Case study

Coordinating multi-team marketing operations for a global accessibility event

On-going | Marketing Co-Lead

WordPress ecosystem

Cross-functional coordination

Stakeholder management

Workflow optimization

Change management

Multiple

teams coordinated

years as an organizer

Multiple

content type under QA

Summary: When ten volunteer teams are sprinkled across the globe, alignment doesn’t happen by itself.

What was happening

WordPress Accessibility Day has been running for five years and growing steadily the whole time. What started as a volunteer-run event has matured into a well-oiled global operation, with ten teams — content, web, social, sponsorship, speakers, and more — spread across time zones and working asynchronously. The event functions well. The challenge isn’t fixing something broken; it’s keeping pace with the growth. New roles are opening up to match the expanding scope, and with more people joining each cycle, the coordination layer needs to keep up. More teams, more handovers, more to document, more to align — all while maintaining the quality and consistency the event has earned over five years.

What I did

Came to the role as an organiser first, and when the opportunity to co-lead on marketing came up, took it. Working alongside the other co-leads, the focus has been on keeping information moving — making sure what one team knows reaches the teams that need it, and that deadlines stay visible across time zones and async workflows. Part of that is QA: reviewing articles, web pages, and marketing materials before they go out, keeping the standard consistent across every channel. This year the work has shifted toward process documentation — writing down how the coordination actually runs, so the knowledge travels with the event as it grows and new people come in. It’s the kind of work that makes the next cycle a little easier than the last.

What changed

Ten teams across multiple continents stayed aligned and on deadline across five consecutive event cycles.
Sponsors received consistent, high-quality visibility that strengthened ongoing partnerships.
A coordination framework reduced volunteer onboarding friction and preserved institutional knowledge from year to year.
Coordinating access and inclusion on a global stage, run entirely by volunteers, felt like work that genuinely mattered.

Reflective: Coordination looks invisible when it works. That’s exactly the point.

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