Enterprise Platform 0→1

Marketing Resource Management System

Marketing Resource Management System

Marketing Resource Management System

Marketing Resource Management System

Centralises planning, marketing assets, and workflows at Sber.

Centralises planning, marketing assets, and workflows at Sber.

Scope

Scope

UX/UI Design, Prototyping

UX/UI Design, Prototyping

Role

Role

Senior Product Designer

Senior Product Designer

Type

Type

B2B SaaS · Enterprise · MarTech · 0→1

B2B SaaS · Enterprise · MarTech · 0→1

Platform

Platform

Web

Web

Budget Planning table

Vera M.

Context & Problem →

Goal & North Stars

System Blueprint

What is Sber?

Sber is the largest bank in Russia and Eastern Europe.

Sber is the largest bank in Russia and Eastern Europe.

Headquarters — Sber City

Headquarters — Sber City

Headquarters — Sber City

International Economic Forum

International Economic Forum

International Economic Forum

Sber ATM

Sber ATM

Sber ATM

Its ecosystem includes a wide range of everyday services with 2,000+ marketing specialists working across strategy, budgeting, creative, and analytics. They ran critical workflows via email + spreadsheets + chats. Data was everywhere, but insights were nowhere. This led to decentralised ownership, version drift, slow approvals, and poor campaign visibility.

Its ecosystem includes a wide range of everyday services with 2,000+ marketing specialists working across strategy, budgeting, creative, and analytics. They ran critical workflows via email + spreadsheets + chats. Data was everywhere, but insights were nowhere. This led to decentralised ownership, version drift, slow approvals, and poor campaign visibility.

Key Problems

Key Problems

✦

No single source of truth for budgets, work assets, and approvals

No single source of truth for budgets, work assets, and approvals

✦

Slow time-to-market and underperforming ROMI across campaigns

Slow time-to-market and underperforming ROMI across campaigns

✦

Manual execution and reporting created friction between teams

Manual execution and reporting created friction between teams

Context & Problem

Context & Problem

What should we focus on?

Increase ↗︎
Return on Marketing Investment

Provide real-time visibility into campaign performance and budget allocation to optimise spend.

Business goal №1

Increase ↗︎
Return on Marketing Investment

Provide real-time visibility into campaign performance and budget allocation to optimise spend.

Business goal №1

Reduce ↘
Campaign time-to-market

Streamline the entire workflow from planning to launch, eliminating bottlenecks and manual handoffs.

Business goal №2

Reduce ↘
Campaign time-to-market

Streamline the entire workflow from planning to launch, eliminating bottlenecks and manual handoffs.

Business goal №2

Unify the entire marketing campaign

lifecycle into a single, flexible system — 

without killing team autonomy.

Unify the entire marketing campaign

lifecycle into a single, flexible system — 

without killing team autonomy.

Goal & North Stars

Goal & North Stars

What is our plan?

I worked with a team of product managers and analysts to map the end-to-end campaign launch workflow, identify the main pain points, and define clear solutions. High-level view of the campaign launch process:

I worked with a team of product managers and analysts to map the end-to-end campaign launch workflow, identify the main pain points, and define clear solutions. High-level view of the campaign launch process:

Marketing Campaign Launch Cycle

We designed a system organised into three core modules that work together seamlessly while maintaining flexibility for different team workflows.

We designed a system organised into three core modules that work together seamlessly while maintaining flexibility for different team workflows.

1

Budgets Orchestration

Real-time actuals for campaign budgets and approvals

2

Campaign Management

Collaboration-first workspace for tasks, briefs, timelines, and files

3

Autopilot

Algorithm-based marketing campaign launcher.

Goal & North Stars

MODULE 1

Budgets Orchestration

Budgets Orchestration

What it solves

– Spreadsheet sprawl
– Opaque approvals
– Late variance discovery

Outcome

✔︎ Shared financial truth
✔︎ Faster approvals
✔︎ Proactive spend re-allocation

Key UX

Structured budget tables, configurable approval workflows, plan-vs-actual, ROMI projections vs. actuals, quick pivots by channel/region.

Planning

Campaign Budget Creation

→

Planning

Approval

→

Planning

Collaboration

→

Execution

Start the Project

Planning

Campaign Budget Creation

→

Planning

Approval

→

Planning

Collaboration

→

Execution

Start the Project

☝

To see the process flow, watch this video on a desktop or a larger device

MODULE 2

Marketing Campaign Management

Marketing Campaign Management

What it solves

– Hidden work in DMs/emails

– Missed handoffs

– Unclear ownership

Outcome

✔︎ Clear accountability
✔︎ Fewer fire drills
✔︎ Predictable delivery

Key UX

Campaign workspaces with Kanban/Gantt Chart, dependencies & critical path, templates by campaign type, in-task conversations.

Project Management

Start the Campaign

↓

Project Management

Tasks Generation

↓

Project Management

Manual Task Creation

↓

Calendar

All Projects timelines

↓

Calendar

Upcoming Launches

↓

Org Space

Projects quick view

↓

Project Management

In-Task Communication

Project Management

Start the Campaign

↓

Project Management

Tasks Generation

↓

Project Management

Manual Task Creation

↓

Calendar

All Projects timelines

↓

Calendar

Upcoming Launches

↓

Org Space

Projects quick view

↓

Project Management

In-Task Communication

☝

To see the process flow, watch this video on a desktop or a larger device

MODULE 3

Marketing Autopilot

Marketing Autopilot

What it solves

– Manual, error-prone execution

– Manual reporting

Outcome

✔︎ More campaigns per team
✔︎ Consistent execution
✔︎ Quicker feedback loops

Key UX

Connectors to ad & social platforms, scheduled content/launches, automated reminders/approvals, data back-write to budgets.

Start

→

Briefing

→

Mediaplan Generation

→

Budgets link

→

Creatives setup

→

Review & Launch

→

Status Tracking

Start

→

Briefing

→

Mediaplan Generation

→

Budgets link

→

Creatives setup

→

Review & Launch

→

Status Tracking

☝

To see the process flow, watch this video on a desktop or a larger device

Results

Done

+15%

+15%

ROMI improvement year-over-year

ROMI improvement year-over-year

ROMI improvement year-over-year

+30%

+30%

reduction in campaign TTM

reduction in campaign TTM

reduction in campaign TTM

The initiative reduced go-to-market cycle times, improved team throughput without increasing headcount, and minimised asset duplication through structured workflows and centralised asset visibility. It also strengthened brand and compliance governance via clear approval trails and version control, while giving leadership real-time transparency into workload, capacity, and delivery predictability.


Overall impact: faster launches, higher marketing productivity, and more controlled, scalable operations.

The initiative reduced go-to-market cycle times, improved team throughput without increasing headcount, and minimised asset duplication through structured workflows and centralised asset visibility. It also strengthened brand and compliance governance via clear approval trails and version control, while giving leadership real-time transparency into workload, capacity, and delivery predictability.


Overall impact: faster launches, higher marketing productivity, and more controlled, scalable operations.

The initiative reduced go-to-market cycle times, improved team throughput without increasing headcount, and minimised asset duplication through structured workflows and centralised asset visibility. It also strengthened brand and compliance governance via clear approval trails and version control, while giving leadership real-time transparency into workload, capacity, and delivery predictability.


Overall impact: faster launches, higher marketing productivity, and more controlled, scalable operations.

← Go Back

LinkedIn ↗

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