ShopKeep Marketing x Product Process

Context

As ShopKeep prioritized building a seamless sign-up flow from the marketing website into the ShopKeep app, it became clear that Marketing, Product and Engineering were operating under fundamentally different working models. Marketing moved reactively and iteratively while Product and Engineering ran a disciplined scrum and roadmapping process. These teams needed a way to work together cohesively without drastically altering either team's working model.

Goal

  • Build a working model that supported Marketing, Product and Engineering in launching a top-of-funnel flow from the ShopKeep marketing website into the app, allowing users to sign up and immediately begin using the product.

Role

  • Cross-Functional Project Management

  • Process Architecture & Change Management

  • Stakeholder Alignment & Executive Communication

Approach

As the project manager bridging Marketing, Product and Engineering, I designed a shared process that honored how each team already worked, focused on removing friction and building a repeatable system that could sustain collaboration beyond this single project.

  • Mapped existing workflows side-by-side to surface disconnects and make the case for process change using visuals and data rather than subjective feedback.

  • Introduced a dedicated strategy phase to Marketing's workflow so campaign thinking was anchored to the Product roadmap from the start.

  • Established clear lead time requirements so Marketing understood how far in advance work needed to begin to meet Product delivery timelines.

  • Created an early design handoff checkpoint, enabling Product and Engineering to begin writing user stories and scoping subtasks before designs were finalized, reducing blockers and delays.

  • Institutionalized daily stand ups and weekly roundup emails to maintain visibility across Marketing, Product, Engineering, and leadership throughout the project lifecycle.

  • Led process change by bringing solutions rather than problems, using workflow diagrams, past successes, and data to build buy-in across teams.

Outcome / Impact

The updated process aligned the teams around constant communication, visibility and a single delivery timeline, and the project shipped on schedule.

  • Delivered a full top-of-funnel sign-up flow from the marketing website into the app, enabling immediate product access post-signup.

  • Achieved measurable targets of 250 signups per month and 50 upgrades to paying accounts.

  • Created a scalable process framework that gave Marketing a structured strategy phase while preserving Product and Engineering's agile ceremonies, making future collaboration more efficient.