Standardizing and Scaling Creative Production for Paid Social.
Workflow Efficiency
The Problem
Social ad production was slowed by inconsistent requests, unclear specifications, and disjointed communication between teams that resulted in delays, rework, and inefficient workflows.
Role
Led cross-functional collaboration to define pain points and then to implement a standardized system for social ad production.
There were just too many pain points from within and outside the Creative Department based around paid ad creatives that needed to be addressed as to have a more cohesive, time-efficient, and cost-cutting process.
-Daniel
Approach
Standardized the paid social creative review process by defining structured inputs for ad requests, improving clarity between account managers, strategists, designers, and analysts, and reducing revision cycles through clearer upfront alignment
Built a Figma-to-Google Sheets workflow to streamline ad copy transfer into creative designs, improving accuracy, reducing manual entry errors, and speeding up production across paid social deliverables
Redefined creative production sequencing by limiting full build-outs until initial “first-look” concepts were reviewed and approved, reducing wasted design effort and minimizing costly late-stage revisions
Implemented consistent file naming conventions and strengthened communication with analytics teams to ensure better organization, faster retrieval of assets, and tighter alignment between creative testing and performance insights
Results
Reduced revision cycles by improving upfront alignment on creative direction and requirements
Increased production speed by streamlining ad copy integration and eliminating manual transfer errors
Improved cross-functional efficiency through clearer communication between creative, strategy, and analytics teams
Reduced wasted design work by validating initial concepts before full production, lowering rework time and cost
Strengthened organization and scalability of creative testing through standardized naming conventions and structured asset management
Improved speed and accuracy of performance feedback loops between creative output and paid social analysis
