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case study
Operational Overhaul for Ad-Selling Business
Modernized CMS and communications for a distributed sales team — cutting content management time in half and improving real-time responsiveness.
Client
Distributed ad sales team with manual workflows
Role
Workflow Architect & Ops Strategist
Timeline
~3 months
Stack
WordPress, SMS Gateway, Node.js, React.js, Docker, GAU, Bitbucket Pipelines
The Challenge
Field agents were juggling emails, spreadsheets, and outdated tools. Even small content updates required a dev. The business wasn’t broken — just running on duct tape and memory. They needed tools built for scale, not survival.
My Role
I rebuilt their ops stack — modernizing the CMS, adding real-time alerts, and giving teams the power to manage content and campaigns without technical handholding.
Solutions Delivered
- Ran structured interviews to surface pain points across field and ops teams
- Rebuilt the CMS into a lean, editor-friendly WordPress platform
- Integrated an on-page chat + SMS alert system for real-time updates
- Designed role-specific workflows so non-devs could manage offers, content, and campaigns
- Connected backend logic via Node.js + React microservices
- Streamlined dev cycles with Docker + Bitbucket Pipelines
- Wired in GAU analytics to track engagement, SMS response, and ROI
Business Outcomes
- Response times improved 75%, increasing engagement and close rates
- Cut CMS-related support tickets by 50% — business users own their workflows now
- Clarified product structure, improving team alignment and customer messaging
- Delivered a resilient backend built for speed, clarity, and scale
- Turned content into a living tool, not a dev backlog item
internal-tools workflow-automation sales-ops