Case Study: PashaPay

PashaPay & Asana: A Smarter Way to Manage Marketing Workflows

About the Company

PashaPay – a leading fintech company in Azerbaijan, offering secure and user-friendly digital payment solutions. The company’s core mission is to enhance financial services, enabling users to manage their funds effortlessly from anywhere, at any time. PashaPay actively promotes financial literacy and broadens access to modern digital tools, including instant transfers, cashback, and versatile payment services.

Challenges

Before switching to Asana, PashaPay’s marketing team used Jira for task management. However, Jira—built primarily for development teams—didn’t align with the dynamic needs of marketing. Managing deadlines, coordinating projects, and tracking changes required more flexibility than Jira could offer. As a result, structuring tasks, organizing workflows, and keeping processes in sync became a challenge.

Another major issue was scattered communication. Task discussions were scattered across different messaging apps, files were stored in multiple locations, and key details often got lost. This lack of cohesion led to inconsistencies, delays, and made it harder to oversee projects. It became clear that the team needed a solution that not only streamlined project management but also brought everything into a single, collaborative workspace.

Solution

The decision to switch to Asana came after several employees shared positive experiences with the platform. With Cloudfresh’s support, the team was able to:

• Establish a structured project management system where every task and marketing initiative is now organized within clear, intuitive boards.
• Implement automation to streamline task prioritization and status updates, reducing manual effort.
• Create a unified workspace for the marketing team and external contractors, making collaboration with designers, copywriters, and video production teams more efficient.
• Improve deadline tracking and workload management with task timelines and project portfolios—especially valuable for long-term marketing planning.

Results

After implementing Asana, PashaPay’s marketing team saw major improvements in workflow organization:

✅ Centralized task management – Every project is now managed in one place, eliminating the need for third-party tools.

✅ Clear workflow structure – The marketing team and external contractors collaborate in a shared workspace, reducing information loss.

✅ Optimized workload distribution – Transparent task assignments make it easier to balance workloads and adjust priorities.

✅ Increased efficiency and accountability – The team adopted the rule: “If a task isn’t in Asana, it doesn’t exist,” ensuring all work is documented and tracked.

✅ Access to historical data – Past projects and tasks can be reviewed anytime, allowing the team to refine strategies and apply successful solutions to future campaigns.

Cloudfresh Role 

Cloudfresh played a key role in the successful adoption of Asana at PashaPay. Their specialists helped tailor the platform to the company’s business processes by analyzing existing workflows and designing a structured approach to project management. This ensured that the system aligned with the team’s specific needs while also automating routine tasks.

Employee training was another key focus. Cloudfresh provided hands-on guidance, enabling the team to quickly master Asana’s features and integrate them into daily operations. As a result, the marketing team not only became proficient with the platform but also improved collaboration with contractors, streamlined priority management, and gained better control over deadlines.