{"id":14273,"date":"2024-05-07T17:02:08","date_gmt":"2024-05-07T11:32:08","guid":{"rendered":"https:\/\/rocketium.com\/academy\/?p=14273"},"modified":"2024-05-23T14:27:19","modified_gmt":"2024-05-23T08:57:19","slug":"the-secret-sauce-to-a-winning-creativeops-strategy","status":"publish","type":"post","link":"https:\/\/rocketium.com\/academy\/the-secret-sauce-to-a-winning-creativeops-strategy\/","title":{"rendered":"The Secret Sauce to a Winning CreativeOps Strategy"},"content":{"rendered":"\n<p><em><strong>Alexandra Leite<\/strong>, a CreativeOps leader, shares with Rocketium her valuable insights on building a successful and sustainable CreativeOps model. Alexandra has been consistently working with dynamic and motivated teams to drive operational success for businesses. In this episode, she speaks on a wide range of factors that determine the success of a CreativeOps strategy, including AI.&nbsp;<\/em><\/p>\n\n\n\n<p><em><strong>Karan Rao<\/strong>, SVP of Business, Rocketium is back with this week\u2019s guest <strong>\u201cOn Air with Rocketium\u201d<\/strong> a video podcast that offers a practical take on everything CreativeOps.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"On Air with Rocketium | Alexandra Leite | CreativeOps\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/CeM2kFtx_fI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Episode highlights<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Creative operations is a balancing act. Your focus should be to sift \u201cwhat\u2019s important\u201d from \u201cwhat\u2019s urgent\u201d.&nbsp;<\/li><li>A creative operations team is the building block for high-performing marketing teams. Creative and marketing teams are incomplete without it.&nbsp;<\/li><li>A brilliant example of CreativeOps is balancing guidelines and governance to bring in innovations. For example, turning physical meetings into text messages.&nbsp;<\/li><li>Generative AI can bring in a huge change in creative operations. It can make processes faster and more efficient.&nbsp;<\/li><\/ul>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>Hello, I\u2019m Karan Rao, and I am happy to welcome you<strong> <\/strong>to our latest episode of \u201cOnAir with Rocketium\u201d! Today, we have with us Alexandra Leite from Est\u00e9e Lauder. Alexandra is a veteran leader of creative operations for the fashion and grooming industry. With over 15 years of experience leading dynamic, cross-functional teams toward proven results, Alexandra exemplifies excellence and efficiency. At present, she\u2019s the Vice President of Creative Operations at The Est\u00e9e Lauder Companies Inc. and leads three creative operations teams for renowned brands La Mer, Bobbi Brown, and Aveda.&nbsp;<\/p>\n\n\n\n<p>Thanks, Alexandra, for joining us.&nbsp; We\u2019re thrilled to get insights from your extensive creative operations experience.&nbsp;<\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>Thanks, Karan. This is my first podcast and I love it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">My work is full of fires: Alexandra on the day-to-day of CreativeOps<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"567\" src=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-2.png\" alt=\"\" class=\"wp-image-14277\" srcset=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-2.png 1080w, https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-2-768x403.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>For starters, why don\u2019t you walk us through your exciting CreativeOps journey over the years?<\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>I started my career as a journalist in Brazil at a time when the Internet had just arrived. I remember one of my friends advising at that time, \u201cYou\u2019re such a good journalist; don\u2019t&nbsp; waste your career on this thing\u2014the Internet \u2014 it\u2019s going to be a fad.\u201d<\/p>\n\n\n\n<p>Well, they were all wrong. My career with the internet led me to Yahoo! When they first launched in Brazil, I was the first editor for the Yahoo! front page. This was a completely different time when there was no Google, Facebook, or Instagram.&nbsp;<\/p>\n\n\n\n<p>From Yahoo! to New York advertising and now creative operations.<\/p>\n\n\n\n<p><strong>Karan:<\/strong> That\u2019s very cool. Can you walk us through what your day-to-day and team look like in your current role as VP of Global Creative Operations?<\/p>\n\n\n\n<p><strong>Alexandra:<\/strong> I would say that my day-to-day is full of fires. It\u2019s like a raging engine. What I try to do in the long run is to focus on the big-impact things so that I\u2019m not consumed by the fires.&nbsp;<\/p>\n\n\n\n<p>So creative operations, in my opinion, are successful when you can find a balance between two things:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Separating what\u2019s important from what\u2019s urgent, and then,&nbsp;<\/li><li>Balancing yourself and your team against those priorities.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Karan:<\/strong> I think this is one of the best answers I\u2019ve heard for creative operations because everyone talks about the process and not the balance to handle critical parts of your business\u2014 like you said, fighting fires. You\u2019ll always have requests coming your way on how to balance that with certain long-term initiatives to be able to partner with the business on the right things. I think that\u2019s the perfect answer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CreativeOps for growing orgs: A prerequisite for high-performing teams<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"567\" src=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-2-2.png\" alt=\"\" class=\"wp-image-14275\" srcset=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-2-2.png 1080w, https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-2-2-768x403.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>Can you elaborate a bit on this: let\u2019s say a young organization is starting out. If we consider CreativeOps as an organization that can partner with businesses\u2014especially marketing and branding teams, when do you think it becomes relevant? And also, if you had to set one up, what would the structure of that creative operations organization look like?<\/p>\n\n\n\n<p><strong>Alexandra:<\/strong> I don\u2019t think any high-performance creative team in a high-performance marketing organization can exist without a high-performance creative operations team. The creative operations team is the engine and the enabler of those two areas. I see myself and my team score drivers for creative excellence; how we partner with marketing teams will vary based on the company setup.<\/p>\n\n\n\n<p>At least in my organization, we certainly are one of the building blocks of marketing, and act as a bridge between consumer marketing, product marketing, and our entire creative team.&nbsp;<\/p>\n\n\n\n<p>By \u2018bridge\u2019 I mean bridging the differences in different touchpoints of a program lifecycle. I would say that one of the most important moments is the briefing time when a marketer is looking at consumer insights or product positioning and coming to creative. The CreativeOps person has a huge role in ensuring that the brief is relevant and inspirational for our creative team.<\/p>\n\n\n\n<p>So, when we are behind closed doors, we can be the voice of the marketing team in the room and help explain:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>The purpose and positioning of the hook<\/li><li>The benefits of the product we\u2019re going to market<\/li><\/ol>\n\n\n\n<p>Should the marketing team believe this to be a problem? I don\u2019t think so. Since we are the first step in making a creative team understand, and then respond to the bridge the right way.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CreativeOps Industry Examples: Winning strategies for efficient processes<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"567\" src=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-1-1.png\" alt=\"\" class=\"wp-image-14276\" srcset=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-1-1.png 1080w, https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-1-1-768x403.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>You have built high-performing teams across various roles in your organizations. Can you share examples of some innovative CreativeOps campaigns that have improved processes for your organizations?<strong>&nbsp;<\/strong><\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>Well, we have so many examples. But, you know, I\u2019m not a stickler for processes. I mean more than the power of processes, I believe more in the power of people working together to build something. Yes, I do follow processes for creating guidelines. However, I can veer away from processes if I feel the work will benefit from it.&nbsp;<\/p>\n\n\n\n<p>Coming back to your question. Let\u2019s say I\u2019m working on a high-level campaign in China that requires a faster go-to-market (GTM) approach instead of a global one. So, instead of working on a campaign that will take a year, I can be working on one that\u2019ll take six months.&nbsp;<\/p>\n\n\n\n<p>The first thing I\u2019ll do is break my process into smaller and time-saving parts. I will take all those meetings and turn them into WeChat or text messages. We usually review each of our campaigns with our creative directors multiple times before vetting it by our Chief Marketing Officer (CMO) and our brand president. Imagine if instead of a meeting, we shifted its contents to an online message. Isn\u2019t that a faster and more innovative process?&nbsp;<\/p>\n\n\n\n<p>This is the problem we\u2019re trying to solve. We already have the guidelines. We mold the governance to make processes more flexible, time-saving, and innovative.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CreativeOps and Generative AI: A dream team<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"567\" src=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-3.png\" alt=\"\" class=\"wp-image-14274\" srcset=\"https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-3.png 1080w, https:\/\/rocketium.com\/academy\/wp-content\/uploads\/2024\/05\/Key-findings-v2-3-768x403.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>How do you feel about generative AI? Are there any specific initiatives that you have found success with?&nbsp;<\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>You can\u2019t talk about innovation without talking about the experimentations that the whole creative community is making, at the moment, with AI, automation, and rethinking the old norms on how to get to a final product.<\/p>\n\n\n\n<p>I love how decentralized everything feels. If you think about any innovation that has happened in creative operations in the last couple of years, it has become a lot more top-down.&nbsp;<\/p>\n\n\n\n<p>Like one day, our Chief Information Officer (CIO) or President said, \u201cWe\u2019ve got to be responsive, we\u2019ve got to be on mobile, and we\u2019ve got to do this with AI.\u201d And our creative team surprised us by already using it. Like you have known it can take a designer days to create an image. One day you wake up and they\u2019re already creating it on Midjourney through prompts and bringing it to you much faster. There\u2019s a feeling of grassroots coming up that I find extremely exciting.&nbsp;<\/p>\n\n\n\n<p>So, our approach to it has been to keep on experimenting and seeing what works. We can always bring in governance later. For now, we like to let our teams play and tap into generative AI\u2019s potential.&nbsp;<\/p>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>And that\u2019s amazing because, on one side, you\u2019re talking about governance. On the other side, it\u2019s about enabling your teams to actually run those experiments so that whatever is working can get into the governance framework and then continuously improve your processes.<\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>Absolutely. I don\u2019t think it\u2019s top-down anymore. I don\u2019t think all the executives in a company are going to be able to keep up with the technologies that are flourishing every day. So, if you have both\u2014a leadership team to tell you which enterprise solutions to focus on and a creative team that experiments\u2014it\u2019s a win-win. When you let your creative team experiment with new software to bring their ideas to life, you can explore new and unknown frontiers of creativity.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CreativeOps and Branding: Who decides what?&nbsp;<\/h2>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>Design is so personal to a brand. In our creative audits for various organizations, we have found that the design process takes a lot of time and back and forth. How do you avoid that and decide who\u2019ll be involved in the decision-making process?<\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>I agree branding is a key goal for any brand, irrespective of whether you\u2019re luxury or mass. Everyone wants to stick to what\u2019s wise and working. What can we do as a company to stay unique? In the high end of luxury, that\u2019s a much more controlled approach.<\/p>\n\n\n\n<p>Take any of the fashion houses as an example. They will ensure that the customer has a uniform experience at every single touchpoint. However, more prestige brands sometimes don\u2019t have the same luxury. They need to play much more into the lower funnel, allowing their markets and their regions to achieve local and global relevance differently.<\/p>\n\n\n\n<p>I would say the role, then, of a global brand is to make sure it\u2019s updating its strategy accordingly. It\u2019s creating more and more toolkits and guardrails so that when local markets want to activate campaigns; they know where to play, they know where the sandbox is. Can they explore? Yes, but they should know what not to touch\u2014I call it the \u2018Untouchables\u2019.<\/p>\n\n\n\n<p>What are the brand cues that should never disappear? That\u2019s the job of a CMO. That\u2019s the job of a Chief Creative Officer. That\u2019s the balance that we need to achieve between brand equity and commercialization.<\/p>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>Got it. So, somewhere you\u2019re trying to build the guardrails globally and ensure that they have been established and communicated. And to ensure that you\u2019re competitive in local markets, it\u2019s important to get a little bit of flexibility to commercialize that content, but at the same time stay true to the brand equity.<\/p>\n\n\n\n<p><strong>Alexandra:<\/strong>&nbsp;Yeah. This changes over time and from brand to brand. You look at examples such as Nike, which has one of the most modern marketing in the world. They\u2019ve sometimes done more controlling, sometimes more decentralized. We are the same. Brands evolve with culture, and sometimes more control is necessary, and sometimes more decentralization is necessary.<\/p>\n\n\n\n<p>I think nobody knows what\u2019s the true recipe for success.<\/p>\n\n\n\n<p>There\u2019s also the Apple model, right? It\u2019s completely different. And everybody else, they are doing most of their assets globally. They don\u2019t like social media and they just release it. They\u2019re machines. Nike, at the moment, does a lot of global campaigns, releases, and guidelines, and then they have hundreds of local agencies working under those guidelines.<\/p>\n\n\n\n<p>So I think that&#8217;s a model that is very successful for them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Essentials for a successful CreativeOps model<\/h2>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>What would you say are your top priorities, like things that keep you up at night?<\/p>\n\n\n\n<p><strong>Alexandra:<\/strong>I think the idea of a growth mindset is very common, which is what I try to have. So, I believe there are always ways of making things better. Some people believe if it\u2019s not broken, don\u2019t fix it. I actually believe that sometimes it\u2019s not going to be about fixing; sometimes it\u2019s going to be about reinventing.<\/p>\n\n\n\n<p>I liked it when I joined my current organization, I brought in a lot of innovation by making all our systems digitized. At that time, people were still talking about job jackets for their projects. They were printing everything, even Excel sheets. They were printing entire creative work and bringing it to a CMO, even though it meant printing page after page.&nbsp;<\/p>\n\n\n\n<p>And this was just eight years ago. Of course, I created digitized routing systems. I implemented digital tools for managing our timelines. But, I was also living in an era where I was too dependent on manual updates. I\u2019m changing all of this right now. I\u2019m working with a company called Our Table, which is helping me bring all my systems to a database so that I\u2019m able to read my data differently.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>How many projects do I work on in a year?&nbsp;<\/li><li>How long does it take?&nbsp;<\/li><li>Which teams are first and which come next?&nbsp;<\/li><li>How many assets do I need? What is my cost per asset?&nbsp;<\/li><\/ol>\n\n\n\n<p>Those are all business operations information that helps me become a better creative operations leader. Just two years ago, I was doing everything on an Excel end-to-end to run those reports.<\/p>\n\n\n\n<p>I want them to take less time and become a daily dashboard instead.<\/p>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>I can imagine having access to this data means so much better capacity utilization, right? Because if you\u2019re running an ops engine, it requires a lot to ensure that the resources are deployed productively and can partner well with the business.<\/p>\n\n\n\n<p>Anything that comes on top of your mind in terms of organization fixes or priorities that keep you up at night?&nbsp;<\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>I think the idea of smart ops is my drive. I don\u2019t want to be known in my organization as the person who runs the timelines, but as the person who brings change to the business and impacts others differently. Sometimes it\u2019s going to be about making better creative work; sometimes it\u2019s going to be about establishing new ways of working.<\/p>\n\n\n\n<p>You know, I\u2019m not using the word <em>process <\/em>on purpose because I can\u2019t be governed by process. I need to be driven by what type of work generates growth for my company. And the process is just an enabler of that. The last thing, which is normally where I start, is the <em>people.&nbsp;<\/em><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>How I\u2019m upskilling my creative team<\/li><li>How I\u2019m helping them to keep up with the technology&nbsp;<\/li><li>How I\u2019m helping them to continue driving their excellence and also have a growth mindset<\/li><\/ol>\n\n\n\n<p>If I need to redo my process every year because I\u2019m enabling growth from the business and my creative team, that\u2019s the job. So my job is not predefined.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts on CreativeOps from Alexandra Leite<\/h2>\n\n\n\n<p><strong>Karan:&nbsp;<\/strong>Interesting. We\u2019ve covered a lot of ground, Alexandra. Before closing, would you like to share any tips and tricks or parting thoughts with our listeners?<\/p>\n\n\n\n<p><strong>Alexandra:&nbsp;<\/strong>I\u2019d like to point out something that I have today that other creative ops teams may not at the moment: a leadership that believes in the power of creative operations. So, if you\u2019re listening and you\u2019re at the beginning of your career or an executive at your company, make sure that you\u2019re connecting with your leaders in a way that they understand what your team does, what you do, and what you are building.<\/p>\n\n\n\n<p>There\u2019s a lot of work that we do behind closed doors and I don\u2019t think we\u2019re talking enough about our value. I try to do that every year where I\u2019m proving the value of what I\u2019m bringing. That\u2019s not invisible. And if I\u2019m proving my value, I\u2019m sitting in rooms where normally operations would not be invited to; and now, I\u2019m part of decision-making in other areas of the company.<\/p>\n\n\n\n<p>So don\u2019t be shy to tell everyone else about the savings from efficiencies you have brought to the organization.<\/p>\n\n\n\n<p><strong>Karan:<\/strong> So moving from operations to more business partnering and having the right executive alignment. Lovely. Alexandra, this was a lovely candid chat. Thank you for spilling the beans on some insider innovation on ops. Some of the candid answers you gave have been extremely helpful for me as well as for our listeners.<\/p>\n\n\n\n<p>Thanks again so much for taking the time. I hope to continue this chat.<\/p>\n\n\n\n<p><strong>Alexandra:<\/strong> Thank you. Karan. It was a true pleasure.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alexandra Leite, a CreativeOps leader, shares with Rocketium her valuable insights on building a successful and sustainable CreativeOps model. Alexandra has been consistently working with dynamic and motivated teams to drive operational success for businesses. In this episode, she speaks on a wide range of factors that determine the success of a CreativeOps strategy, including [&hellip;]<\/p>\n","protected":false},"author":100,"featured_media":14278,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[931],"tags":[],"class_list":["post-14273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creativeops"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Secret Sauce to a Winning CreativeOps Strategy | Academy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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