Audience-First Web Strategy

As VP of Marketing, Digital Experience and Design, I led a company-wide initiative to overhaul EBSCO’s digital presence. The goal: consolidate dozens of standalone product sites into a cohesive, audience-focused experience that could support global growth.

Problem

EBSCO’s digital ecosystem had become bloated and fragmented. Individual product teams had their own marketing sites, leading to brand inconsistency, redundant content, and a confusing experience for customers and prospects. The site structure was product-first, not user-first, making it difficult for prospects to understand what EBSCO offered or how solutions fit together.

Solution

Flesh out the company’s core marketing site as a centralized, audience-driven experience, while bringing all standalone product marketing sites into a unified platform, translated and localized for global markets.

Execution

  • Created a new web architecture based on customer needs and audience segmentation, rather than product lines

  • Partnered with regional teams to translate and localize content into 15+ languages

  • Consolidated dozens of free-standing product sites into a single, brand-consistent global platform

  • Designed modular templates and scalable content systems to support future launches

  • Led internal alignment across marketing, product, and sales to ensure messaging and structure met business goals

  • Switched hosting providers to bolster security, customer support, and save significant money

Results

  • Rolled out a unified web experience across global markets, significantly improving consistency and usability
  • Streamlined site management and improved operational efficiency by sunsetting dozens of siloed sites
  • Increased engagement across key pages by organizing content around user needs
  • Strengthened the company’s brand presence across regions and verticals
  • Built a marketing platform that could scale with future acquisitions and global expansion