The Reality of Creative Ops Inside a $10B Company with Santiago Gonzalez | ML Stories
After building an internal agency and navigating a full restructure, Santiago Gonzalez is back at Wayfair — this time acting as the bridge between production, creative ops, and go-to-market teams.
In this episode, Santiago breaks down what it takes to run Post Production as a key driver in Creative Operations inside a company the size of Wayfair: from aligning multiple marketing streams to supporting fast execution across channels like audio advertising, paid social, and B2B. He talks candidly about what happens when creative ops sit between performance pressure and long-term brand thinking — and why that tension is unavoidable.
If you’re operating inside an in-house creative team, managing agency relationships, or trying to scale creative ops in a complex marketing organisation, this conversation is a real look at how it actually works inside a global business.
