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Marketing Operations Automation and Optimization

Desired Capabilities

  • Operational Efficiency
  • Process Development
  • Risk Management
  • Digital Transformation

The Situation

In the midst of a digital transformation effort, the marketing department for a Top 30 U.S. bank identified several issues and potential process concerns in its credit card marketing system. While the bank was able to address some of the issues on its own, they asked Spinnaker to leverage its marketing operations expertise to identify additional opportunities for improvement and provide a fresh perspective on areas that could benefit from further transformation and automation.


The Challenge

Collaborate with the Marketing Operations team to identify process improvements and automation opportunities within a highly regulated and complex marketing ecosystem.


Meaningful Outcomes

  • Delivered detailed, redesigned process maps of the creative and disclosure processes while streamlining resource assignments across all lines of business, reducing handoffs and automating follow-up emails
  • Presented a financial services-specific automation solution
  • Documented all gaps and provided a risk analysis framework for a key program offering that was under regulatory scrutiny
  • Developed business requirements for offer system enhancements and process changes needed to reach their future-state faster

Our Approach

Our engagement team began by assessing existing processes, technology and teams involved in the credit card marketing process – across the bank as well as within the marketing department. From there, we reviewed process maps and associated process documentation, then interviewed leadership and performers to quickly understand the process and identify opportunities for fortification. All findings were documented and prioritized in a report delivered to Marketing Operations leadership.Following that review, our engagement team was asked to lead a specialized “Tiger Team” and optimize the end-to-end process for all creative and disclosures. In an effort to reinforce the process from all aspects, we also used the exercise as an opportunity to document rate and fee packages and analyze the differences across related web and collateral pages in order to highlight areas of unintentional misalignment.After integrating Tiger Team learnings into the bank’s offer system and martech process, we led a pre-production risk assessment to determine the need for any final adjustments before putting the updated process into production.