Wayfair / CONTENT OPERATIONS
Writing the script for Wayfair’s first Global Content Operations team.
GLOBAL REBRAND × CMS MIGRATION
Wayfair’s corporate sites lived across three CMS platforms. Routine publishing could take weeks because every update depended on engineering.
The CEO wanted one cohesive experience across About, Careers, and Investor Relations. I worked directly with the executive team to migrate to a new platform and build the governance, workflows, templates, and publishing model that brought it to life.
This work turned a fragmented CMS ecosystem into a self-service publishing system that cut wait times from weeks to minutes.
01 / SEE
Twenty-six teams. Three markets. No shared publishing model.
Content owners depended on engineering to make routine updates.
Corporate storytelling lagged behind reality and the brand reputation was at stake.
BEFORE: three disconnected platformS
AFTER: one UNIFIED publishing SYSTEM & Brand Identity
02 / SHAPE
Make publishing possible without engineering.
The answer was a new site and a new way of working.
I designed the content operating model around the people who would have to use it.
Clear ownership. Reusable templates. Publishing standards. Documentation. Governance. Localization. Analytics dashboards. Prototyping sessions. Training. A path from request to release.
03 / TEST
The model had to work across brand, communications, legal, HR, investor relations, localization, engineering, and executive leadership.
Every team spoke a different language. My job was to create a shared language and a system to make it visible while the work was in motion.
"The driving force behind the implementation. Her collaboration style has been the key to getting so much done in a tight timeframe."
— Jane Carpenter, Head of Global Communications, Wayfair
"The glue that held this project together. Not only is she managing the platform and the system amazingly, but also the roughly one thousand stakeholders. She's one of a kind and it's a pleasure I get to work so closely with her."
— AJ Rebecchi, Head of Creative, Global Employer Branding, Wayfair
04 / SHIP
26 teams. 75+ stakeholders. 62 pages. 23 landing pages. 3 markets. 8 months.
A governed, self-service publishing model reduced routine publishing turnaround from weeks to minutes.
05 / SCALE
The launch became a durable standard for global content operations—still in use today.
Next: Writing the script for digital storytelling and shopping.