We’ve figured out what works in LATAM. Now we’re trying to actually execute a coordinated LATAM-to-US campaign, and the logistics are killing us.
The challenge isn’t the strategy—it’s the coordination. We have creators in both regions, assets that need to be adapted, timelines that are slightly different because of time zones, approvals that need to happen across teams, and the whole thing feels chaotic without a clear system.
We’re trying to keep the campaign coherent—so both regions feel like they’re part of the same thing—but we’re not structured to actually do that at scale. We’re emailing PDFs, managing approvals in Slack, tracking versions in Google Drive. It’s a mess.
I think we need a better framework for coordinating: How do you actually structure creator briefs that work across both markets? How do you version-control assets so people aren’t working on outdated files? How do you get approvals fast enough that creators don’t get frustrated with delays? How do you handle the timeline overlaps and time zone issues?
Right now we’re cobbling things together. But if we’re going to scale this to multiple campaigns, we need real systems. What’s your actual process for managing cross-region, bilingual campaigns? Where do the bottlenecks usually pop up, and how do you solve them?
Okay, this is my wheelhouse. The difference between chaos and smooth execution is structure.
Here’s what we do:
Campaign Hub (Shared source of truth):
- All briefs, assets, approvals in ONE place (we use Air table + Google Drive, but Notion works too)
- Version control for every asset (so people know what’s current)
- Timeline for each region with clear deadlines
- Approval workflows that are clear: who approves what, and by when
Creator Briefing:
- One master brief in English with the campaign insight, objectives, and requirements
- Regional adaptations that are formatted but not repetitive (template-based so it’s consistent)
- Copy guidelines if creators need to write (tone, brand voice, regional considerations)
- Asset library: templates, brand colors, what CAN be changed vs. CANNOT be changed
Example: “Here’s the core message (universal). Here’s how it landed in LATAM (for context). Here’s how we want you to adapt it for your US audience (regional guidance).”
Timeline Management:
- Month + 2 weeks out: campaign planning
- Month + 1 week: briefs go to creators
- Month + 3-5 days: creator submissions
- Month: approvals and revisions
- Month - 1 week: content goes live (staggered by region if needed)
That gives breathing room for time zones and revisions.
Approval Workflow (critical):
- Define who approves what (brand guidelines approval vs. regional adaptation approval—these are different people)
- Set 24-48 hour turnaround SLAs for approval
- Have backup approvers for when someone’s on vacation
- Use a tool that tracks approval status (no more “did the boss approve this?” confusion)
Time Zone Hacks:
- Record strategic decisions as async videos so people don’t have to sync for meetings
- Use tools like Loom for explaining critiques (faster than text, clearer than emails)
- Schedule creator check-ins during overlapping hours, but use async communication for most work
The tool part is less important than having structured communication. A well-organized Notion or Airtable beats chaos in Slack every time.
We’ve scaled to running 4-5 cross-region campaigns simultaneously using this framework. The key is: once you standardize, it gets faster each time.
Want me to share our brief template? It’s pretty generic and could work for your setup.
From the measurement side—if you’re going to scale, you need to track performance consistently across both campaigns from the beginning.
Before you launch:
- Define the same metrics you’ll track for both regions (use the framework I mentioned in the ROI thread)
- Set up UTM parameters or tracking links that help you attribute correctly
- Brief creators on what you’re measuring (transparency builds trust)
During campaign:
- Daily or weekly check-ins on performance by region and by creator
- Flag underperforming creators early so you can course-correct
- Document what’s working for the next campaign
After campaign:
- Compare performance side-by-side using normalized metrics
- Get feedback from creators about what worked/didn’t
- Document learnings for scaling next time
When you’re coordinating assets and timelines, make sure the performance tracking is coordinated too. Nothing worse than scaling a campaign and realizing halfway through that you didn’t set up proper attribution.
What’s your current tracking setup? Are creators in both regions using the same tracking links?
From the relationship side, one thing Alex didn’t mention: communication rhythm.
When you’re managing creators across regions, they’re going to have questions. “Why is the deadline this time?” “Can I use this asset?” “Can you clarify the brief?”
If creators feel like they’re waiting forever for answers, they get frustrated and quality drops. Here’s what I recommend:
- Kickoff call (async video or sync, depending on time zones): Walk through the campaign, answer questions, set expectations
- Check-in cadence: Depending on campaign length, maybe twice a week during active creation
- Clear escalation path: If a creator has a question, they know who to ask and when they’ll get an answer
- Brief-writing time: Give creators 4-5 days minimum between brief and submission deadline. That sounds obvious, but teams often don’t..
The relationship part matters way more than people think. Creators who feel supported do better work. Creators who feel like they’re in the dark deliver lower quality.
I also recommend having one point-person per region who owns creator relationships. That person is the bridge between the strategy team and the creators. They speak both languages (literally and figuratively) and can resolve most issues quickly.
I can help facilitate creator kickoff calls if you want—I’ve done these before and they set the right tone.
Quick creator perspective: What kills coordination is when you send one brief to LATAM creators and a completely different brief to US creators. We can feel it, and it’s confusing.
Best briefs I’ve gotten from cross-market campaigns: same core brief, but with a “For your region” section that explains what’s different and why. It shows we’re part of the same campaign, not two separate things.
Also—if the campaign has a posting timeline, tell us. “We want LATAM posts to go live this week, US posts next week” is clearer than vague timing.
One more thing: bilingual content is hard. If you’re asking creators to write captions in two languages, give us time and maybe a copywriter to collaborate. Don’t just expect us to translate ourselves.
From a logistics standpoint, the cleanest experience I’ve had is when the brand had a project management tool and it was clear what we needed to deliver when. No more “checking the email thread”—everything in one place.
Strategically, the scaling challenge comes down to: standardize the process, but keep the strategy flexible.
Here’s what I mean: Your approval process should be standardized. Your brief template should be standardized. Your timeline should be predictable.
But your creative approach and creator selection should be different per region, because the markets are different.
Too many teams try to standardize everything, and you end up with mediocre campaigns in both regions. Better to be rigorous about the process but flexible about the execution.
For scaling, build SOPs (standard operating procedures) for:
- How to select creators (criteria per region)
- How to brief them (template, but filled in regionally)
- How to track approval (workflow, not chaos)
- How to measure performance (same metrics, different benchmarks)
Once you have those SOPs, running multiple campaigns becomes a lot more manageable.
Alex’s advice on tools is solid. But SOPs matter more than tools. You can have the best tool in the world and still be chaotic if your process isn’t clear.