Website & CMS systems

Content infrastructure for demand generation in 12 markets: FAQs, resources, legal docs, case studies and competitor comparisons.

Role: Program manager and project manager
TEAM: 1 team, 7-8 developers (front-end and PHP) with QA, UX and design experts, and data analysts; legal, marketing and customer success as stakeholders and SMEs

Goal

Build a state-of-the-art website that actively supports demand generation and acquisition in 12 markets: content systems that marketing and support can run themselves, with experimentation built in rather than bolted on.

Context

Content was spread across tools with inconsistent structure, weak search, and no shared publishing model. Every new hub was a bespoke build, and per-market content work multiplied the cost of each change.

What I did

Treated the website as a product portfolio: separate CMS systems for FAQs and help content, resources, legal documents, case studies and competitor comparisons, each with its own editorial model.
Ran Elasticsearch-backed search and a WordPress-based publishing layer as an integration program across engineering, marketing and legal.
Built experimentation, CRO and content development into the delivery model so pages were measured, not just published.
Coordinated 12-market rollout, reusing the localisation system from the translation panel work.
Managed dependencies and sequencing across multiple content hubs shipping in parallel.

Outcome

Shipped

Shipped. Multiple public content hubs now run on these systems, with search, structured publishing and per-market localisation as standard. Directionally: faster content velocity and a measurable acquisition contribution from organic and comparison content.

Stack & methods