Melissa Leavenworth
creativity 🤝 systems
Top Impact
$100M+ pipeline standardized
Challenge
The company was scaling to nearly $100 million in annual revenue across three markets, but marketing systems were fragmented and reliant on manual workflows, which made cross-team coordination and performance tracking inconsistent.
Strategy
Built and managed Asana-based operational systems with standardized campaign templates, automated workflows, and shared dashboards to unify design, content, and operations. Partnered with leadership to establish GTM processes and KPI tracking that enabled scalable, repeatable execution across all markets.
Impact
Streamlined campaign delivery cycles, improving turnaround speed by 66% and campaign throughput by 100%. Provided real-time visibility into performance metrics, supporting a 30% increase in engagement and inbound leads and aligning marketing operations with ~$100 M in annual sales volume.
Asana Boards
I tracked deliverables across three brokerages and up to twelve agents. Here I highlighted the most functional of the Asana boards.
The “home” table with projects that spanned Listing and Brand Marketing.
Overarching Marketing Projects
The overarching marketing table was considered the “home” and included projects that spanned over Listing and Brand Marketing.
One table overviewed the tracking deliverables to agents including printable mailers and digital deliverables like email campaigns sent every two weeks and personalized social media posts.
Agent mailer set
Bi-weekly email
Social post kit
Ongoing process projects used automations for recurring deadlines.
Recurring Tasks
My work covered the two primary types of Asana projects. The first were ongoing process projects for continuous work (like weekly posts or production updates).
This project used automations to assign recurring deadlines for marketing deliverables to ensure timely fulfillment.
An important part of maintaining relationships was celebrating clients at pivotal milestones. Creating automations that ensured each agent was celebrated at their birthday and work-iversary was part of the Recruit, ___, Retain program so that we kept the best agents in the business under our brokerage.
Weekly post cadence
Status recap
Asset drop
Deadline-driven launch projects used relational due dates per listing.
Listing Marketing
The second type of Asana project that my work featured was deadline-driven projects with a clear end date (like a product or listing launch).
This project used automations to assign relational deadlines for marketing deliverables to ensure a strong go-to-market for each home.
Each listing was its own project launch or milestone. The listing moved through each section of the Listing Marketing board, gaining specific tasks along the way. Each deliverable was a task and that task was assigned to a person responsible for its completion. This process repeated itself until the listing was sold.
Listing deck
Launch email
Open house kit
Asana forms triggered workflows for each brokerage.
Marketing Funnels
Agents submitted their listing marketing requests via an Asana form which triggered the first set of tasks in the workflow.
A similar process was used for requests received from the Live.Laugh.Illinois. and Live.Laugh.Montana. brokerages.
Intake form
Auto-assigned tasks
Agent brief
Listings moved back and forth for relists and new media.
Workflow Automations
Workflow automations enabled the listing to move back and forth between sections for scenarios like being re-listed, or getting new photos.
Some automations included dependencies so that all work was approved by the appropriate parties and our agents (who were also considered our clients) could please their clients.
Updated listing kit
Photo refresh
Re-listing push
Simplified board that sped up new ideas.
Experimentation
We used an incredibly simplified board to expedite fast-paced experimentation of ideas.
Test campaign
Rapid creative
Learnings log