Role:
Program Manager
Project timeline:
6 months
Audience:
TOF decision makers in US, CA, AU, NZ, FR, DE
Teams:
Comms, Marketing, Eng, Web Dev, Product, and Growth
Project Summary
Led the Sinch was consolidating its legacy brands, MessageMedia and SimpleTexting, under a new global product, Sinch Engage, to expand from an Australia-only presence into the US and European markets. As Program Manager, I owned the end-to-end launch program: program plan, RACI, digital and legal requirements, content migration, and weekly reporting to project contributors and senior leadership.
Situation
Situation: MessageMedia was being rebranded as Sinch Engage and expanded from Australia into five additional markets while also retaining loyal AU/NZ audiences familiar with the legacy brand
Complication: The Sinch Engage team was newly formed. Most members were new to the company or pulled from other teams, with no established processes or working relationships across Sinch.
Task: Deliver a compliant, on-brand, six-market launch in six months while building the team’s operating model from scratch.
Actions
- Built the project plan and managed it in Smartsheet so all five workstreams had shared visibility; sent weekly status reports to contributors and senior leadership.
- Created the RACI and defined all digital requirements: 15 new web pages, information architecture, and migration standards for legacy content
- Risk ownership: Identified FCC and legal requirements early which was critical for an SMS product entering the US market. Built compliance benchmarks into the plan so legal review never blocked the timeline.
- Built the new team’s operating processes from the ground up, defining how Sinch Engage would work with the wider company and driving cross-team adoption and communication.
- Regionalized content for six markets, preserving brand equity with loyal MessageMedia audiences in Australia and New Zealand.
- Directed SEO strategy including competitor targeting, plus influencer/UGC content and a partner and case study network to build recognition for the new brand.
Innovations
- Launched Sinch Engage on its own microsite with a customized domain; no other Sinch product had one. Built the business case and drove executive adoption of the approach.
- Secured autonomous CMS access for the Sinch Engage team, enabling independent content development, a new working model at Sinch.
- Defined the sub-brand strategy so Sinch Engage complemented rather than competed with the parent Sinch brand, including its addition to global navigation.
Results
Compliant launch
Launched on time across all six markets, fully FCC and legal compliant.
Digital presence
15 new pages live at launch on a new microsite, navigation, and information architecture.
Content migration
Personally migrated 40 pages from MessageMedia, rewritten for the Sinch Engage brand and revamped for SEO with competitor targeting.
Strategy
Delivered a roadmap for future website, product, and feature rollouts, plus a sunset plan for the retiring MessageMedia brand.