Digital Signage at Scale: Leading Hardware , content, and software Deployments at Coates Group
At Coates Group, I built my career across multiple roles that spanned physical infrastructure, digital platforms, and global content delivery for some of the world’s largest brands. Starting in professional services and progressing into content architecture and program leadership, my work supported the design, deployment, and operation of large-scale digital menu ecosystems powering thousands of restaurants worldwide.
This progression gave me a unique end-to-end perspective, from installing hardware in the field to designing the data models and operating systems that enabled marketing strategies to execute reliably at global scale.Highlights
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Led operational execution for the world’s largest outdoor digital menu board deployment, coordinating end-to-end logistics across ~12,000 McDonald’s U.S. locations, mapping cross-team workflows, resolving supply chain challenges, and establishing automated reporting to support accuracy and scale.
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Designed scalable content architectures and data models to power global digital menu strategies, owning release management, quality assurance, and testing while supporting localized campaigns across international markets and enabling reliable execution of complex promotions.
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Advanced into program leadership, managing international teams delivering digital merchandising programs for leading QSR and retail brands, overseeing Agile delivery, portfolio planning, stakeholder reporting, and end-to-end execution across large-scale, multi-market initiatives.
Professional Services
SKILLS & SUbject Matter
ACCOUNT MANAGEMENT • Deployment operations
logistics & supply chain • PROCESS OPTIMIZATION • Hardware Ops
overview
I began as a Project Lead within Professional Services, coordinating the largest outdoor digital menu board (ODMB) deployment in the world across ~12,000 McDonald’s U.S. locations. The work required deep operational rigor, cross-vendor coordination, and real-time problem solving across supply chain, logistics, and field operations.
My work included:
Coordinating end-to-end logistics for the world’s largest QSR hardware deployment, spanning ~12,000 McDonald’s U.S. locations
Maintaining client and third-party relationships throughout business-as-usual operations and production or supply-chain disruptions
Mapping U.S. operational workflows across 8+ business units to clarify handoffs, identify bottlenecks, and improve execution efficiency
Establishing automated reporting systems using Google Scripts and Excel Macros to improve visibility and accountability.
Reconciling and maintaining data integrity to support Supply Chain and Order Management teams
Content DevelopmenT & campaign management
SKILLS & Subject matter
Content Architecture • Data modeling • Quality Assurance
CONTENT & Campaign MANAGEMENT • Global Market Support
overview
Following the national hardware rollout, I transitioned into a Campaign and Content Management role embedded with the development team. In this role, I focused on designing the data models and solution architectures that enabled global brands to execute complex marketing strategies consistently across indoor and outdoor digital menu boards, while also owning quality assurance and validation.
This work required balancing marketing flexibility with operational reliability, translating client intent into scalable, testable digital logic.
My work included:
Owning release management and end-to-end deployment of digital campaigns and client requests
Designing client-specific solution architectures and data models to support promotions, dayparting, localization, and complex scheduling logic
Leading QA and testing efforts to validate content accuracy, system behavior, and data integrity prior to release
Acting as a SME for the in-house CMS platform, proposing, prioritizing, and shaping feature enhancements based on client needs, global market requirements, and operational constraints
Consulting on global content management best practices and traveling internationally to support on-site implementations
Directly managing global markets including North America, Europe, Latin America, Asia, and Oceania, leveraging Spanish and French language skills
Supporting sales and leadership by delivering executive demos showcasing digital content capabilities
Program management
SKILLS & SUbject Matter
Team Leadership • Portfolio Management • Resource Planning
Roadmapping • SLA Management • Stakeholder reporting
overvieW
I ultimately advanced into a Content Delivery Lead and Portfolio Manager role, where I led international teams responsible for delivering digital merchandising programs across QSR, retail, and entertainment clients. In this role, I partnered closely with engineering leadership to scale delivery, formalize processes, and ensure consistent execution across a growing client portfolio.
My work included:
Managing and mentoring teams of 20+ developers, QA analysts, and campaign managers across international regions
Orchestrating digital merchandising delivery for blue-chip clients including McDonald’s, Chick-fil-A, Whataburger, Pepsi (Gatorade), Merlin (LEGOLAND), Dunkin’, Starbucks, and others
Leading Agile ceremonies, sprint planning, backlog management, and delivery reporting for global teams
Creating client roadmaps, timelines, and delivery plans while tracking estimates, actuals, and resource constraints
Enhancing cross-team handoffs and operational workflows using Salesforce, SmartSheet, and JIRA
Contributing subject-matter expertise to SOWs, RFPs, and MSAs, supporting sales and leadership initiatives
Building Team Culture, On and Off the Field
Alongside my formal role at Coates Group, I took initiative to build a strong, connected culture within the U.S. startup office during a period of rapid growth. I founded and managed multiple rec league seasons across 5+ sports, launched an annual awards ceremony known as The Coatesys inspired by the ESPYs, and shared updates during weekly all-hands meetings to foster connection, engagement, and shared momentum across workplace teams. What began as competitive fun evolved into lasting traditions that strengthened relationships, broke down silos, and helped define the office’s culture, informally earning me the nickname “Coach” across the office.
Soccer CELEBRATIONS
Coatesys Award Ceremony Night
kickball (toilet bowl) Champions
From the team
Across multiple roles at Coates Group, I helped build and scale the operational backbone that powered digital menu experiences for some of the world’s most recognizable brands. By bridging physical infrastructure, content architecture, and program delivery, this work enabled reliable global execution, supported increasingly sophisticated marketing strategies, and laid the foundation for many of the large-scale QSR transformations that followed.