Managing Multi-Location Marketing with Brand Consistency
Victor Dellorto, founder and CEO of Deskfy, explains how to centralize workflows and creative briefs across hundreds of retail locations.
In an interview on Marketing - The Podcast, Victor Dellorto discusses the challenges of brand governance across retail chains, franchises, and distributors. Dellorto explains how centralized workflows and structured briefs replace operational improvisation.
Victor Dellorto, founder and CEO of Deskfy, spoke with Bruno Gimenes on Marketing - The Podcast about the operational hurdles that arise when campaign execution depends on distributed partners, such as franchisees, store owners, and distributors. The excerpt is part of a broader conversation on decentralization and brand management.
In the video above, Dellorto demonstrates how the platform organizes routines for teams tasked with serving hundreds of channels simultaneously without overwhelming internal staff.
The complexity of multi-location marketing
For Dellorto, brand management becomes critical when execution is no longer centralized. "We have software that helps marketing teams become more efficient and less operational," he says. He highlights the common disconnect between team size and the volume of supported locations: "It's not uncommon to find marketing teams of four people managing a brand strategy for 700 points of sale."
When headquarters fails to provide the right framework, operations tend to spill into informal channels. Dellorto emphasizes that the fix requires eliminating silos and generic tools: "Improvisation, wondering where a file is, who requested what, using WhatsApp groups as a workspace—that’s a thing of the past."
Unified visibility and data
Beyond streamlining requests, centralization enables tracking the actual performance of the entire network at scale. Dellorto explains that gaining visibility into local digital footprints transforms decision-making at headquarters.
"With Deskfy, you can connect 700 Instagram accounts into a single dashboard. From there, you start seeing the network's overall reach, combining all followers, and analyzing engagement," says Dellorto. Based on this data, teams can segment insights by region, compare street-front stores with mall units, and measure the brand's total reach.
The Intelbras case study and structured briefs
Citing implementation examples, Dellorto points to Intelbras, whose branding team had to manage demands across seven business units with high product volume. Before standardizing, requests arrived scattered across Excel spreadsheets and generic task management tools.
The solution involved building a conditional creative brief workflow to filter each project's requirements. "It sounds simple, but the brief is the foundation of every project. If you lack clear intent, rich data, and proper detail upfront, the entire process goes off track," Dellorto explains. By aligning processes and approval workflows, the company cut operational friction and freed up capacity for strategic discussions.
For Dellorto, balancing governance with agility is the core challenge for retail brand managers: "You have to accept and match retail speed, which is critical for point-of-sale conversions. At the same time, you need brand consistency—you cannot compromise."