Custom Airtable App (Moniify)

Moniify was a product-led media startup targeting Zillennials interested in building financial independence. Among its portfolio, Moniify Creators stood out for its scale, commissioning twelve creators who delivered ≈240 assets per month across five agency pipelines. Integrating creators directly into editorial production was a new model for business media, creating two core challenges for the product's small 3.5-person editorial team.

Challenge 1: Volume & Fragmentation

Each agency partner used their own spreadsheets and chat threads to manage production, causing lost approvals, conflicting versions, and difficulty tracking progress. Unlike Moniify's other products (which used one partner each), Creators demanded enterprise-level workflow infrastructure—but engineering resources were extremely limited.

Challenge 2: Confidentiality & Access Control

Every agency and creator operated under separate agreements. The system needed to restrict partners to only their own work, while giving the internal editorial team edit access across all pipelines and leadership read-only visibility.

Tool Context

Airtable had been adopted company-wide as the project-management tool, but most teams used it like a spreadsheet.

Moniify Creators required a database, a workflow engine, and tiered interfaces: all in one.

System Design & Build

I mapped the entire editorial workflow end-to-end — from idea submission and script review to final delivery — to identify dependencies, repetitive steps, and common failure points.

Main tables:

• Content Ideas (source record referenced across all stages)
• Production Deliverables
• Publishing

Sample of auxiliary tables:

• Teams
• Content Categories
• Creators

Together, these relationships enabled dynamic fields, lookup and rollup, that pulled and displayed key data across the system, eliminating duplication and creating a single source of truth.

Automations

Using Airtable's native tools, I built rule-based triggers that:

• Generated new records based on approvals
• Notified teams when ideas and deliverables were ready
• Pushed the projects to the next workflow stage

Interfaces

I created three experience layers:

• Editorial Interface — for daily content management
• Leadership Dashboard — high-level progress across all pipelines
• Agency Interfaces — five partner-specific views with conditional access and edit permissions.

Rollout & Adoption

After internal testing with the editorial team, the system was rolled out to agency partners. I onboarded users through short training sessions, and refined automation dependencies based on early feedback.

Taking Ownership Under Constraints

With only a remote, part-time Airtable consultant available, I independently determined what the system needed to do (the jobs to be done) and how to make it possible in Airtable.

Through documentation, experimentation, and ChatGPT-assisted troubleshooting, I uncovered Airtable's app-building capabilities as I went, designing, debugging, and scaling the system myself.

Workflow Efficiency

• Automated 10K+ handoffs/year across 700+ workflows
• Turned multi-hour coordination tasks into near-instant updates

Adoption & Usage

• Used daily by all five agency pipelines (~20 external partners)
• Used daily by the product's editorial team (3.5 head-count)
• Used weekly by ~10 internal stakeholders (leadership & cross-functional team leads)

Operational Visibility

• Replaced spreadsheets, chats, and ad hoc updates with one source of truth
• Provided multi-level access and visibility to editorial, leadership, cross-functional, and external agency teams

Standardization & Governance

• Introduced consistent structures for naming, statuses, approvals, and deliverable logic
• Enabled predictable, scalable production at startup speed