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Google

Marketing
technology

01

Context

Building trust with a new team

The Marketing Engineering organization builds propriotory marketing technology for Google's marketers. I partnererd with them in 2023 to plan the migrating of the procumrement capabilities in one of their products called "Marketing Garage" into Buying Hub – the centralized procurement product I was leading. 

I realized communicating an effective transition plan was not enough to bring Marketing Garage's stakeholders on board. They were worried about the future of their product since it was mainly known as a contracting solution which was being deprecated as part of this transition. I spearheaded a parallel exercise to set a new vision and define a unique value propositon for Marketing Garage to get the approval of its executive stakeholders.

 

02

Vision

The new direction for Marketing Garage

We started by running a design sprint with participants from all stakeholder group to define our collective north star vision, then brought in an agency to develop visual concepts against the collect concept from our sprint.

These concepts helped align our executive sponsors and secure funding for a 4 your program. At this point I started hiring the procurement UX team.

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03

Strategy

2025 annual planning

We started by running a design sprint with participants from all stakeholder group to define our collective north star vision, then brought in an agency to develop visual concepts against the collect concept from our sprint.

These concepts helped align our executive sponsors and secure funding for a 4 your program. At this point I started hiring the procurement UX team.

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04

Results

Surpassing every target metric

So far, we've surpassed our $1B annual savings target,  increased the CSAT of journeys we fully control from ~30% to ~80%, and increased the risk assessment rate of purchases in our funnel from ~40% to 100%.

We've extended our program for another three years to save an additional $12B (cumulative) by bringing BH to a general audience, and build two new products for our operational teams and category stakeholders.