SoHo Shuffle Recap: Structuring Teams & Tech for What’s Next

WRITTEN BY: KATE MACCABE

As part of NY Tech Week, Flywheel Strategy was honored to host Proxima’s inaugural SoHo Shuffle, with Hello There Collective at the beginning of the month. We  kicked off the morning with a roundtable breakfast in SoHo — bringing together operators, marketers, and founders for a high-impact session on designing modern teams and technology systems for what’s next.

In “Growth by Design: Structuring Teams & Tech for What’s Next,” I  led a packed conversation around how scaling brands can better align their people, processes, and platforms. In true shuffle form, I was joined by Jesse Rubinstein, founder of Hello There Collective, who hosted a companion discussion on defining TikTok strategy for brand storytelling.

Key Takeaways from the Flywheel Strategy Roundtable

📊 Real-time poll results from attendees highlighted widespread gaps in org visibility and systems design:

• 47% of respondents do not have a technical architecture diagram mapping how their systems connect
• Only 24% said they had a clear, up-to-date tech diagram in place

When it came to team structure and designing modern teams:

• Only 15% review org charts monthly
• 30% do so on an ad hoc basis
• A surprising 10% say they never do it at all

These data points underscore a clear need: businesses are scaling without the foundational clarity they need to operate effectively.

Organizational Design in Practice

I shared a sample organizational model from Flywheel’s recent work, which includes roles across digital product, engineering, UX, analytics, and digital operations. The model intentionally leaves out the marketing function to focus on product and tech alignment — a frequent source of bottlenecks in DTC and omnichannel brands.

🧩 Common gaps identified:

• Product managers functioning without a clear feedback loop with data teams
• Digital ops leads often under-resourced or siloed from product and analytics
• The framework emphasized cross-functional planning, data-literate product development, and scalable role clarity as critical inputs to a modern growth engine.

What’s Next: Designing Modern Teams and Tech

If your team doesn’t know how your systems  talk to each other — or if your org chart is relegated to an “HR-only” resource — now’s the time to get intentional.

Want to join upcoming events with industry experts? Follow Flywheel Strategy and LinkedIn and Instagram to stay in the loop on in-person and virtual knowledge shares.

For tailored support on team structure, tech stack clarity, or operational growth planning, connect with me to design teams and technology that make your future initiatives a reality.