The Client

The Kraft Heinz Company – A $26 billion global food and beverage powerhouse, third-largest in North America and fifth-largest worldwide, operating in over 40 countries with iconic brands like Kraft, Heinz, and Philadelphia.

The Challenge

Excel was crushing their Corporate Communications team. Q1 2024 was coming fast.

Kraft Heinz’s Corporate Communications team was drowning in spreadsheet hell. Every internal communications initiative lived in Excel, creating high workloads, confusion, and inefficiencies across project planning and execution.

Their specific pain points:

• Multiple editorial calendars creating duplication of efforts
• Approval processes requiring endless back-and-forth communication
• Manual tracking of timelines and costs with frequent errors
• Lack of project visibility across the team
• Unclear ownership of deliverables
• Inefficient project intake causing constant delays

The breaking point: Preparing for Q1 2024 with a system that was actively working against them instead of for them.

The Solution: The Marketing Command Center

We partnered with Kraft Heinz to design and implement a comprehensive Marketing Command Center in Airtable that transformed how they work.

What We Built:

1. Centralized Project Intake System Simplified the project request process, reducing delays and providing immediate visibility into the status of new initiatives.
2. Unified Project Management System Enabled streamlined project tracking, clear assignment of ownership, and automatic status updates across all project stages.
3. Integrated Editorial Calendar A live, real-time view of ongoing and upcoming communications projects, eliminating duplicate work and confusion.

The Results

The Marketing Command Center delivered immediate operational improvements:

• Reduced project turnaround times by eliminating inefficient approval processes and manual data entry
• Improved visibility and ownership of deliverables with clear roles and responsibilities
• Eliminated redundant Excel spreadsheets by integrating everything into a single platform
• Enhanced cross-team collaboration through centralized workflows

But here’s where it gets interesting: The success was so dramatic that other departments took notice.

The Expansion

After seeing the Corporate Communications transformation, Kraft Heinz decided to explore launching similar solutions across other departments. The expanded solutions now offer cross-departmental visibility, enabling seamless collaboration, improved efficiency, and greater alignment across the organization.

The Marketing Command Center became the blueprint for transformation beyond just marketing – setting the foundation for facilities, finance, and other key business functions.

The Impact

With the new system, Kraft Heinz transformed its internal communications processes, enabling the team to focus on strategic initiatives rather than administrative tasks. They now have a single source of truth for all project-related information, leading to better decision-making and execution.

Client Testimonial

“We came to the team with a complex problem. How do we create an integrated content calendar that works for our various Comms stakeholders and allows us to manage projects from request to completion? I was astounded by the team’s ability to take our complicated direction and translate it into a system that was user-friendly, dynamic and intuitive. It’s been a complete game changer for our team and we could not have created a bespoke and intelligent system like this without our partners.”

– Cara Hays, Senior Manager of Integrated Content and Strategy:

The Bottom Line

Kraft Heinz went from Excel chaos to operational excellence with a system so effective it sparked organization-wide transformation. What started as fixing Corporate Communications became the model for how the entire company could work better.

The Marketing Command Center isn’t just a tool – it’s become their competitive advantage in moving fast while staying aligned.

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Project Snapshot

• Client: The Kraft Heinz Company ($26B revenue)
• Delivered by: Park West Digital + Global PMO Partners
• Initial Scope: Corporate Communications team
• Expanded to: Multiple departments across the organization
• Key Success: From problem to “complete game changer”
• Next Phase: Further customization and global operations rollout

Why This Matters

When a $26 billion company calls your solution a “complete game changer,” you know you’ve delivered real transformation. This wasn’t about replacing spreadsheets – it was about giving a global enterprise the operational foundation to compete at the highest level.