Creative drives up to 47% of campaign performance, yet most MarTech stacks are built without it in mind. The result? Broken workflows, misaligned teams, and underperforming campaigns hiding in plain sight inside your systems. In this keynote, Jaimie reframes creative as an operations and infrastructure challenge, not a design one. She’ll show how leading teams are rebuilding creative workflows as a core layer of their MarTech stack to unlock performance, efficiency, and scale, just in time for 2026 planning. You’ll learn her proven, data-driven framework for turning creative into a measurable growth driver: 1. The alignment system: How she fixed OPI’s creative-to-marketing disconnect during a downturn, embedding creative into the operating model and driving 150% growth leading to a $1B acquisition 2. The in-house operations model: How she removed STARZ’s reliance on external agencies by building scalable, high-performing creative operations within the MarTech ecosystem 3. The human + AI workflow: How to integrate AI as a strategic layer in your creative operations, enabling faster decision-making, stronger performance insights, and scalable output without burning out teams