Role: Innovation Director / Product Owner
Contribution: Product Lead, Application Architecture

Managing social media for a global brand means dealing with a massive volume of content, especially during major tentpole events. As output scales, the biggest bottlenecks often become quality assurance and community management. To solve this, I led the development of two dedicated platforms: QCS (Quality Control System) and WASreply.

Here is a look at how these tools transformed manual workflows into highly efficient, scalable processes.

QCS: Revolutionizing Content Validation

QCS is a tool designed to help content teams thoroughly review social assets before they go live. Previously, validating a single 1-minute asset involved a rigorous, 100% manual process—from downloading to safe-zone testing and post-guide formatting. As campaigns grew for events like the Winter Olympics or product launches, this manual workflow became unsustainable.

QCS automates the heavy lifting, allowing teams to publish with confidence without sacrificing rigorous standards.

KPIs & Impact:

• Massive Time Savings: Reduced the total validation time for a single asset from 57 minutes and 19 seconds to just 26 minutes and 24 seconds.
• Increased Efficiency: Made the validation process 53.9% faster, saving teams exactly 30 minutes and 55 seconds per asset.
• Proven Scalability: Successfully validated high volumes of campaign assets, including 133 assets for the Milan Winter Olympics, 219 assets for the Unpacked teaser-to-launch, and 186 assets for
  S-phone Unpacked.
• Reclaiming Days: What used to be a 57-minute manual chore is now a 30-minute automated advantage, reclaiming days of lost time as content output multiplies.

WASreply: Scaling Community Engagement

In a world where content moves in seconds, community management cannot take hours. WASreply is an AI-assisted community management platform built to help editorial teams identify, vet, and reply to social posts while strictly adhering to brand guidelines.

During massive tentpole moments, engagement volume doesn’t just grow; it skyrockets. WASreply ensures that the brand remains part of the cultural conversation, turning fixed-list partner monitoring into a dynamic, scalable strategy.

KPIs & Impact:

• AI-Powered Efficiency: The platform actively monitors partners, tracks community sentiment (Positive, Neutral, Negative), and proposes tailored reply options for instant execution.
• Handling Peak Volumes: Empowered teams to effortlessly manage massive engagement spikes, handling volumes like 566 engagements during the Milan Winter Olympics and maintaining strong daily averages (e.g., 435 daily engagements).
• Expanding Share of Voice: Allowed the team to shift from a reactive state to a proactive one, increasing the brand’s share of voice and enabling faster, smarter engagement at scale.

By integrating QCS and WASreply, we successfully replaced hours of manual busywork with streamlined, AI-assisted workflows—ensuring that both content quality and community engagement could scale effortlessly alongside global campaigns.