The challenge 🏔️

As a new member of the iRobot Global Owned team, one of my top observations was a disconnect between the workflows and communication of the Global Paid and Owned teams. This divide caused disjointed user experiences and inefficient use of marketing dollars, especially regarding national advertising campaigns.

The solutions 💡

To remedy this gap, I began scheduling regular roadmap alignment meetings between the teams. These sessions proved invaluable and allowed me to identify an especially high-value opportunity for confluence—the paid 2023 Competitive Video Campaign.

My technical integration strategy relied on gathering and communicating project requirements early on. So, one of my first activities was consulting with the CS, UX, and dev teams to understand platform requirements and ensure my channels’ requirements were briefed into the agency.

For my campaign integration strategy, I mapped the user journey from paid ads to the iRobot web, email, Amazon, and retail channels. My focus was creating a seamless transition for users from paid to owned, regardless of which paid channel they were referred from. Some of my considerations were where to land users, how to adapt messaging from ATL to BTL to better meet UX and accessibility standards, and how to effectively customize user landing experiences to keep them moving through the path to purchase.

The results ✅

The early technical collaboration paid off big when agency content deliverables arrived technically fit for the Owned channels, requiring minimal editing from the CS team. The campaign launched on time across 15 countries and three paid/owned channels.

Through the newly combined efforts of the paid and owned teams, the campaign had an extraordinary impact, capturing audiences above the line and effectively moving them through the funnel. The iRobot website saw a marked increase in hero product page video engagements, campaign CTA click-through rates, and, ultimately, conversions on the featured Roomba product.

My processes for merging workflows, gathering requirements, and creating throughline journeys were enshrined as a protocol for future campaign integrations.

Tools⬇️	Methods⬇️	Collaborations⬇️
Figma	Wireframing	Product Marketing
Confluence	UX Writing	Creative Services
Salesforce Reference Architecture	Journey mapping	UX Designers
The DAM	Content audits	Paid Media Team
Workfront	Interviews	Web Developers