When I first joined the team, the platform was in its infancy. We were working with a system that was manually controlled through XML updates, managed via Mercurial VCS. This method was painstaking and required manual updates to meet the specific needs of our handful of clients.

The platform had a monthly media spend of just $30k, and every adjustment felt like a patchwork solution, rather than a scalable system.

At that time, I worked alongside the Product Director, and we spent countless hours tweaking the XML code manually, trying to keep our clients satisfied while the platform groaned under the weight of inefficiencies. It was clear that if we were to grow, we needed to redefine the product from the ground up.

As I stepped deeper into the role, my mission became clear: transform this rudimentary, manually-operated platform into a scalable, AI-powered performance marketing system. This transformation required an overhaul in both vision and execution:

• Redefining the vision: We shifted from a reactive, manual process to a proactive, scalable system that could accommodate self-service capabilities for operators.

• Developing the product strategy: I took ownership of the API and UI development, building an intuitive interface that replaced the cumbersome XML manual updates. Our goal was to empower operators and clients to manage campaigns efficiently and at scale.

From the outset, I recognized that our manual, XML-based system was limiting our potential for growth. By spearheading the transition to an AI-powered platform, I set the foundation for a scalable solution that would support future growth in both client volume and media spend.

To execute this transformation, we focused on several key areas:

• Shifting from XML to API/UI: We replaced the old manual system with a comprehensive API and UI solution, built with a laser focus on user experience (UX). This allowed us to automate many processes, enabling platform operators to manage their campaigns in real-time without the need for technical intervention.

• Educating platform operators: As we developed the platform, we onboarded and trained new operators, equipping them with the skills to manage the new self-service tools and features. This not only improved operational efficiency but also gave us a team of specialists who could troubleshoot and fine-tune campaigns directly.

• Increasing automation: Our shift to an API-based system also meant we could automate large portions of the workflow, reducing human error and allowing for rapid scaling.

The Campaign Setup Wizard and self-service capabilities were designed not only to reduce errors but also to empower clients to take control of their campaigns, aligning with industry trends and anticipating the demand for autonomous platform management.

The results were transformational. Over the course of my tenure:

• We scaled the platform’s media spend from $30k per month to $108k per day, a 100x increase in capacity.

• This growth was driven by our ability to automate processes, onboard new clients, and offer self-service campaign management capabilities that allowed us to attract larger accounts.

• Operational efficiency skyrocketed as our newly developed API/UI platform allowed us to cut down on manual work and free up resources for more strategic activities.

• The comprehensive UX design of the platform made it intuitive for users, empowering clients to control their campaigns with ease, which further reduced our operational load.

The journey to scale wasn’t without its challenges. We had to:

• Manage client expectations while transitioning from a labor-intensive process to a fully automated system.

• Handle technical issues with the migration from Mercurial VCS and XML to a modernized API, which required collaboration between engineering and operations teams.

• Develop a sales and education strategy that communicated the benefits of our platform to clients, showing them that self-service was not only feasible but beneficial.

Through careful project management and hands-on leadership, I was able to bridge the technical and operational gaps, ensuring a smooth transition for both internal teams and external clients.

By the end of this project, the platform had transformed from a small-scale, manual system into a self-sufficient, AI-powered performance marketing platform. The key to this success was the combination of a forward-thinking product vision, relentless focus on automation and scalability, and close collaboration with both internal teams and clients.

By redefining the product vision and automating key processes, I ensured that the platform was positioned for sustained growth, allowing us to scale from $30k monthly to $108k daily, while reducing the operational burden.

This project taught me the immense value of a client-first approach, where understanding their needs drives innovation and product development. Additionally, it highlighted the importance of laying solid foundations—building a robust API/UI solution enabled the platform to grow without bottlenecks, allowing us to scale efficiently and effectively.