Initial Situation
One of the world's largest discount retailers faced the challenge of fundamentally modernising its content production and marketing workflows. Existing processes were fragmented, heavily manual, and could no longer keep pace with the growing demand for consistent content across all channels. The goal was to introduce a central platform for end-to-end work management across the marketing and content domain.
The project began in April 2024 with a strategic consulting phase focused on the Content Supply Chain. In close collaboration with stakeholders, the team analysed how existing content workflows could be optimised and transitioned into a scalable system architecture. The full Adobe Workfront implementation followed in June 2024.
My Approach
During the first phase (April to May 2024) my focus was on Content Supply Chain consulting: analysing existing content processes, identifying bottlenecks, and developing a target architecture for integrating Workfront into the existing system landscape.
From June 2024 I took on operational leadership of the Workfront implementation. My approach followed an MVP-first principle: a functional core was built first and brought into production quickly, with additional use cases integrated iteratively thereafter. The central elements of my work:
- MVP implementation and go-live: Defining the minimum feature set, configuring the Workfront instance, supporting the go-live with intensive stakeholder assistance
- Change management: Designing and delivering workshops to enable teams, establishing new ways of working and overcoming resistance
- Adobe Fusion automations: Developing integration scenarios to automate recurring tasks and connect to existing systems
- Stakeholder management: Continuous alignment with business units, IT and management across multiple hierarchical levels
- Use case expansion: Incrementally onboarding additional departments and processes onto the platform
Results
- Successful go-live of the Workfront instance with full adoption by the initial teams
- Establishment of structured content workflows with clear task allocation and transparency
- Significant reduction in manual coordination processes through Fusion automations
- Sustainable embedding of the new way of working through change management measures
- Ongoing expansion to additional business units and use cases
Technologies / Methods Used
- Adobe Workfront (configuration, administration, governance)
- Adobe Workfront Fusion (automation, integrations)
- Content Supply Chain consulting
- Change management (workshops, coaching, communication)
- Stakeholder management (multi-level)
- Agile methodology (iterative implementation, MVP approach)
- Requirements Engineering (IREB-based)