National TV Channel Rebrand & Go-to-Market Campaign

ACD Media launched a major rebranding initiative for its national TV channel, with the goal of modernizing its identity, expanding digital reach, and positioning the brand for strategic growth and acquisition. I led the project’s end-to-end execution as Scrum Master, managing timelines, team collaboration, and content delivery across design, video, and marketing functions.

Objectives

  • Refresh the TV channel’s brand identity and content style

  • Align design, production, and social teams on a unified launch schedule

  • Deliver a go-to-market campaign across Instagram, YouTube, and broadcast

  • Improve operational delivery metrics ahead of a planned business acquisition

My Role

  • Developed and maintained sprint plans covering all rebrand assets: logo updates, video intros/outros, promotional content, and social rollouts

  • Facilitated cross-team ceremonies (daily standups, retrospectives) with design, production, editorial, and digital marketing leads

  • Introduced agile project tracking and velocity dashboards to ensure milestone accountability

  • Removed blockers related to design-to-video handoffs and revised feedback cycles to hit tight deadlines

  • Managed internal communication between C-level stakeholders and execution teams, translating creative vision into deliverable steps

Tools & Methodologies

  • Methodologies: Scrum · Sprint Planning · Weekly Retrospectives

  • Tools Used: Asana (task management) · Figma (brand guidelines) · Adobe Premiere (video edits) · Instagram Reels & YouTube (distribution) · Slack (team sync) · Google Workspace

Outcome & Impact

  • Delivered all core rebrand assets ahead of schedule, enabling a coordinated multi-platform rollout

  • Achieved a 35% increase in market share following the campaign, contributing to a successful media acquisition

  • Increased creative team velocity by 43% through clearer sprint planning and task structuring

  • Built a scalable, repeatable delivery system used for future campaigns beyond the rebrand

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Opinion Poll Campaign

ACD Media runs regular public opinion polls on political, economic, and social issues across its social platforms, especially Instagram and YouTube. These polls needed to be created, analyzed, designed, and published within short timeframes to remain relevant to the national conversation. I led the end-to-end project management of this campaign stream, coordinating between departments and optimizing delivery using agile principles.

Objectives

  • Maintain a consistent polling cadence tied to news cycles and public events

  • Ensure timely turnaround of data, visuals, and publishing assets

  • Improve team coordination between research, editorial, design, and publishing

  • Boost engagement and brand trust through data-driven content

My Role

  • Coordinated weekly sprints to align teams on polling timelines and deliverables

  • Facilitated backlog refinement and sprint planning across editorial, design, and data leads

  • Created project tracking systems to monitor each poll's lifecycle from survey creation to final post

  • Identified blockers in handoff stages (e.g. data → design → publish) and implemented faster feedback loops

  • Delivered retrospectives and improvements after each major poll release to fine-tune future cycles

Tools & Methodologies

  • Methodologies: Scrum · Kanban · Weekly retrospectives

  • Tools Used: Asana (task tracking) · Google Sheets (data handling) · Figma (infographic design) · Instagram & YouTube (distribution) · WhatsApp/Slack (real-time team sync)

Outcome & Impact

  • 100% on-time poll delivery for 12 consecutive cycles

  • Reduced delivery time per poll by 30%, from ideation to publishing

  • Posts with poll data saw an average engagement rate increase of 25%

  • Established a repeatable framework that cut cross-team confusion and improved sprint flow

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Workflow Automation & Process Redesign

As ACD Media's campaign volume grew, project handoffs and approvals became increasingly chaotic, leading to delays and overlapping workloads. The absence of standard workflows and task structure resulted in inconsistent delivery. I led the effort to design and implement automated workflows and scalable processes to improve clarity, speed, and team coordination across the content lifecycle.

Objectives

  • Identify and eliminate inefficiencies in campaign task handoffs and approvals

  • Introduce standardized processes for recurring deliverables

  • Increase speed and consistency of campaign delivery

  • Reduce reliance on manual coordination and last-minute fixes

My Role

  • Audited existing workflows to surface pain points and recurring delays

  • Developed templated campaign checklists and task structures across teams

  • Introduced SOPs for asset review, approvals, and publishing

  • Created repeatable workflows that automated task setup and team responsibilities

  • Led onboarding sessions with creative and editorial teams to roll out new systems

Tools & Methodologies

  • Methodologies: Scrum · Process Mapping · Iterative Rollouts

  • Tools Used: Asana (workflow structuring) · Google Docs (SOPs) · Sheets (automation triggers) · Figma (team templates) · Slack (feedback loops)

Outcome & Impact

  • Reduced cross-team back-and-forth by 33%, improving clarity and autonomy

  • Cut average campaign delivery time by 29%

  • Decreased revision cycles by 42% via consistent approval checkpoints

  • Established a flexible yet scalable system that adapted to different campaign types and team capacities

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