Campaign Management Ecosystem Redesign — Target (Roundel)

Challenge: Roundel's campaign management experience had grown tool-by-tool (RMS, Kiosk, CMP), creating a fragmented client journey with disconnected onboarding, inconsistent reporting, and internal teams acting as the de facto integration layer between systems.

Approach: Led end-to-end research across the campaign journey — onboarding through billing — via 4 discovery sessions, 6 cross-functional focus groups, and 7 self-service advertiser interviews, plus competitive analysis and journey mapping/service blueprints for both self-service and managed-service paths.

Findings: Synthesis surfaced five core friction points: access & onboarding, self-service capability gaps, reporting/data trust, unclear support ownership, and opaque automation.

Outcome: Translated findings into five paired recommendations and a phased 90-day roadmap (stabilize → ship v1 → pilot at scale), tracked against speed, trust, autonomy, and scale — reframing the ask for leadership from five disconnected fixes to one platform-led experience strategy.