Building Enterprise Design Operations
Buffini & Company
Role:
Design Director, Design Operations Lead
Scope:
Architect and build enterprise-wide design operations serving 9 cross-functional departments
Scale:
Consolidated 6 designers from scattered departments into unified team; 2,500-3,000 annual projects; 98%+ on-time delivery
Challenge:
Design function was fragmented across departments. No unified workflows, no asset management system, no quality standards, unclear reporting lines. This resulted in redundant work, asset duplication, vendor chaos, and inconsistent quality. Leadership recognized the need to consolidate and systematize the function.
Approach:
Designed an organizational structure that unified scattered designers into one cohesive team. Championed implementation of a digital asset management system and project management infrastructure. Established production processes, quality standards, vendor management protocols, and timeline checkpoints across all creative work.
Execution:
Led organizational restructure to consolidate all design function under unified leadership. Architected a new organizational model organized into three strategic micro-verticals: Brand, Web, and Structure/Systems. This structure optimized efficiency by creating clear specialization while enabling cross-functional collaboration.
Outcome:
Implemented DAM and project management infrastructure that streamlined production processes, reduced rework, and positioned the team to scale from fragmented operations to unified enterprise function serving 9 departments. Consolidated 6 designers from scattered departments into unified team managing 2,500-3,000 annual projects with 98%+ on-time delivery, delivering the potential for $300K+ in operational savings through reduced asset redundancy and workflow optimization. Established clear reporting lines and decision-making authority. Created team growth opportunities through specialty lead structure and cross-training model.
Team Development & Growth:
Implemented intentional cross-training program exposing designers to diverse disciplines (marketing, social, print, video, presentations, packaging, product, web) to create career growth opportunities and operational coverage. Hired new design staff to strengthen team capabilities and capacity, growing the function while maintaining quality standards.
Project Management Infrastructure:
Interviewed Traffic Management and stakeholders to identify workflow bottlenecks. Designed and helped build the project management system that enabled scalable intake, production, approval, and asset tracking across 9 departments. While this system is now owned by Marketing Operations and Traffic Management, I was instrumental in its architecture and implementation.
Systems & Standards:
Implemented Bynder DAM with comprehensive training and adoption protocols. Established production workflows, quality standards, vendor management protocols, and timeline checkpoints across all creative work.