Vimeo Campaign &
GTM Process

Context

As Vimeo’s marketing organization grew, teams were operating in silos under a dense process that lacked early alignment checkpoints. Strategy shifts often occurred mid-project, leading to rework, inefficiencies, and unnecessary strain across functions like PMM, product, demand generation, brand creative, growth, comms, and operations.

Goal

  • Evolve the process to better support our expanding team by streamlining execution, removing siloes and embedding executive alignment at the start of every major initiative.

Role

  • Process Architecture & Organizational Design

  • Executive Alignment & Cross-Functional Enablement

  • Change Management & Scaled Team Training

Approach

I led the end-to-end operational design and execution of this process transformation, overseeing cross-functional alignment, workflow redesign, and organizational rollout for an 80+ person marketing team. My focus was to simplify complexity, increase clarity, and build a scalable system that supported fast-moving GTMs and campaigns across marketing, PMM, product, creative, growth, comms, operations and sales enablement.

  • Gathered feedback from 80+ marketers across all disciplines to identify bottlenecks, redundancies, and misalignment in the existing workflow.

  • Collaborated with product and sales enablement to integrate cross-org feedback so process supports all involved teams.

  • Redesigned the process from the ground up by reducing steps, eliminating duplicative work, adding executive alignment checkpoints, and introducing standardized templates for briefs, project boards, and campaign planning.

  • Partnered with senior leadership to secure buy-in, and lead team-wide training and enablement sessions to ensure smooth adoption and long-term scalability.

Outcome / Impact

The redesigned workflow launched in Q1 2025 and quickly became the standard operating model for all large-scale GTMs and 360 campaigns. The process continues to be utilized and evolved to this day.

  • Reduced total process steps from 14 to 8, cutting complexity and completion time in half.

  • Eliminated 3 major pain points responsible for duplicative work and delays.

  • Accelerated large-scale campaign delivery by an average of one month.