Canada AOS Operational Strategy and Leadership Plan.gdoc

Canada AOS Operational Strategy and Leadership Plan Q1 2025 Document Owner: Richard Kalson Contributors: Wesley Kwiecien Staci Mitchell Virginia Crabbe Phoebe Keck Last updated: Jan 15, 2025 Status: Approved Introduction This document provides guidance into the critical tasks and responsibilitie...

Canada AOS Operational Strategy and Leadership Plan Q1 2025 Document Owner: Richard Kalson Contributors: Wesley Kwiecien Staci Mitchell Virginia Crabbe Phoebe Keck Last updated: Jan 15, 2025 Status: Approved Introduction This document provides guidance into the critical tasks and responsibilities needed to drive operational efficiency and advertiser success beginning in Q1 2025 with the appointment of a new AOS rep (Tammy) for the Canadian market. Central to driving success and operational efficiency will be leadership from Staci Mitchell throughout Tammy’s onboarding/ramp-up period. Staci currently leads the US AOS team and has played a significant role in helping stand up AOS operations in Canada while a new candidate was sourced. Together with partnership between Staci and Canadian sales leadership, progress has been made to better position AOS with sellers, driving $197K in Q4 ‘25 incremental revenue. This achievement directly reflects effective engagement between sellers and AOS’ surfaced opportunities. With Tammy being selected as the AOS reps within the Canadian market, Staci is tasked with providing her with the necessary guidance and support to gain a strategic understanding of AOS’ role within the SMB / CA business. Furthermore, Staci is tasked with ensuring that from an onboarding perspective, Tammy is well equipped to take on the day-to-day AOS tasks once the onboarding/ramp-up period ends. The expectation is that Tammy steps into the Hybrid SP Specialist role by Q2 2025 to lead AOS operations within Canada. In the meantime, Staci and the US team will provide assistance to the Canadian market to unlock additional resources, further bolstering the capacity to support AOS’ objectives. Further US [consultative] support of the Canadian basis is TBD but will be aligned within Pinterest internally prior to Q2 2025. Key Areas Of Focus - Q1 ​ Daily Tasks: ○​ Account Optimization (Reactive and Proactive Ticket): Tammy provides daily campaign strategy support to agents, optimizing account utilization and addressing immediate needs across all pods. ○​ SM Huddles (All Pods): Tammy is responsible for attending daily stand-ups to highlight challenges and deliver necessary support focusing on representative level nuances. ○​ Admin/Ad Hoc Requests: Tammy manages daily engagements involving clients, agents, and cross-functional teams. ​ Weekly Tasks: ○​ AOS Opportunities Pushing & Office Hours: Tammy manages the weekly advancement of opportunities meeting criteria, providing on-floor support for campaign optimization. ○​ Global Motion + GSR Reporting: Tammy delivers weekly reports on AOS revenue, trends, and insights, ensuring strategic alignment. ​ Monthly Tasks: ○​ AOS Newsletter: Staci generates monthly communications detailing significant developments and trends in AOS Canada, engaging global leads. ○​ Sales Motion Planning & Workshops: Staci, in collaboration with Tammy, leads the development of recommendation rules and best practice workshops, targeting the US and Canada teams. ​ Quarterly Tasks: ○​ QBR and Rule Performance Reporting: Through joint efforts by Staci and Tammy, quarterly reviews assess AOS adoption and evaluate rule performance for continuous improvement. ○​ AOS Upload Calendar & Strategic Planning: Tammy plans quarterly uploads and collaborates on strategic planning with the PIN lead. Roles And Responsibilities - Q1 ​ Tammy's Role as Current AOS Specialist: ○​ SME Expertise: Leverage her SME expertise to provide consultative support and services to sales within the SP operating model. ○​ Consultative Support: Deliver ongoing support to cross-functional teams, including Sales, QA, and SE. ○​ KPI and SLA Management: Drive SMB recommended opportunities and maintain SLAs in the ticketing system. ​ Tammy will begin receiving tickets starting on January 20th.  ​ Chamlee Brown has been designated as the AOS team member from the US. ​ Chamlee will serve as the point of contact for any inquiries related to the tickets. ​ In the short term, Chamlee will provide feedback on finalized tickets. ​ Chamlee will also serve as a resource to provide support should volume increase to a point where Tammy cannot support and meet SLAs. ​ Chamlee will also serve as a fill in when Tammy is OOO. ○​ Feedback and Insights: Gather sales insights and feedback, linking them to regional SP management strategies. ​ Staci's Role as Current AOS Lead: ○​ Stakeholder Communication: Acts as the focal point for high-level stakeholder communication, addressing queries from PIN leadership. ○​ Strategic Resource Management: Leverages resources from the US team to bolster capabilities within the Canada region. ○​ Strategic Planning Co-Leadership: Co-leads strategic initiatives, including monthly planning alongside Tammy. Roles And Responsibilities - Q2+ ​ Tammy's Role as AOS Specialist Hybrid: ○​ Regional Program Ownership: Oversee the SP program, balancing manager and specialist roles within the region. ○​ KPI Accountability: Ensure quarterly goal achievements and drive the development of regional reports and dashboards. ○​ Consultative Excellence and Support: Provide advanced consultative support and maintain SME expertise, while driving SMB recommended strategies. ​ US Support​ ○​ TBD  Detailed Roles & Responsibilities & Tasks A detailed list of the Daily, Weekly, and Monthly tasks can be found here. Below are the job descriptions for each role discussed in this document: Regional Lead The role of the SP Regional Manager is to ‘own’ the SP program within the region by adhering to the global operating model and by attaining regional KPIs. Regional Managers will work closely with the SP Global Lead by keeping them informed of progress, blockers and/or regional feedback. ​ Accountable for regional KPIs, ensuring output meets/exceeds quarterly goals ​ Build and maintain regional reports and dashboards to provide visibility into regional impact ​ Create and send monthly newsletters to SP stakeholders, informing them of progress against targets & noteworthy activities ​ Onboarding, upleveling and management of regional specialist team – coaching/developing skills of specialists and cascading performance expectations ​ Providing in-scope consultative support within the region to XFN teams such as Sales, QA and SE ​ Build and maintain regional rule calendar of exports ​ Create and provide insights as it relates to SP activities such as global standard recommendations, sales motions/moments, etc. ​ Provide root cause analysis on motions/activities that are not meeting expectations Specialist The role of the SP specialist is to leverage their SME expertise and provide consultative support and services to sales in accordance with the SP operating model. Specialists will drive input metrics for SP by being goaled on support-style KPIs and scaled solutions. ​ Retain SME level expertise as it relates to the SP operating model ​ Provide consultative support to sales as it relates to the SP tiered-support operating model ​ Drive and own execution of SMB recommended opportunities ​ Provide consultative support to XFN teams (QA/SE) and leverage SME expertise via XFN workstreams as prompted ​ Gather and provide sales feedback/insights to the Regional SP Manager ​ Adhere to support framework process and escalation paths ​ Maintain ticketing system by adhering to SLAs Specialist (Hybrid) The role of the SP Specialist (Hybrid) is unique to smaller markets where the SP representative straddles the role of manager and specialist. Their responsibilities are a blend of the Regional Manager and the Specialist role where they are responsible for ‘owning’ the SP program within the region while providing consultative support to sellers. ​ Accountable for regional KPIs, ensuring output meets/exceeds quarterly goals ​ Build and maintain regional reports and dashboards to provide visibility into regional impact ​ Create and send monthly newsletters to SP stakeholders, informing them of progress against targets & noteworthy activities ​ Providing in-scope consultative support within the region to XFN teams such as Sales, QA and SE ​ Build and maintain regional rule calendar of exports ​ Create and provide insights as it relates to SP activities such as global standard recommendations, sales motions/moments, etc. ​ Retain SME level expertise as it relates to the SP operating model ​ Provide consultative support to sales as it relates to the SP tiered-support operating model ​ Maintain ticketing system by adhering to SLAs ​ Drive and own execution of SMB recommended opportunities Summary The Canada AOS Management Plan leverages Staci and the US team in Q1 and potentially beyond. Through strategic collaborations with Canadian leadership, Staci and the US team have realigned AOS to deliver significant revenue gains and foster strong relationships with sellers. As Tammy proceeds through her onboarding process and ramp-up throughout Q1, the expectation is that she will gain the skillset and institutional knowledge in order to drive success of the AOS program within the Canadian market. Moreover, the US team will continue to support the Canadian business from a support standpoint but the scope is TBD and will be reflected in further documentation.