The Global Feeds:
How We Turned a Market Shift into Millions
The Opportunity
Paramount's international streaming platforms had a once-in-a-generation opportunity. As audiences rapidly shifted from cable to streaming, we could redesign global operations — moving from separate regional systems to a streamlined, scalable model built for the streaming era.
The legacy regionalized approach had served us well, but we could now consolidate workflows, create consistent user experiences, and dramatically improve efficiency. The challenge was transforming operations across multiple regions without compromising user experience or disrupting ad revenue.
What I did…
I joined a cross-functional team spanning engineering, content, creative, legal, and finance to solve this complex puzzle.
My role focused on prototyping a solution that layered multiple language tracks over a single video stream instead of creating separate versions for each market. While conceptually straightforward, the operational logistics were substantial.
I took a phased approach: selecting low-risk markets to validate the concept, establishing realistic timelines, and designing a 4-year roadmap to systematically merge regions. We started with simpler markets and scaled to the most complex.
Bonus job! After proving the concept worked, I identified a critical gap: no one was managing the localization and creative operations needed to sustain and expand this model. I stepped forward to lead this work, and given the early results I'd delivered, leadership supported me in building this function from the ground up.
The Results
We streamlined 115 separate regional feeds into just 18 "mother" feeds, making management exponentially more efficient. We designed an optimization blueprint and defined a playbook that is still used at Paramount today.
This transformation delivered 7-figure savings, preserved all ad sales revenue, and created opportunities for expansion into new markets without traditional cost barriers. The centralized operations model also ensured consistent, high-quality user experiences across all regions.
