AMAN SHAKYACreative Direction · Creative Operations · Brand Strategy
All work

CASE STUDY

Creative Operations Across DIGU

Building the workflows and integrations that connect teams, tools, and information across DIGU.

Creative Operations Systems Thinking Workflow Design Marketing Operations Automation

As DIGU evolved, marketing, creative, product, and development work increasingly depended on one another. The challenge wasn’t simply choosing better tools—it was creating clearer ways for information, priorities, decisions, and deliverables to move between teams.

In my role as VP of Marketing and Product Owner, I helped build and refine the systems behind that work: structuring workflows, connecting platforms, improving handoffs, and creating more visibility across teams.

THEGOALISSIMPLE

Connect the systems.

Less friction between teams.

THE APPROACH

Start with the friction,
not the tool.

Before changing the tool, I look at how the work actually happens—where information moves, where decisions happen, and where friction gets in the way.

  1. 01

    Identify

    Find where work is getting fragmented—scattered requests, disconnected information, unclear ownership, or missing visibility.

  2. 02

    Understand

    Map how work actually moves across marketing, creative, product, development, and leadership before deciding what needs to change.

  3. 03

    Simplify

    Remove unnecessary steps, clarify ownership, and decide what should be centralized, standardized, or automated.

  4. 04

    Connect

    Build workflows that link the right tools, teams, information, and decisions without forcing every function into the same process.

  5. 05

    Refine

    Support adoption, watch where friction remains, and adjust the system as priorities and team needs change.

Building DIGU’s Marketing Operating System

Building the systems behind marketing, content, and performance.

When I joined DIGU, there was no established marketing infrastructure. I built and now manage the systems connecting CRM, analytics, SEO, paid media, email, content, and digital performance.

01

CRM + AUTOMATION

Problem

No centralized CRM or marketing system.

Solution

Built HubSpot from the ground up for contacts, forms, segmentation, email, workflows, campaigns, dashboards, lifecycle management, and blog integration.

Tools

HubSpot

02

SEARCH + ANALYTICS

Problem

No clear view of search visibility or digital performance.

Solution

Established analytics and SEO systems for traffic, behavior, indexing, keywords, backlinks, and competitive monitoring.

Tools

Google Analytics · Search Console · Ahrefs

03

PAID MEDIA + DISTRIBUTION

Problem

Paid media and content distribution lacked structure.

Solution

Set up Meta Ads, lifecycle and campaign email, and social scheduling workflows for more consistent distribution and performance tracking.

Tools

Meta Ads Manager · HubSpot · Adobe social scheduling

04

CONTENT OPERATIONS

Problem

Content planning and assets were fragmented.

Solution

Built structured planning in ClickUp and reorganized Google Drive into a clearer shared asset system.

Tools

ClickUp · Google Drive

Designing Cross-Functional Workflows

One platform. Different systems built around different teams.

I introduced ClickUp across DIGU, but I didn’t make every team work the same way. I designed workflows around how each function actually operates.

The platform stays consistent. The system changes around the work.

01

Creative

Built a shared creative workflow connecting requests, ownership, production, review, approval, scheduling, and publishing. A Creative Request Form brings incoming work into one structured system instead of scattered messages.

02

Product + Development

Designed the development workflow around requirements, backlog prioritization, sprint planning, story points, progress, and delivery. I also manage the sprint rhythm, keeping product priorities connected to what the team is actively building.

03

Recruitment Enablement

Designed an end-to-end recruitment workflow connecting ClickUp, the DIGU website, applicant intake, and HubSpot. Job publishing and candidate data move through one structured hiring system, with developers implementing the API integrations I defined.

The platform is rarely the point.

The transferable skill is understanding how people, information, and decisions need to move.

Sometimes it’s a new platform.

Sometimes an integration.

Sometimes automation.

Sometimes removing unnecessary complexity.

The system should serve the work.
Not become more work.

Impact

MULTIPLE FUNCTIONS
CONNECTEDacross marketing, creative, product, development, and recruitment
END-TO-END
WORKFLOWSconnecting project management, CRM, website, analytics, content, and internal processes
REUSABLE
SYSTEMSbuilt around how different teams actually work rather than forcing one process across the organization