Scaling seasonal campaigns preserving SEO value
We enabled seasonal campaigns to scale by preserving SEO value over time and improving how teams plan and manage campaigns across brands.
PRODUCT DESIGNER
GRUPO SBF
2025
RETAIL/SPORTS
PRODUCT DESIGNER (1)
PRODUCT MANAGER (1)
ENGENEERS (3)
ROLE
COMPANY
YEAR
INDUSTRY
TEAM
OVERVIEW
Seasonal campaigns drove performance, but relied heavily on paid media
Grupo SBF is a multi-brand sports retail group in Brazil, including brands such as Centauro, where seasonal campaigns like Black Friday and Christmas are key drivers of e-commerce performance.
However, these campaigns relied heavily on paid media to generate traffic, increasing acquisition costs over time.
We designed a campaign management feature within a multi-brand platform, enabling campaigns to retain SEO value across cycles while improving how teams create and manage campaigns at scale.
ORGANIC TRAFFIC
+16%
Organic traffic increased by 16% across two separate campaign cycles, reducing reliance on paid media.
SEO VALUE RETENTION
↑
Seasonal campaign pages captured a larger share of purchases.
OPERATIONAL EFFICIENCY
↑
Teams can now create and manage campaigns in one place, reducing complexity and dependency on engineering
PROBLEM
Paying for traffic that should have been organic
Seasonal campaigns were key drivers of traffic and revenue, but performance depended heavily on paid media, increasing acquisition costs.
Campaign performance reset every cycle, preventing campaigns from building and retaining organic visibility over time.
At the same time, campaign creation was fragmented across tools and teams, increasing effort, reducing visibility, and creating dependency on engineering.
As a result, traffic had to be reacquired from scratch, reinforcing reliance on paid channels while limiting operational efficiency and long-term growth.
ROLE & TEAM
Leading end-to-end design from discovery to final delivery
As a Product Designer, I led the end-to-end design of the campaign management feature, from discovery to delivery.
I worked closely with a Product Manager, engineers, and stakeholders from marketing, SEO, and commercial teams.
APPROACH
Understanding how campaign structure and SEO were driving paid media dependency
We focused on understanding how campaigns were created, managed, and maintained across their lifecycle.
Through technical analysis and collaboration with SEO and engineering, we mapped how campaign pages were created and removed over time, identifying how this prevented performance from accumulating.
We also worked closely with marketing and commercial teams to understand how campaigns were planned, structured, and executed across different tools.
This revealed a gap between how campaigns were managed operationally and how they needed to perform strategically over time.
CHALLENGES
Structuring campaign creation without increasing complexity
To enable campaigns to scale effectively, we needed to address both how performance was built over time and how teams managed campaigns across the organisation.
Lack of performance continuity
Campaigns reset each cycle, preventing SEO value from accumulating over time
Fragmented campaign workflows
Campaign creation and management were spread across tools and teams, reducing visibility and increasing effort
High operational dependency
Teams relied on engineering support to create and update campaign pages
DESIGN DECISIONS
Defining a structured and actionable way to manage campaigns
We focused on turning campaigns into persistent assets and simplifying how they are created and managed.
We introduced a model where campaigns are structured as reusable entities rather than one-off executions, allowing them to retain performance over time.
To support this, we organised campaign inputs by topic, grouping related information such as content, SEO, and operational settings into clear sections.
This structure reduced complexity while maintaining flexibility, making it easier for teams to manage campaigns without losing control over important details.
We also centralised campaign creation into a single flow, reducing fragmentation and giving teams full visibility of the campaign setup.
SOLUTION
Centralising campaign creation and enabling SEO value to accumulate over time
We designed a campaign management feature that centralises campaign creation and enables campaigns to retain SEO value over time.
Campaigns are created and managed within a single flow, with inputs organised into clear sections that support different aspects of campaign setup.
Each campaign uses a persistent URL, allowing it to maintain rankings, keyword visibility, and page authority across cycles.
The feature provides a clear overview of campaign status, inputs, and actions, helping teams manage campaigns more efficiently and with greater autonomy.
RESULTS & OUTCOMES
By enabling campaigns to retain SEO value over time, we reduced reliance on paid media and improved how traffic is acquired
Organic traffic increased by 16% across campaign cycles, showing that campaigns were able to build and sustain visibility instead of resetting performance.
At the same time, centralising campaign creation reduced dependency on engineering and improved how teams plan and execute campaigns.
This allowed campaigns to scale more efficiently, supporting both performance and operational improvements across the organisation.
NEXT STEPS
Scaling the campaign manager across brands
The campaign manager will be rolled out across Grupo SBF brands throughout 2026 and 2027.
Future improvements will focus on collaboration features, enabling teams to assign tasks, manage workflows, and coordinate campaign execution more effectively.