The Problem: One million volunteers applied. Forty thousand in Toronto. Three thousand positions. In three weeks, we needed to interview 6,500 candidates and maintain FIFA’s brand standards while making each person feel like they were the most important volunteer in the room.
The scale creates a paradox: consistency is non-negotiable, but scale makes consistency nearly impossible. How do you maintain 10/10 quality when you’re moving 500–600 people per day through the door?
The Insight: Consistency doesn’t come from individual excellence. It comes from systems. Clear checklists, role clarity, visual standards that volunteers can maintain without constant direction, and a leadership presence that sets the tone daily.
What I Did: I designed a 12-touchpoint volunteer journey: from wayfinding outside the building, to check-in, to interview pods, to legacy zones, to send-off. Every moment was a brand moment. Every interaction signaled professionalism, respect, excitement.
Then I built operational infrastructure. Trained 30+ rotating volunteers with role-specific checklists. Created daily shift briefings and debriefs. Established visual standards for signage and brand compliance. Set up hospitality touchpoints (cookies, water, branded collateral) that were restocked daily.
The result: 6,500+ tryouts in 3 weeks, 10/10 operational ratings, zero brand compliance issues, consistently positive feedback. When we transitioned to online tryouts, the operational playbook transferred seamlessly.
Why It Mattered: This shows how to lead operations at global scale. It shows that brand protection and volunteer experience aren’t at odds—they’re the same thing. It shows that operations, when done right, is a form of storytelling. Every detail you get right tells the story: “We take this seriously. You matter. You’re part of something bigger.”
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