Go-to-market delivery built for scale.
Global Go-to-Market Platform Programme
A scalable platform infrastructure designed to enable consistent go-to-market delivery across EMEA, replacing fragmented manual workflows with a system built for speed, governance, continuous experimentation, and long-term ownership.
Scaling Markets Without Scalable Delivery
As HBO Max scaled across EMEA, go-to-market delivery became increasingly fragmented. Each market relied on manual, bespoke production workflows, creating duplication of effort, long lead times, and limited ability to respond to performance data. This fragmentation constrained experimentation, delayed launches, and drove inefficiencies across paid channels, resulting in rising acquisition costs and inconsistent delivery at scale.
The challenge was not a lack of creative capability, but the absence of a scalable system to support consistent, high-velocity delivery across regions.
A Platform, Not a Campaign
We designed a system that integrates DCO with major platforms, Meta, TikTok, Google, Snapchat & YouTube, while building automated design workflows using Dataclay in After Effects.
Creative Management Platform
Centralised DCO platform integrating with all major ad platforms for dynamic, personalised creative at any format.
Automation Strategy Powered by AI
Roadmapping, Project Management, Design & Software Development for scalable creative systems.
Real-Time Sync
Single input to Google Sheets generates localised creative across all regions and platforms.
Google Sheets
Headless CMS controlling all inputs and automation rules
Dataclay
After Effects automation via JavaScript SDK
Platform Integrations
The Go-to-Market Platform
How 5 inputs become unlimited outputs across global markets
Smartly DCO
Dynamic creative optimisation platform for real-time personalisation
Dataclay
After Effects automation for templated video & motion generation
Localisation
Automated title treatment swaps across 19+ EMEA markets
Supporting Technology Eco-System
A connected pipeline from input to output—automating creative production at scale.
Google Sheets
Project Files, Copy, Input Source, Automation Rules, Output Source
Adobe After Effects
Design Source Files, Layouts, Master PSD + AE Files
Dataclay Templater
Automation system for design and video localisations & creative variants at scale
Box Storage
Separated Variation Project Files, Final Asset Render Batch
Direct Download
Ready for Distribution & Confirmation/Approval
Global Platform Rollout & Evolution
The platform was delivered as a phased programme, designed to de-risk rollout, validate performance, and support regional differences across EMEA, LATAM, and APAC.
Platform Foundation
Core platform consolidation across high-volume markets. Established baseline automation capabilities and initial experimentation framework.
Scaled Adoption
Extended platform coverage to additional markets. Increased format support and refined operational workflows based on Wave 1 learnings.
Always-On Delivery
Full regional coverage with stabilised operating model. Scaled experimentation programme and established continuous delivery cadence.
Regional Adaptation
Market-specific platform adaptations informed by EMEA learnings. Local operational enablement with performance validation at scale.
Feasibility & Learning
Controlled pilot to evaluate regional constraints and operational feasibility. Findings informed future roadmap and expansion strategy.
Sequencing & Risk Management
Phased De-risking
Each wave validated assumptions before expanding scope. EMEA learnings directly informed LATAM adaptations.
Controlled Pilots
APAC remained a pilot programme, regional constraints required evaluation before full commitment.
Iteration Cycles
Post-launch ownership meant continuous refinement, not handoff. Operating model evolved with each wave.
Continuous Evolution
Platform ownership extended beyond launch, ongoing iteration, integration expansion, and operational refinement.
Results
The programme delivered a fully operational go-to-market platform across EMEA, enabling continuous experimentation, faster market entry, and consistent execution at scale. While the original roadmap evolved in response to organisational and regional constraints, the core platform capabilities were successfully implemented, adopted, and embedded into ongoing operations.
Per week across display, social, and video formats
Acquired via automated campaign delivery
Through increased testing and iteration
Across regional and platform partners
Through automation and reusable templates
Ottavio MussariWorking with Halil has been an absolute delight. He joined the HBO Max EMEA team at a very busy time, a time of rapid growth which required the implementation of a number of automation technologies to ensure scalability; with that, we needed someone that would coordinate it all and Halil delivered on that promise, soon becoming the go-to person for anything related to system automation.
Since the first day, Halil won each team member's admiration with his tremendous ability to define and harmonise digital platforms and processes as well as his effective communication style; he managed to synchronise a number of teams towards a shared objective, demonstrating a unique skill-set that made him an acknowledged leader in his area.
Halil is an active listener, an incredibly knowledgeable programme manager and a hard-working professional with a natural tendency to build long-lasting relationships. He is a great person to work with, always happy to make an effort to make things easier and more productive, without losing his positive attitude and his smile. Highly recommended to any company who wants to bring its sophistication to the next level!
Marketing Director & Consultant, HBO Max at Warner Bros; Discovery