The Problem
Scaling a product while maintaining targeting accuracy and reducing operational complexity is a significant challenge. As LiveConnect expanded, ensuring seamless ad delivery across platforms, improving video targeting capabilities, and training internal teams became key priorities.
Goals
- 📈 Scaling the Product — Expanded LiveConnect's reach to additional networks and advertisers while ensuring optimal performance
- 🔄 Reducing Complexity — Streamlined operations with automation and improved backend infrastructure
- 🎯 Launching Video Targeting — Developed advanced video ad personalization based on real-time game updates
- 🎓 Training Internal Teams — Provided comprehensive onboarding and knowledge-sharing sessions to enhance adoption
Development Timeline
- Deep understanding of the product, data, customer, and market to develop the foundation for scaling
- Developed 3 sales tiers to streamline both campaign creation and sales
- Cut down on friction points for all Account Managers to create campaigns self-service
Challenges & Solutions
| Challenge | Solution |
|---|---|
| The specifics and details of the product were difficult for Sales to understand and discuss with clients | The root cause was too many edge cases. I created case studies based on previous campaigns that led to the creation of Product tiers, then provided education and training for best practices and which clients met these tiers based on their criteria |
| Each campaign took roughly 1–2 weeks to set up, based on complexity, causing inefficiency and human errors | Reducing complexity through product tiers cut ~50% of campaign development down to 30 minutes. I then identified 5 friction points in campaign creation for the more complex projects to streamline down to 1–3 days |
By the Numbers
- 🚀 40+ Custom advertising campaigns launched
- ✅ 100% Product adoption for internal Account Management teams
- ⚡ 40% Faster campaign creation and deployment times
Failures & Lessons Learned
- ⚖️ Not Asking For Help — I was expected to manage the product and set up LiveConnect campaigns in roughly 4 weeks before college football season. I did not ask for help early or often enough, which led to preventable errors in the first campaign.
- 🔗 Lack of Vision — I had not realized the value a coherent vision could create. A vision helps inspire, mobilize, and create standard mental models for teams to develop against.
- ⏳ Confusing Features with Value — I initially believed simply launching a feature would bring value, but value must come from that feature solving a specific customer problem or use case.
Screenshots
Additional screenshots unavailable due to timing in the creation of this page
