The MMQB

Case Study: Launching The MMQB

Organization: Turner in partnership with Sports Illustrated

Role: Technical Program Manager, Digital Platforms

Timeframe: 2014

 Overview

The MMQB (Monday Morning Quarterback) was launched as a dedicated digital NFL destination for Sports Illustrated, expanding a highly regarded weekly column into a daily, always-on content platform. The initiative required close collaboration between Turner Sports and Sports Illustrated to deliver a scalable, high-traffic digital experience aligned with the NFL season.

As Technical Program Manager, I led the digital delivery effort at Turner, coordinating cross-functional teams to ensure platform readiness, stakeholder alignment, and a successful on-time launch.

 Business Objective

• Transform The MMQB from a single editorial column into a standalone digital destination
• Support high-frequency publishing during the NFL season
• Deliver a scalable platform capable of handling peak traffic events
• Align editorial, technology, and advertising requirements across Turner and SI
  

Program Complexity

This was a multi-stakeholder, time-bound media launch with several constraints:

• Fixed launch window aligned to the NFL calendar
• Multiple organizations (Turner + Sports Illustrated) with distinct priorities
• Enterprise CMS and publishing workflows supporting daily editorial output
• Advertising and monetization considerations built into the platform
• High expectations for performance, reliability, and brand presentation

My Role & Responsibilities

As Technical Program Manager, I owned end-to-end program execution, including:

• Leading cross-functional delivery across engineering, product, design, QA, editorial, and ad operations
• Managing dependencies between platform capabilities, content workflows, and launch milestones
• Translating editorial and business requirements into executable technical plans
• Driving release planning, risk identification, and issue resolution
• Coordinating launch readiness activities and post-launch stabilization

Execution Approach

1. Planning & Alignment

• Established a clear delivery roadmap aligned to editorial and NFL season timelines
• Facilitated alignment across Turner and SI stakeholders on scope, priorities, and success criteria

2. Platform & Workflow Readiness

• Ensured CMS workflows supported daily publishing, long-form features, and multimedia content
• Coordinated front-end and backend teams to deliver a performant, responsive experience

3. Risk & Dependency Management

• Identified risks related to launch timing, traffic spikes, and cross-team dependencies
• Implemented mitigation plans to ensure on-time delivery and platform stability

4. Launch & Stabilization

• Led launch coordination and readiness reviews
• Oversaw post-launch monitoring and issue triage to ensure a smooth rollout

Outcomes & Impact

• Successfully launched The MMQB as a dedicated digital NFL platform
• Enabled daily, high-volume editorial publishing during the NFL season
• Delivered a stable, scalable digital experience capable of supporting peak traffic
• Strengthened Turner’s role as a digital operator for major sports media brands
• Established The MMQB as a high-engagement extension of Sports Illustrated’s NFL coverage

Key Skills Demonstrated

• Technical Program Management (Enterprise Media Platforms)
• Cross-Company Stakeholder Leadership
• Editorial & CMS Workflow Integration
• Digital Launch & Release Management
• High-Traffic Event Readiness
• Risk, Dependency, and Timeline Management