Program Management of Global Brand Relaunch
We were asked to support the WTA Ventures team by developing and executing an operational plan for the complex brand launch within 90 days. This included coordinating activities and messaging across departments and aligning initiatives leading up to the global launch.
The Approach
Our approach started with 1:1 interviews to gain a deep understanding of each departments’ requirements, dependencies, questions, and capabilities across brand, marketing, PR/communications, tournaments, merchandising, player marketing, digital/social, and partnerships and then using this knowledge to develop a comprehensive strategic plan to guide the global roll out of the brand.
The Strategy
We were able to drive outcomes for the WTA brand team by quickly aligning stakeholders to a unified vision and set of goals, and streamlining progress tracking through our custom program management systems. The processes and workflows we implemented through this project were designed to empower the marketing team to execute future large-scale initiatives with organizational tools and strategies to enable success.
The Results
In three months, we managed over fifty initiatives across multiple teams including forty real-time tracking of strategic initiatives, crafted brand messaging for players, tournaments and sponsors, mitigated potential risks, and optimized planning to distribute 100+ assets across partners and players for the brand launch.
Our strategic planning, collaboration framework, and support allowed the WTA brand team to focus on delivering for their stakeholders and executing their key initiatives with support from Building3.