Use Case

A campaign structure that cut brand ops workload by about 65 percent

A cloud content management company runs its marketing calendar on Airtable: a project, campaign, and goal structure that ties every piece of content to a strategic objective, with resource capacity planning layered on top using T-shirt sizing. Marketing, Brand, Content Marketing, Social Media, Field Marketing, and product marketing management replaced Asana and reduced brand operations workload by roughly 65 percent.

The problem

Marketing content lived across Asana, spreadsheets, and Jira with no consistent way to see how a given piece of content rolled up to a campaign or a broader strategic goal. More than 100 marketers had no shared view of what was in flight or how it connected to the plan.Requesters had no visibility into where their work stood, which meant status updates happened through manual follow-up messages instead of a system anyone could check directly.

What they built

Marketing, Brand, Content Marketing, Social Media, Field Marketing, and product marketing management built a shared Airtable base that tracks a project, campaign, and goal structure, alongside creative production and approval loops and resource capacity planning using T-shirt sizing.The base connects to Jira and Google Sheets for cross-team data and Slack for notifications, replacing Asana as the system of record for how campaigns are structured and scheduled.

The outcome

Brand operations workload dropped by roughly 65 percent once campaign structure, calendar, and capacity lived in one connected system instead of three disconnected tools. More than 100 marketers now work from a single source of truth for campaign status.Work stays visibly aligned to strategic goals through the project, campaign, and goal structure, and manual status chasing has been eliminated because requesters can check the base directly instead of pinging a channel.

Inside the solution

Marketing Campaign & Content Calendar

  • Brand request intake and routing
  • Creative production and approval loops
  • Campaign structure tracking
  • Resource capacity planning
  • Fragmented tools
  • Lack of visibility for requesters
  • Manual handoffs and status updates
  • Inability to track capacity against goals
  • ~65% reduction in brand ops workload
  • Single source of truth for 100+ marketers
  • Real-time alignment of work to strategic goals
  • Eliminated manual status chasing
  • Marketing
  • Brand
  • Content Marketing
  • Social Media
  • Field Marketing
  • PMM
  • Jira
  • Slack
  • Google Sheets
Build out this use case

Marketing Campaign & Content Calendar

Run campaigns, content, and creative requests from one shared calendar. Plan every piece by channel, owner, and publish date, triage brand requests in a single intake queue, and keep an eye on team capacity — with automations that spin up promotion checklists, track turnaround times, and remind owners what publishes next.

Use this template
Marketing Campaign & Content Calendar - Marketing Ops Dashboard
How it works

From scattered tools to one campaign structure

Copy the templates

Start from the content calendar template above, then extend it with a linked project and campaign structure. Layer in the digital asset management template for creative production and approval loops.

Centralize the structure

Load every project, campaign, and goal into linked tables so any piece of content resolves to the strategic objective it supports.

Wire the integrations

Connect Jira and Google Sheets for cross-team data and Slack for notifications, so status updates surface automatically instead of through manual follow-up.

FAQ

Frequently asked questions

Every content item links up to a campaign, and every campaign links up to a strategic goal, so marketers and leadership can see at a glance how day-to-day work ladders up to the plan.

A single Airtable base that combines the calendar, the campaign structure, and resource capacity planning, which cut brand operations workload by roughly 65 percent.

Work is sized using a T-shirt sizing model, so managers can see capacity against upcoming campaigns without a separate spreadsheet.

Requesters and stakeholders can check the base directly for current status, which eliminated the back-and-forth messages that used to be the only way to get an update.

Not for the calendar and structure workflows themselves. The account has related AI activity in adjacent creative and marketing programs, but this system runs on structured tables and views.

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