Content Production

How a campaign brief or product launch becomes a published asset on balsamhill.com and international sites.

What this workflow is

The path from a new campaign brief or product launch to a finished, published asset — on the US site, across international sites, and through every marketing channel that sends customers there.

Scope	Details
Start	A campaign brief arrives, a product launches, or a seasonal initiative kicks off
End	Assets are live on balsamhill.com and international sites
Volume	~600 assets per campaign
Markets	US + 5 international geographies
Teams involved	Creative, design ops, ecom ops, localization, marketing, international, GE, Studio

The flow today

graph LR
    subgraph Upstream
        BRIEF[Campaign Brief<br/>or Product Launch]
        FIGJAM[FigJam<br/>Early Brainstorm]
    end

    subgraph Intake
        CU[ClickUp<br/>Intake Forms]
        OPS[Creative Ops<br/>Manual Review & Assign]
    end

    subgraph Production
        FIG[Figma<br/>Design + Templates]
        SEL[SELTRA<br/>Marketing Channel Assets]
    end

    subgraph Review
        DMC[DMC Calendar]
        CDX[CDX Board]
        CPB[Campaign Planning Board]
    end

    subgraph Localization
        PLUG[Figma CSV Plugin<br/>1-click × 5 geos]
        TRANS[AI Translation<br/>900% faster]
    end

    subgraph Publish
        ECOM[Ecom Ops<br/>Figma → Staging<br/>Manual]
        WID[Widen DAM]
        CS[ContentStack CMS]
        SITE[balsamhill.com]
        INTL[International Sites]
    end

    BRIEF --> FIGJAM --> CU
    CU -->|Manual form| OPS
    OPS -->|Manual assign| FIG
    OPS -->|Manual assign| SEL
    FIG --> DMC & CDX & CPB
    FIG -->|CSV| PLUG --> TRANS
    FIG -->|Desktop save + upload| WID
    WID -->|Manual link| CS
    CS --> SITE
    ECOM -->|Manual copy| CS
    TRANS -->|Manual re-entry| CS
    CS --> INTL
    SEL -->|Self-serve| SITE

    style OPS fill:#fef3c7,stroke:#f59e0b
    style ECOM fill:#fecaca,stroke:#ef4444
    style TRANS fill:#dbeafe,stroke:#3b82f6
    style DMC fill:#fef3c7,stroke:#f59e0b
    style CDX fill:#fef3c7,stroke:#f59e0b
    style CPB fill:#fef3c7,stroke:#f59e0b

How it works

Phase	What happens	Primary tools
Intake	Partners submit ClickUp forms, one deliverable at a time. Creative ops manually reviews, assigns, and sets work-back schedules.	ClickUp
Production	Designers work in Figma with shared systems and templates. Marketing self-serves from SELTRA campaign toolkits (3× faster since October).	Figma, SELTRA
Review	Three separate review spaces: DMC calendar (marketing), CDX board (ecom homepage staging), campaign planning board (briefs).	FigJam boards
Localization	Figma CSV plugin loads localized copy across 5 geos in one click. AI translation has made translation itself ~9× faster.	Figma plugin, AI translation
Publish	Ecom ops manually downloads assets from Figma, uploads to the DAM, delivers links into the CMS. Site ops pushes live via a ticket.	Widen, ContentStack

Where it gets stuck

Friction	What it looks like
Three disconnected review spaces	A sale percentage or name change updates three boards + 600 assets by hand.
Figma → DAM → CMS is manual	Every asset saved to local drive, uploaded, linked individually. No API.
International blocked by architecture, not translation	CMS can’t cleanly expose localized content; one market currently ships in German despite the Dutch translation being ready.
Design system isn’t currently a shared source of truth	Tech, product, brand, and ecom ops have each built around it differently — creates CSS workarounds in the CMS.
GE creative has no defined workflow yet	Newer retail channel currently absorbs most of creative ops capacity because no standard path exists.
Intake nomenclature is inconsistent	Different requesters fill forms differently, blocking automation and bulk updates.

What a cohort here works on

A cohort on Content Production partners with creative, design ops, ecom ops, localization, and the international teams to take friction out of the production line. Two groups feel the difference immediately:

Audience	What better looks like
Internal customers (designers, copywriters, localization, site ops)	More hours for the craft. Less time moving files between tools. Pivots that cascade once, not twenty times.
External customers (shoppers in every market, retail partners, B2B buyers)	Consistent story across channels. Localized content that actually ships. Pages on the site that match the campaign that sent them there.

Places a cohort finds traction:

Single source of truth for campaign details that cascades into the review boards and asset library
Direct path from finished design into the CMS
Content architecture that lets every international market publish in its own language
Standardized GE creative workflow that gives that channel its own clean lane
AI-native tooling inside Figma, ClickUp, and the CMS that amplifies what the team already does well

Get involved

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