CMS Component Library & Marketing Enablement Platform
Enabled merchandisers and marketers to assemble sophisticated campaign pages from curated components, eliminating engineering bottlenecks while maintaining design consistency and brand standards.
Technologies
Challenge:
Marketing and merchandising teams needed to launch diverse campaigns quickly, but every new page type required engineering support. The existing CMS components were either too rigid or too complex. We needed:
- A library of flexible, reusable components for various campaign types
- Support for rich media (video, interactive tools)
- An intuitive authoring experience for non-technical users
- Design consistency across all marketing experiences
- Reduced engineering dependencies for campaign launches
Approach:
Component 1: Disruptor Tile
- Collaborated with merchandising to build a flexible promotional module they could insert into product listing pages to 'disrupt' the grid with special promotions or callouts
- Supported multiple layouts, CTAs, imagery and video options options, dynamic ordering of disruptor and product tiles in PLPs, and promotional treatments
- Created components and adjusted PLP logic to support this feature
Component 2: Guided Selling Tool (GST)
- Fixed critical architecture and styling issues in the legacy GST, especially around mobile, which had previously blocked merchandisers from using it
- Improved customer engagement and conversion giving customers access to drill down category and refinement options.
Component 3: Video Component System
- Developed a flexible video component supporting multiple video sources and layouts
- Created a banner variation for hero-style video placements
- Implemented lazy loading, accessibility features, and responsive design
- Enabled rich storytelling content without engineering support
Skills Demonstrated:
- Cross-functional collaboration with merchandising, product, and design
- Component-driven development and design system thinking
- Building interactive user experiences (GST)
- Media handling and performance optimization (video)
- Translating business needs into technical solutions
- Documentation and team enablement
Impact:
- Reduced campaign launch time by eliminating engineering dependencies
- Enabled marketing team to independently assemble pages from curated components
- GST increased customer engagement through personalized product discovery
- Video components enriched brand storytelling capabilities
- Maintained design consistency while allowing creative flexibility