2020 DOTCOM REBRANDING PROJECT
DISCLAIMER:
The projects showcased in this portfolio are based on actual case scenarios from my professional experience. However, specific details, including company names, project names, and any identifiable information, have been modified to maintain confidentiality and comply with non-disclosure agreements. These projects have been reconstructed with altered data and scenarios to demonstrate my strategic and operational capabilities without revealing proprietary or sensitive information. The methods, processes, and results discussed are presented in a generalized format to illustrate my skills and approach to complex challenges.
PROJECT OVERVIEW
Company X has a substantial operational footprint spanning 55 locations worldwide, the company is well-positioned to drive strategic business decisions that resonate globally. Recently, Company X underwent a significant transformation. This change prompted a strategic pivot from a conventional business unit model to a unified, customer-first approach. This transition was not merely structural but also necessitated a complete overhaul of Company X’s digital strategy, starting with its most crucial lead-generating asset—its websites.
MY ROLE
Design the solution strategy for the rebranding of the digital footprint of company X, provide technical leadership, coordinate cross-functional teams, manage risks, and ensure the successful delivery of a high-quality user experience that aligns with the rebranding objectives.
Key contributions included:
Project Planning
Detailed planning for rebranding and migration, setting the project scope, and initial schedule.
Team Coordination
Working with in-house and outsourced teams across strategy, development, production, and quality assurance.
Strategy Development
Establishment of a hybrid project management approach, dividing the project into phases with specific milestones.
01. About The Project
OBJECTIVES
The primary objective of this strategic shift was to align Company X’s digital presence with its new brand identity, thereby enhancing its ability to drive global business growth. The focus was on transforming the web experience to reflect a more integrated and user-centric approach, ensuring that all digital interactions support the company’s broader business goals and customer-first strategy.
Why This Matters
For Company X, updating the digital strategy was crucial to maintaining competitiveness in the rapidly evolving market research industry. The new centralized approach aimed to consolidate digital assets, reduce operational complexities, and improve the overall user experience on their websites. This strategic update was essential for enhancing customer engagement and driving more efficient lead generation and conversion on a global scale.
Criteria
- Refresh and Unify Digital Presence: Launch a consolidated website that reflects the new brand identity across all 55 markets within three months.
- Functionality Overhaul: Replace existing functionalities to meet the new business requirements better and enhance user interaction.
- Content Strategy and Migration: Rethink the website’s structure to integrate relevant content from the previous individual sites and ensure it aligns with the new strategic goals.
02. Project Planning
INITIAL STATE
- Outdated Brand Representation: 55 websites featuring old branding.
- Fragmented Content Experience: Decentralized content management practices resulted in decentralized content management practices, which required more consistent and cohesive content across the platform.
- Ineffective Lead Management: Fragmented lead allocation strategy without proper tracking mechanisms.
- Technical Debt: Due to the extensive scale and complexity of the multisite architecture, significant technical debt accumulated impacting site performance and scalability.