American Consumer Credit Counseling · Case study 10
How I Turned an Underperforming Marketing Team into a High-Impact Operation
Original case study: How I Turned an Underperforming Marketing Team into a High-Impact Operation
At American Consumer Credit Counseling, Brian Alves reshaped a marketing department whose size and unclear role ownership were hampering execution. He assessed responsibilities, performance, and contributions, then removed redundant or underperforming positions and realigned the remaining team around clearly defined, performance-driven work. The redesigned operating model emphasized specialist ownership across PPC, SEO, content, and social strategy, with cross-functional coordination. Role-level KPIs, regular reviews, weekly progress meetings, and project-management systems reinforced accountability, alignment, and faster response to priorities.
The challenge
A growing marketing department had unclear direction, long-unproductive roles, overlapping responsibilities, slow execution, and avoidable overhead—weakening its ability to support growth and business goals.
What the work involved
- Audit each marketing role for responsibilities, performance, and contribution to business objectives.
- Eliminate redundant or underperforming positions and realign remaining jobs around a defined strategic purpose.
- Build specialist ownership for PPC, SEO, content creation, and social strategy while encouraging cross-functional collaboration.
- Set role-level metrics and KPIs, regular reviews, weekly goal-focused meetings, and project-management systems.
Documented outcomes
- Reduced marketing project turnaround times by 40%.
- Lowered departmental operating costs by 25%.
- Increased productivity by 35%.
- Team members reported higher job satisfaction.
Source note
Read the original case study.
This concise portfolio page summarizes the public source article. Follow the original for the full source context.