The Challenge Across NBC and Telemundo local stations, creative, sales, and production teams operated in silos with wildly varying levels of paid social expertise. To unlock local ad revenue without creating operational bottlenecks, NBCUniversal Local needed a standardized framework that let local teams independently pitch, produce, and optimize paid social campaigns.
Strategy & Execution
- Designed and implemented training programs and repeatable operational playbooks tailored for multi-departmental teams, from hands-on-keyboard producers to marketing and sales.
- Established unified standards for Meta Ads Manager, TikTok Ads Manager, and bilingual campaign structuring, turning complex social ad strategy into accessible, plug-and-play workflows.
- Led ongoing strategy workshops to align local sales pitches with modern advertiser expectations.
Impact & Results
- Gave station-level teams across 30+ markets the operational autonomy to execute paid social initiatives independently, with consistent brand safety and performance quality.
- Laid the enablement groundwork that directly contributed to station revenue growth.
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