Scaling Digital In-House
E. & J. Gallo Winery | Owned & Operated Ecosystem Transformation
As digital expectations evolved, Gallo needed a more agile and performance-driven approach to owned channels. The existing model relied heavily on external agencies — limiting speed, scalability, and cross-brand consistency.
The opportunity wasn’t simply to refresh content.
It was to build the infrastructure to create it — sustainably, at scale.
1. The Mandate
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Bring web, CRM, and social content in-house
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Reduce production timelines and costs
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Implement scalable tools and workflows
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Maintain brand cohesion across a large portfolio
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Support multiple brands navigating the same transition
This required operational transformation — not just design.
2. The Approach
Building the Digital Framework
We established Figma as a centralized collaborative platform, creating structured, reusable systems that streamlined asset development and reduced friction in handoffs.
We implemented Airtable as a unified briefing and tracking system — increasing visibility, prioritization, and cross-functional clarity.
The result was a transparent, organized, and scalable creative workflow.
3. Centralizing Content Production
Within a compressed timeline, we transitioned web, CRM, and social production fully in-house.
That meant:
Defining new production workflows
Establishing clear ownership and roles
Creating modular templates for efficiency
Aligning creative and digital teams early in the process
Preserving performance-driven messaging throughout
The focus wasn’t just speed — it was sustainability.
4. The Impact
Reduced production timelines by 50%
Achieved approximately 25% cost savings versus agency model
Successfully transitioned Barefoot’s O&O ecosystem in-house
Implemented scalable Figma systems for efficient handoffs
Established Airtable-based briefing infrastructure
Increased cross-functional clarity and alignment
Maintained brand cohesion across web, CRM, and social
The transformation improved both creative agility and financial efficiency — proving that strong systems drive measurable impact.
5. The Team
Built in collaboration with an exceptional internal team including Jesse Alvarez, Stephanie Alvarez, Paulina Showalter, Lisa Toth, Sam Harachis, Janelle Rodriguez, Taylor Eilers, Gregory Sparks, Holland Beber, Emma Thompson, and many others who helped operationalize the shift.