, I scouted and procured 12 locations (including a MARTA station, a classroom and a jail cell), with the appropriate releases and requirements per location. Production involved scheduling nearly 100 cast members from extras to PADV volunteers and employees. I arranged for craft services and meal donations where possible due to the charitable organization status. There was only one month to plan, film and edit the video for the yearly fundraising event. The video was a success and shown at schools and churches and for corporate sponsors as an educational and fundraising tool. Lastly, we stayed on budget, which was a challenging total of $5000.

Krispy Kreme - Talk Like A Pirate Day Promotion

Every September, Krispy Kreme offers up free doughnuts to store guests who “Talk Like a Pirate,” and offer a bigger bounty for those who dress like one. I managed creative and social work streams for The Pirate Academy execution, working with the executive creative director on video production of the animatronic pirate puppet instructional video. While procuring props, I went off-list and picked up a treasure chest to hold a dozen doughnuts. The creative team loved the idea and worked it into the production. The campaign was a success with a 1,267% increase in brand mentions from the prior year.

U.S. Navy Events Central

The U.S. Navy needed a recruiting asset booking management system website built with an aggressive, hard deadline. The former workflow included two separate platforms and integration with a leads system. Working with the client and multi-discipline team, we were able to streamline the workflow into one website and add valuable new features. While managing the project, I met with a recruiting district officer for feedback we were able to integrate into the site. We developed the Drupal site in four 2-week Agile sprints and were able to launch early. We continued to add more enhancements in subsequent releases and the client and users have given very positive feedback.

Homedepot.ca Dadalyzer Father’s Day Promotion

Close to deadline, our client finally bought the big idea for a Father's Day microsite, which only left us 10 days to execute it. This landing page concept generated personalized gift recommendations by selecting a dad profile. Working with the creative director and director of project management, I assisted in this collaborative effort to plan, shoot and deliver a bilingual microsite launch on time and within budget by providing photographer options, negotiating usage rights and managing the website content for the launch.