challenge.
Unilever Beauty Collective was shifting to a social-first content strategy, but their operating model hadn't caught up. Brand managers and production teams were using multiple disconnected MarTech tools, creating bottlenecks at every stage. Content sat in approval limbo. Assets lived in different systems. Nobody could see what was actually being produced or why it was taking so long.
The brief was clear: map the end-to-end content creation process and design an operating model that would allow Unilever to produce more, faster, without burning out their teams.
role.
I worked alongside an Associate Partner and Strategy Manager to develop four detailed process maps, including a streamlined commercial system to support the timely and flexible release of budget needed for responsive social content.
I owned the process map for Unilever's Supershoot production, their content farm model for high-volume social asset creation. Having led similar shoots as a Production Assistant at adam&eveDDB Studios and worked in creative processes at VML, I brought firsthand understanding of how these productions actually work: the coordination chaos, the approval minefields the last-minute creative changes that derail timelines.
This production experience allowed me to autonomously develop a comprehensive end-to-end future state process map, identifying inefficiencies at each stage and designing solutions that reflected how brand and production managers actually needed to collaborate, not how a theoretical workflow suggested they should.
A critical part of my work was integrating Unilever's MarTech stack, recognizing where tools could be streamlined or expanded, particularly around AI integration. The goal wasn't adding more technology, it was designing a process that worked with the tools they had.
I also served as the validation point for our other three process maps, acting as the voice of the user to ensure our frameworks reflected operational reality, not just strategic ideals.
result.
I delivered a detailed Supershoot process map that showed:
Current State Analysis
Bottlenecks and their root causes (approval loops, asset management, briefing misalignment)
Pain points for brand managers, production coordinators, and creative teams
Future State Design
Workflow optimized for social-first, high-volume production
MarTech integration points showing how existing tools could work together
Role definitions clarifying who owns what at each stage
Decision-making frameworks to speed up approvals without sacrificing quality
AI integration opportunities for asset tagging, versioning, and distribution
The process map became the operational blueprint for how Unilever's teams would collaborate going forward, addressing the realities of production timelines, stakeholder management, and technology constraints.