Overview #
Every successful project requires clarity around who is responsible for what, how decisions are made, and where to escalate when issues arise. At Shopstars, we use a structured model that defines roles for both our team and our clients. This ensures there is no duplication of effort, no gaps in accountability, and no confusion when urgent matters need attention.
This article outlines each role in detail and provides guidance on how escalation works at every stage of a project. Clients should treat this as the definitive reference when considering responsibilities or when deciding how to address an issue.
Client Responsibilities #
Clients play an active role in the project lifecycle. Without timely input and approvals, progress can stall, so these responsibilities are critical:
- Business Direction: Clearly communicate goals, priorities, and desired outcomes. If priorities shift, inform the Project Manager immediately.
- Assets and Information: Provide logos, brand guidelines, product data, and any other required assets. Data should be accurate, properly formatted, and delivered on time.
- Approvals: Review and approve milestones through Basecamp. Delays in approvals may extend project timelines.
- Internal Coordination: Ensure decision makers within your team are available when needed. Identify a single point of contact to reduce conflicting instructions.
Shopstars Project Manager #
The Project Manager is the primary liaison between Shopstars and the client. This role exists to create clarity, eliminate surprises, and ensure accountability. Responsibilities include:
- Building and maintaining the project plan and milestone schedule
- Monitoring progress and publishing weekly status updates in Basecamp
- Identifying risks early and coordinating mitigation strategies
- Managing scope changes, documenting them, and confirming client approval
- Serving as the escalation point for concerns around deadlines, deliverables, or communication
Developers #
Our developers are responsible for building, migrating, and integrating your store’s technical foundation. This includes:
- Developing custom Shopify themes with modular sections and app embeds
- Building private or public apps to meet unique requirements
- Implementing integrations with ERPs, CRMs, or logistics providers
- Following version control standards and committing code to Git repositories
- Performing technical QA prior to client review
Developers do not handle client approvals directly. All requests and approvals must be routed through the Project Manager to maintain control and documentation.
Designers #
Designers ensure your store is both visually aligned with your brand and optimized for user experience. Their responsibilities include:
- Creating mockups and design systems in Figma or other approved tools
- Translating brand guidelines into store-ready layouts and components
- Collaborating with developers for a seamless handoff of design assets
- Conducting design QA to confirm fidelity between mockups and live builds
Design decisions must be approved by the client in Basecamp before being implemented.
Ad Strategists #
For clients who engage us in growth or advertising work, ad strategists are responsible for:
- Planning campaign structures across Meta, Google, TikTok, or other platforms
- Setting up tracking pixels and verifying accurate event data
- Running A/B tests and optimizing creative performance
- Reporting results on a weekly or monthly cadence as agreed
Advertising work is coordinated alongside development, but campaign sign-off requires client approval through Basecamp.
Escalation Paths #
When issues arise, escalation ensures they are resolved quickly without derailing the project.
Urgent technical issues
- Post immediately in the dedicated Slack channel
- Tag the Project Manager for awareness
- Expected response time: within hours during business days
Scope, budget, or timeline concerns
- Raise in Basecamp under a dedicated thread
- The Project Manager documents the concern, assesses impact, and proposes options
- Leadership is consulted if contractual changes are required
Strategic or contractual issues
- Escalate directly to Shopstars leadership through a scheduled call or email
- Reserved for major concerns such as misalignment of goals, resource allocation, or unresolved disputes
Key Principles #
- Every task has a clear owner; nothing should ever feel “unassigned”
- Communication must follow the documented channels to maintain traceability
- Escalation is not a last resort—it is a proactive tool to keep projects moving
