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Even the best marketing teams can get tangled in their own operations. Between too many tools & steps, unclear handoffs, and competing priorities, efficiency takes a back seat. That’s where outside perspective meets inside impact. At Alinea , I help teams make sense of the mess — analyzing, optimizing, and designing systems that work for  people, not against them. Here’s how structure turns into real progress: Assessing What’s Working (and What’s Not) Before we fix anything,

Here’s the truth: process gets a bad rap. It’s often seen as the thing that slows creativity down — all the checklists, templates, and timelines that box creativity in. But in reality, the right process doesn’t limit creative thinking — it amplifies  it. When teams aren’t tripping over unclear roles or chasing last-minute approvals, they have the space) to think bigger. Structure creates freedom — the kind that lets people move fast, stay aligned, and focus on great work inst