The Challenge
As Adwerx's product portfolio grew, launch coordination didn't sit with a dedicated program manager — it fell to me to own every release from the moment engineering handed off a finished product through to measurable revenue outcomes. Whether the release was a brand-new product or a smaller feature, it required the same end-to-end coordination: pulling technical details from Product and Engineering, sourcing or creating imagery for cross-channel use, building a messaging framework and ICP, choosing the right channels for that audience, and building a timeline the rest of the marketing org could execute against.
What I Built
I built and ran a repeatable process for every launch, regardless of size:
- Gather product details and technical information from Product and Engineering
- Source or create in-app images and product sample imagery for cross-channel use
- Build the messaging framework and ICP for the product
- Determine the channels appropriate for release based on that ICP
- Build the launch timeline with key channel deliverables
- Build the project and communicate timeline and requirements across the marketing org, assigning tasks to ICs — including Creative, Paid Media Strategy, and Email Specialists
- Execute email, content marketing, SMS, in-app experiences, and organic media tasks as necessary
- Review and approve all materials
- Create internal launch documentation in Confluence for all teams — messaging, timeline and deliverables, FAQs, and offers
- Personally train Sales, Customer Support, and Account Management on launch details
I used this process to own products and features from launch through adoption, some examples include:
Products Launched
Features Launched
- Skip to Checkout — 2025
- Impression Boost — 2025
- New Account Summary Page — 2023
- Sphere Address Targeting — 2023
- Connect Ads to Your Personal Facebook Page — 2023
- Adwerx Motion™ Ads — 2022
- MoxiWorks & Total Expert CRM Integrations — 2021
Product Updates Launched
The Result
- Coordinated communication and execution across Sales, Customer Support, Account Management, and the marketing org for every launch, with clear expectations and internal documentation for each
- Personally trained Sales, Customer Support, and Account Management ahead of every launch
- 11+ products and features launched end-to-end from 2019–2026, spanning video, streaming TV, digital out-of-home, credit bundles, and in-app experience upgrades
