A Fortune 50 Omnichannel Retailer Powers a Digital Transformation with a Right-Sized Team of Independent Talent

About the Client 

Creating seamless consumer experiences for millions of customers worldwide has allowed this global retailer to help its customers live better and save money both in stores and online. With a focus on everyday low prices, operational efficiency, diverse products, customer-centric innovations, and community outreach, this global retail is striving to make a positive impact on the lives of people around the world.

 

Investing in Business Transformation

With the goal to provide affordable healthcare services to the communities it serves, the global retail needed to enhance its digital marketing expertise to drive transformation of their health and wellness business.

Flexibly Addressing Marketing Expertise Gaps

To drive meaningful growth of the health and wellness business, the global retailer needed industry expertise to develop, execute, and measure the digital communication strategies for several initiatives across the business. 

The Head of Digital Transformation wanted to quickly get started on the new campaigns to meet business objectives, but dreaded the long-lead time to hire and onboard talent. The director decided to try a new and different approach to talent - one that would support the team and the business better. So he decided to look for alternatives to the inflexible and time-consuming full-time hire approach.

Enhancing The Workforce Strategy with Graphite

The Director decided to adopt a staff augmentation model that would provide ongoing support for the health and wellness marketing transformation. After researching options, the Director turned to Graphite’s proven on-demand talent acquisition platform to assemble a team of external subject matter experts who could integrate seamlessly with the internal marcomms organization.

Personal, Dedicated Assistance

Upon contacting Graphite, the Director was matched with a dedicated account manager. The account manager explained how Graphite’s platform would seamlessly connect the company with a curated shortlist of experienced individuals drawn from its pool of over 10,000 independent experts for each of the roles on the team. The experts would offer expertise gained at a range of Fortune 500 and other leading enterprises, including retail, healthcare, and related industries.

Eager to onboard a team that could achieve results within six months, the Director and their dedicated Graphite account manager partnered to determine the specifications for each of the four roles. They were: 

  • Digital Messaging Operations Manager to build and manage the digital health and wellness communications strategy roadmap and lifecycle for engaging with patients. This would require working across multiple teams (with multiple levels of team member seniority) to reach a consensus and drive concurrent workstreams. 
  • Digital Messaging Program Manager to provide expertise in creating digital two-way communications compliant with federal government regulations (via text, email, and online portal) and working with internal developers and product managers to implement the messaging rollout.
  • Digital Site Operations Manager to develop, operate, and manage the online retail experience for the health and wellness department that is consistent across regions. This includes establishing page requirements, tracking product analytics, and developing associated internal dashboard requirements. 
  • Internal Program Manager to assist with all aspects of establishing and managing program plans and activities for business transformation and digital communications workstreams, working with the product, design, engineering, and business teams and supporting vendors. Develop and maintain weekly status reports for leadership that identify, track, and resolve challenges and program risks.

An AI-Powered Talent Acquisition Process

Finding top talent within a matter of days was important to the company. With Graphite’s AI-powered features, the company was able to streamline the talent acquisition process. 

With the company’s needs established, the account manager used Graphite’s AI-driven platform to identify multiple candidates for each role. Next, the account manager filtered the lists and met personally with the most appropriate candidates to determine which independent experts offered the right expertise, pricing, and availability. After creating the curated list of the top two individuals for each role, the account manager presented it to the director.

Ease of Communication

With Graphite’s in-app messaging and meeting room features, the company was able to conduct live virtual interviews with the candidates and communicate all within Graphite’s platform. Having everything in one place made the talent acquisition process seamless. Graphite made the entire process easy and uncomplicated, enabling the company to quickly and efficiently select an independent expert for each role, gaining a combined experience of more than 50 years at respected enterprises such as Humana, Moderna, Amazon, and Impactive.

An Agile Enterprise Drives Transformation

The smooth, professional and cost-effective collaboration with Graphite enabled the global retailer to assemble a nimble team of independent experts to drive transformation of their health and wellness business by leveraging exceptional digital communications, CRM, and marketing operations expertise to: 

  • Build a holistic lifecycle program for the health and wellness business, focusing on patient journeys and experiences.
  • Implement a holistic website strategy using customer insights to tell a cohesive story and create a seamless customer experience, including visual site merchandising, content, and digital functionality.
  • Ensure that all communications comply with healthcare regulations for protected health information (PHI), like the Health Insurance Portability and Accountability Act (HIPAA) and the Telephone Consumer Protection Act (TCPA).
  • Establish internal governance processes, align the internal marketing organization, and establish a report creation strategy that supplies marketing insights, drives digital communications efficiencies, and improves customer experiences.

Over the course of the project, the company received detailed project tracking on the Graphite platform, including deliverables completed, tasks performed, and the work hours submitted. And with Graphite’s project check-in tool, the company received an additional layer of support and guidance to ensure the success of the project every step of the way. Due to the success of the partnership and effective results, the Director decided to extend the six-month contract to twelve months to continue its transformation of their health and wellness business.

Back to Case Studies

Creating Seamless Consumer Experiences

A Fortune 50 Omnichannel Retailer Powers a Digital Transformation with a Right-Sized Team of Independent Talent

Dreading the long-lead time to hire and onboard talent with traditional approaches, this company used Graphite to close talent gaps and infuse agility by assembling a team of experts to transform its health and wellness business

Skills Onboarded
  • Process Analysis and Improvement
  • Supply Chain Management
  • Supply Chain Management
  • Customer Relationship Management (CRM)
About the Client
Retailing Industry
Team Name
Project Duration
4
weeks
Independent Experts Hired
4
Project Booking Value

$40.3k

Flexibly Address Marketing Expertise Gaps

With the goal of providing affordable healthcare services to the communities where it operates, the global retailer needed to expand its Digital Marketing expertise to support several initiatives within the health and wellness unit.

In particular, expertise was lacking in developing and executing digital communications strategies to power the growth of this division, as well as a subsequent need to measure the success of implemented strategies

The Head of the Digital Transformation division sought to onboard high-caliber experts as embedded members of the team who would be agile enough to keep fixed costs lower to weather uncertain economic conditions successfully.

To address critical gaps in the team rapidly and smoothly, they recognized the need to look at alternatives to the inflexible and time-consuming full-time hire approach.

Augment Staff Using a Proven On-Demand Talent Solution

The Head of Digital Transformation decided to adopt a staff augmentation model that would provide ongoing support for the health and wellness marketing transformation. They turned to Graphite’s proven on-demand talent acquisition platform to assemble a team of external subject matter experts who could integrate seamlessly with the internal marcomms organization.

Upon contacting Graphite, the client was matched with an experienced account manager. The account manager explained how Graphite’s platform would seamlessly connect the corporation with a curated shortlist of experienced professionals drawn from its pool of over 10,000 independent experts for each desired role on the team. The experts would offer expertise gained at a range of Fortune 500 and other leading enterprises, including retail, healthcare, and related industries.

Key roles identified and onboarded

Eager to onboard a team that could achieve results within six months, the client and their dedicated Graphite account manager partnered to determinze the specifications for each of the four roles. They were:

Gabriela Ziffermann

Digital Messaging Program Manager
CHALLENGES
  • Provide expertise in creating digital two-way communications compliant with federal government regulations (via text, email, and online portal)
  • Working with internal developers and product managers to implement the messaging rollout.
WORK EXPERIENCE
No items found.

Jane Yoo

Digital Messaging Operations Manager
CHALLENGES
  • Manage the digital health and wellness communications strategy roadmap and lifecycle for engaging with patients.
  • Working across multiple teams (with multiple levels of team member seniority) to reach a consensus and drive concurrent workstreams.
WORK EXPERIENCE
No items found.

Bradley Hernandez-Campos

Internal Program Manager
CHALLENGES
  • Assist with all aspects of establishing and managing program plans and activities for business transformation and digital communications workstreams, working with the product, design, engineering, and business teams and supporting vendors.
  • Develop and maintain weekly status reports for leadership that identify, track, and resolve challenges and program risks.
WORK EXPERIENCE
No items found.

Kevin Edwards

Digital Site Operations Manager
CHALLENGES
  • Develop, operate, and manage the online retail experience for the health and wellness department that is consistent across regions.
  • Establishing page requirements, tracking product analytics, and developing associated internal dashboard requirements.
WORK EXPERIENCE
No items found.

Gabriela Ziffermann

Digital Messaging Program Manager
CHALLENGES
  • Provide expertise in creating digital two-way communications compliant with federal government regulations (via text, email, and online portal)
  • Working with internal developers and product managers to implement the messaging rollout.
WORK EXPERIENCE
The Graphite Impact

AI-driven, personalized assistance for rapid team creation

With the corporation’s needs established, the account manager used Graphite’s AI-driven platform to identify multiple candidates for each role. Next, the account manager filtered the lists and met personally with the most appropriate candidates to determine which independent experts offered the right expertise, pricing, and availability. After creating the curated list of the top two individuals for each role, the account manager presented it to the retailer.

Subsequently, the Head of Digital Strategy and a panel of key corporate stakeholders conducted live virtual interviews with the candidates using Graphite’s in-app messaging and meeting room features.

They selected an independent expert for each role, gaining a combined experience of more than 50 years at respected enterprises such as Humana, Moderna, Amazon, and Impactive.

Enable Health and Wellness Marketing Transformation

With the experts chosen, the account manager introduced the Head of Digital Transformation to their dedicated Graphite Customer Success Manager, who facilitated onboarding and managing the four experts. This was completed within days of contacting Graphite.

The independent experts quickly added such significant value that the retailer extended the initial six-month contracts to 18 months. Among other projects, the experts used their competencies in order to:

  • Build a holistic lifecycle program for the health and wellness business, focusing on patient journeys and experiences.
  • Implement a holistic website strategy using customer insights to tell a cohesive story and create a seamless customer experience, including visual site merchandising, content, and digital functionality.
  • Ensure that all communications comply with healthcare regulations for protected health information (PHI), like the Health Insurance Portability and Accountability Act (HIPAA) and the Telephone Consumer Protection Act (TCPA).
  • Establish internal governance processes, align the internal marketing organization, and establish a report creation strategy that supplies marketing insights, drives digital communications efficiencies, and improves customer experiences.

Throughout the duration of the engagement, the dedicated Graphite account team regularly gathered status updates from the experts and the corporation to ensure that all was proceeding appropriately, milestones were met, and goals were accomplished.

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