Work

Ruggable's content tooling couldn't keep up with the needs of the business. Every navigation, landing page, or promotional change required engineering time; the Content and Marketing teams were dependent on dev cycles for changes that should have taken minutes. Worse, the existing personalization tool was custom-built and brittle: it broke often, required developer support to update, and made personalization more expensive to ship than to skip.

I led the multi-phase strategy to fix it: a proof of concept for Black Friday 2022, a CMS migration covering 90% of website controls, and a personalization re-platform that turned the slowest, most fragile part of the stack into a high-ROI lever on the site.

Read Contentful's case study on this work.

Decouple content management and personalization from engineering — without disrupting Black Friday, without losing existing site functionality, and without committing the company to a platform that hadn't been proven for our use case.

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  Built a proof of concept landing page builder with a small library of modular components in Contentful to enable the Content team to assemble landing pages without dev support.

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  Used Contentful's Launch app to schedule promotion-tied content for precise publication times, eliminating the 'push code on Black Friday morning' risk that had haunted prior years.

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  Validated the CMS through the busiest sales days of the year, strengthening the case for the headless website migration.

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  Drove migration of ~90% of the website controls to Contentful, structuring the content model around composability—modules built once, reused across landing pages, PDPs, PLPs, and more.

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  Re-platformed personalization by replacing a brittle custom tool with Contentful Personalization. Targeted the highest-leverage surfaces first: paid-ad-driven hero banners (audience match) and email-campaign-driven homepage products (intent match).

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  Scaled personalization infrastructure to target high-usage components on every page of the storefront.

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  Built out a living documentation library for ongoing team support.

0 downtime, 0 bugs during the Black Friday period. The full migration unlocked 25% conversion lift on email-personalized homepage experiences and 7x CTR on ad-personalized hero banners. Content and Marketing teams went from blocked-on-engineering to self-serve.

There's a serious opportunity cost to looping in engineers on regular content and personalization changes—in speed, in friction, and in the bigger problems they're not working on instead.

Making content and personalization self-serve solves all three at once: engineers go back to higher-leverage technical work, content and marketing teams get the autonomy to move (with guidance), and everyone delivers and learns faster because there are no more bottlenecks.