Client: National media publisher working with sponsored content partners
Role: Project Lead • Workflow Architect • Integration Strategist
Timeline: ~2 months
Stack: WordPress (Custom), External LMS, Analytics Tooling
🚨 The Problem
Lead delivery was a painful, manual grind:
- Data was pulled from GA, http://Parse.ly , and other tools—then manually exported and emailed to sponsors
- Internal editors had no direct control over campaign tagging
- Sponsors experienced delays, data gaps, and inconsistent delivery
- The external LMS had restrictive auth, brittle APIs, and no native integration
This bottleneck slowed campaigns, strained sponsor trust, and ate up valuable staff time.
🧠 My Role
I led the end-to-end effort to automate lead routing—replacing spreadsheets and dev handoffs with a self-sustaining integration.
🔧 What I Delivered
- Implemented a custom WordPress integration with the external LMS
- Built a campaign tagging workflow directly into the CMS, so editors could assign leads without dev support
- Developed an automated delivery system that routed leads by campaign, reducing human error and time-to-delivery
- Designed a secure token refresh handler to handle flaky auth and prevent API lockouts
- Enforced environment-specific credential policies to prevent cross-env collisions and reduce support overhead
- Delivered a self-maintaining system that runs quietly, with minimal ongoing dev input
📈 Business Results
- Dramatically reduced lead delivery time, improving sponsor satisfaction and internal ops
- Increased data trust and accuracy, leading to stronger campaign performance
- Improved cross-team transparency, empowering editors and sales to see campaign status in real time
- Boosted sponsor participation and retention, thanks to automation and reliability
- Laid the groundwork for scalable lead routing enhancements, ready for future growth
* * *
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