Shopify
Shopify organized a cross-company program to prepare its platform for Black Friday and Cyber Monday (BFCM), coordinating more than 2,500 people responsible for over 1,000 deploys across services. Engineering Program Managers absorbed administrative, communication, and reporting work so BFCM leads could focus on technical challenges, while departmental champions assigned preparation tasks. Preparation covered maintenance, game days, load tests, capacity increases, weekly tracking, and a Caution Tape bot requiring risk-to-value assessments for pull requests in critical areas. Deploys were slowed through smaller batches, longer canaries, and a planned weeklong lock while communication used Slack, GitHub, documentation, presentations, emails, and office hours. The effort coincided with $5.1+ billion in BFCM sales and load testing plus resource scaling paid off, but developer productivity declined amid inconsistent messaging; future plans called for a more balanced approach, automation, and reusable communication templates.