Campaigns run through trafficking portals, scheduling engines, and dynamic rules. They have logic.

I run campaigns where delivery is as much about the plumbing as the art.

Where I start

Clarify the process. What transitions, who is responsible for each phase, and what “completed” means.

Write the rules. Triggers, schedules, data inputs. The rules are written down, and followed.

Build the runbook. Content matrices and QA steps. The goal is a set of steps that can be repeated by anyone. Heroics are a sign of a broken process.

Run the stress test. Not just “does it load,” but “how does it behave.” I look for the edge cases and the data failures before the public sees them.

Protect the disciplines. Creative, media, tech, and data speak different languages. I ensure the logic is preserved when the content meets the platform. Translation is part of delivery.

Minimise changes that affect timings or margins. Change control and compliance are necessary, but my goal is to keep them from stopping momentum.

Evidence

Examples are anonymised to respect client and agency confidentiality.

Children configuring a digital bedroom

Colours, objects, layouts: hundreds of viable combinations. We defined the logic in a prototype before we built the assets. We tested every path, and every combination. No one had to scramble at go-live.

Brand enforcement as a blocker

Global client with a brand team that reviewed everything. I set up a weekly review starting at the wireframe stage, before any design was locked. Approvals stopped being a late-stage blocker because we didn’t wait until the end to ask.

Delivery model as a black box

Major account where trust was eroding between the agency and the client. No one could see how work moved between specialists or where it was at any moment. I built a shared workflow view that everyone could see. The relationship held firm because the chaos stopped.

Rights issue 48 hours before launch

My team managed a bespoke interactive build for a seasonal launch. Late in the process, a rights issue surfaced for the image of a London black cab. I contacted the licensing body directly, negotiated a one-time usage fee, and had clearance in 48 hours.