When a brand has been connecting people over a beer for more than 150 years and operates in 190 countries, the internal complexity behind keeping that machine running is significant. Pricing decisions have to move through more than a dozen regions and 70+ market managers. Major marketing campaigns for events like the NCAA Final Four require coordinating production across dozens of assets with external agencies and internal teams simultaneously.
Neither of those workflows had a system built for them. This is how OrangeDot built two — and what changed when they went live.
What We’ll Cover
- About the client and the scale of their global operations
- Challenge 1: High-volume pricing change requests scattered across email with no tracking or visibility
- How OrangeDot built a custom pricing workflow with auto-assignment, time tracking, and centralized intake
- Challenge 2: No workflow for tracking marketing asset production — confusion on approvals and go-live dates
- How OrangeDot built a streamlined campaign deliverables workflow with external collaboration and a full approval trail
- The combined impact: 60%+ faster requests, 2+ days saved weekly, and one source of truth
About the Client
For more than 150 years, this Amsterdam-based beer brand has been one of the most recognized names in the global beverage industry. With over 85,000 employees, a portfolio of 300+ international, regional, local, and specialty beers and ciders, and a presence in 190 countries, the brand represents one of the most complex consumer goods operations in the world.
That scale isn’t just an asset — it’s a coordination challenge. Pricing decisions require alignment across more than a dozen regions. Marketing campaigns for major global events move through complex production pipelines involving internal teams, external agencies, and multiple layers of approval. And both of those workflows were being managed through a combination of email, conversations, and informal processes that had never been designed to operate at this volume.
Two Workflows, Neither Built for Scale
OrangeDot was brought in to solve two distinct operational problems. The first was in pricing: with 70+ market managers across more than a dozen regions submitting product price change requests, there was no structured system for intake, tracking, routing, or visibility — and the consequences showed up as bottlenecks, missed deadlines, and wasted coordination time. The second was in marketing: the team had a process for approving campaigns but no system for tracking the production of individual assets, leaving teams without a reliable picture of where things stood or when campaigns would be ready to go live.
With over a dozen regions and more than 70 market managers, the volume of product price change requests flowing through the organization at any given time was substantial. But there was no structured intake system, no defined workflow for routing requests to the right people, and no way to track how long a request spent at each stage of the process.
Requests arrived through email and informal conversations. Team assignments were made manually. Follow-ups happened ad hoc. Because there was no time tracking built into the process, nobody had visibility into where the bottlenecks were or how long each stage was actually taking — which meant the team couldn’t identify where extra support was needed or why deadlines were being missed.
At the volume and geographic distribution this brand operates at, an informal process for pricing requests isn’t just inefficient. Every missed deadline or unclear ownership has real commercial implications across multiple markets.
When high-volume requests move through email without a structured intake and routing system, the organization can’t see where time is being lost. Teams can’t identify bottlenecks until they’ve already become missed deadlines. And without centralized visibility, requestors, approvers, and managers are all operating from different mental models of where any given request actually stands.
The Solution: A Custom Pricing Workflow with Auto-Assignment, Time Tracking, and Centralized Intake
Centralized intake forms for all market managers
OrangeDot built standardized intake forms that all 70+ market managers across every region use to submit pricing change requests. Every submission enters the system in a consistent, structured format — with all required fields completed and the request immediately visible to the people who need to act on it. The informal, email-based intake process was replaced entirely.
Automated team assignment and routing
Once a request is submitted, the workflow automatically assigns it to the appropriate team members based on the request type and region. Manual assignment decisions — and the delays and errors that came with them — were eliminated. Owners receive automatic notifications when a request reaches specific stages, ensuring nothing sits unattended while a team waits to be notified.
Time tracking at every stage
OrangeDot incorporated time tracking into the workflow so the team could see exactly how long requests spend in each stage of the process. This visibility gave team leads the ability to identify where requests were stalling, jump in to provide support before a deadline was missed, and make informed decisions about resource allocation based on actual data rather than estimates.
Centralized communication across all stakeholders
Requestors, directors, pricing managers, and contractors can all communicate within a single pricing request record rather than across separate email threads. Questions, updates, and approvals happen in one place, with a complete audit trail attached to each request. Back-and-forth follow-up emails between teams were significantly reduced.
The marketing team deploys large-scale campaigns to support major events — including sponsorships like the NCAA Final Four — that involve numerous individual deliverables, complex production timelines, and multiple rounds of approval across internal and external stakeholders. The team had a process for approving the overall campaign, but no structured workflow for tracking the production of individual assets within it.
Without visibility into where specific assets were in the production process, or whether they had been approved, the team couldn’t reliably answer basic questions about campaign readiness. Go-live dates were uncertain. Asset status required manual chasing. And external collaborators who weren’t inside monday.com had no structured way to submit information, review materials, or communicate with the production team — creating friction at the exact points in the process where speed mattered most.
Approving a campaign and producing the assets for it are two different processes. When only the first one has a workflow, the second one defaults to email and informal check-ins — and at the scale of a global brand sponsoring major international events, that gap creates real operational risk. A campaign can be approved and still miss its go-live date because nobody has a clear picture of where production actually stands.
The Solution: A Campaign Deliverables Workflow with External Collaboration and a Full Approval Trail
Automated handoff from approval into production
Once a program was approved, it automatically moved into a new production board and kicked off the production workflow. The transition from approval to execution happened without any manual intervention, ensuring that production timelines started immediately and the team always knew which programs were in each phase.
External collaboration for agencies and partners outside monday.com
OrangeDot built a simple external submission process that allowed collaborators who don’t have monday.com access to submit information, review and approve assets, and communicate with the production team through secure external forms and email-based notifications. Every external interaction was captured in the system, keeping the full record centralized regardless of where the collaborator was working from.
Sequenced task and to-do structure with role clarity
Each production workflow included a defined sequence of tasks tied to specific roles, generated automatically when a program entered the production board. Team members knew exactly what they were responsible for and when, without needing to coordinate assignments manually or check in with a project manager to understand what came next.
Centralized asset library with full approval paper trail
All program assets — drafts, approved versions, revision notes, and final files — are housed in one central location within the production board. The complete approval history is visible in the same place, giving the team a reliable record of what was approved, by whom, and when — and eliminating the need to hunt through email threads to reconstruct the history of any given asset.
The Combined Impact
60%+ Faster from Submission to Completion
Implementing the centralized intake, automated routing, and time-tracked workflow cut overall pricing request time by more than 60% from submission to completion. Requests that previously moved slowly through informal channels and required manual follow-up at every stage now move through a structured process that surfaces delays before they become missed deadlines.
Two Days Saved Per Week on Manual Tracking
Across both workflows, OrangeDot’s solution saved an average of more than two days worth of manual tracking and reporting work each week. Teams no longer spend time chasing request status, updating spreadsheets, or searching for the latest version of an asset. That time is now available for the actual work.
Eliminated Back-and-Forth and Reduced Email Reliance
Creating a central hub for both pricing requests and marketing production significantly improved internal communication. The constant back-and-forth between team members and the reliance on email as a coordination mechanism was replaced by structured workflows with built-in notifications, inline commenting, and stage-based updates that kept everyone informed automatically.
Full Visibility into Programs and Priorities
The marketing team now has a real-time view of how many programs are in production, what stage each is in, who owns production, and who the program owner is. Pre- and post-approval programs are visible in one centralized place, giving the team the data they need to make informed prioritization and resource decisions rather than operating on guesswork.
190 countries · 70+ market managers on one intake system · Every pricing request tracked from submission to completion · Every campaign asset housed, approved, and traceable in one place
FAQs
How does the pricing workflow handle the volume of requests coming in from 70+ market managers across multiple regions?
The centralized intake form standardizes how every request enters the system, regardless of which region or market manager it comes from. Automated routing assigns the request to the appropriate team based on type and region, so no manual triage is needed. Time tracking then surfaces requests that are taking longer than expected, allowing team leads to redirect resources before a bottleneck becomes a missed deadline. The system is designed to handle high volume without requiring proportional increases in coordination overhead.
How do external collaborators — agencies and partners who aren’t monday.com users — participate in the production workflow?
OrangeDot built external-facing forms and email-notification sequences that allow collaborators outside monday.com to submit information, review assets, and provide approvals without needing platform access. Their inputs are captured directly in the production board, so the internal team always has a complete, centralized record of every external interaction — eliminating the version fragmentation that comes from managing external collaboration through email alone.
What does the approval paper trail look like, and why does it matter for large-scale campaigns?
Every approval action — who approved, what they approved, and when — is automatically recorded in the asset’s record within the production board. For a brand running high-profile campaigns for major international events, that trail serves multiple purposes: it provides accountability, simplifies post-campaign review, protects against disputes over what was approved, and makes it easy to onboard new team members to a campaign that’s already in progress without losing context.
Can these workflows scale further as the organization’s campaign and pricing volume grows?
Yes. Both workflows were built on monday.com’s modular board architecture, which means new regions, new campaign types, and new market managers can be added to the existing system without restructuring it. The intake forms, automations, and routing logic can be extended as the operation grows, and the time tracking data the system captures will continue to identify where additional resources or process improvements are needed as volume increases.
Final Thoughts
A brand operating at global scale can’t afford to manage critical workflows through email and informal processes. The problem isn’t that email fails entirely — it’s that it fails silently. Requests go untracked. Bottlenecks accumulate invisibly. Assets sit in approval limbo with no one certain of what’s outstanding. And by the time the problem becomes visible, the deadline has already been missed.
What OrangeDot built for this client was the structured visibility that email can’t provide: intake systems that capture every request in a consistent format, workflows that route and assign automatically, time tracking that surfaces problems before they compound, and a centralized hub where every stakeholder — internal or external — can find everything they need. The result is a process that moves as fast as the business requires, with the clarity to manage it confidently.
If your organization is managing high-volume pricing or marketing workflows through email and ad-hoc coordination, we can help you build something that scales. Talk to an OrangeDot expert →