Case Study: Agile Project Management In A Global FMCG Marketing Team
DOI:
https://doi.org/10.29284/ijasis.12.1s.2026.46-57Keywords:
Agile Project Management, Marketing Teams, Collaboration, Scrum, Kanban, Customer Value, Customer lifetime value, ROI.Abstract
This research study examines how Agile Project Management (APM) enhances collaboration within marketing teams in dynamic markets. Traditional project management methods are rigid and often create silos (a lack of communication and collaboration between different departments, teams, or individuals within an organization) that slow down campaign execution. In contrast, Agile provides flexibility, adaptability, and faster response to changing customer needs. Frameworks such as Scrum (an agile framework for managing and delivering complex projects, particularly in software development) and Kanban (a visual work management method, originating from Toyota's lean manufacturing, that uses a visual board to track tasks through a process, like "To Do," "Doing," and "Done") enable iterative workflows and greater transparency across teams. Agile encourages cross-functional collaboration among marketing, sales, product, and analytics functions. As a result, campaigns are delivered more quickly, and marketing ROI (Return On Investment) improves significantly.
Customer engagement is also strengthened through continuous feedback and iterative improvements. Evidence from case studies suggests Agile marketing teams deliver campaigns up to 30% faster than traditional teams. However, challenges such as cultural resistance, lack of training, and scaling Agile across organisations remain. Overall, Agile Project Management plays a crucial role in building collaborative marketing teams and creating customer value in highly competitive brands and industries.
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This work is licensed under a Creative Commons Attribution 4.0 International License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
