ENTERPRISE DTC ARCHITECTURE
Built a global template system powering scalable digtital experiences across P&G brands.
Defined and deployed a flexible design and front-end system enabling teams to create, launch, and scale digital experiences with speed and consistency
Key Outcomes:
- Enabled scalable deployment across global brand teams
- Reduced dependency on external development and design
- Accelerated time-to-launch across markets
- Standardized UX and design across enterprise platforms
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The Starting Point
P&G’s digital ecosystem spanned multiple brands, regions, and teams, but lacked a unified system to support scalable execution.
Experiences were built independently, resulting in inconsistent UX, duplicated effort, and inefficient production workflows. The organization had the scale, but not the system to support it.
PROBLEM
The organization lacked a centralized framework for building and managing digital experiences at scale.
Teams relied on custom builds across brands and regions, leading to inconsistent UX patterns, fragmented design systems, and increased development overhead. Without a shared structure for templates, components, or front-end architecture, execution was slow, difficult to maintain, and heavily dependent on external support.
FOUNDATION & FRAMEWORK
Defined the foundation for a global, reusable platform system.
- Established global UX and design standards across brands
- Built modular templates and component systems
- Defined flexible front-end architecture for reuse and scalability
- Designed for deployment across multiple brands and markets
- Enabled internal ownership and long-term system evolution
APPROACH
- Standardized UX and design patterns across enterprise platforms
- Built a flexible template system supporting multiple use cases
- Aligned workflows across design, development, and content teams
- Enabled deployment across regions and brand teams
- Iterated through real-world implementation and adoption
SOLUTION
Defined and implemented a global template and design system powering scalable digital experiences across P&G brands.
- Built a flexible template framework adaptable across brands
- Created reusable design and front-end components
- Standardized UX patterns across global digital experiences
- Enabled teams to build, launch, and manage platforms internally
- Reduced reliance on custom builds and external partners
PLATFORM EXECUTION
Delivered a system designed for real-world use across global teams.
- Implemented templates across multiple brands and regions
- Ensured consistency across UX, design, and functionality
- Partnered with product and engineering to support system rollout
- Balanced global standards with local flexibility
- Maintained system integrity while enabling broad adoption
SYSTEM & SCALE
Built the infrastructure enabling global scale.
- Enabled rapid deployment across brands and markets
- Created a system supporting ongoing expansion and iteration
- Improved efficiency across design, development, and content teams
- Reduced duplication and increased cross-functional alignment
- Established a scalable foundation for enterprise-wide adoption
Results
Delivered impact across scalability, efficiency, and consistency.
- Enabled scalable deployment across global brand ecosystems
- Accelerated time-to-market across regions
- Reduced reliance on external development and design
- Increased consistency across enterprise digital experiences
- Empowered teams with internal ownership and flexibility
ENTERPRISE ALIGNMENT
From Brand Silos to Shared Systems
Identified structural fragmentation across Braun, Venus, Gillette, and The Art of Shaving DTC platforms and pushed for unified architecture to reduce redundancy and increase scalability.
PLATFORM TEMPLATIZATION
One Framework. Multiple Brands.
Championed harmonized site structures, navigation logic, and PDP frameworks that preserved brand identity while standardizing core functionality.
TEMPLATIZATION STRATEGY
Modular by Design.
Led early efforts to templatize homepage layouts, content blocks, and component libraries to accelerate deployment and improve governance.
P&G: OneGrooming
Enterprise UX/UI and digital experience leadership across P&G brands, including Gillette, Venus, and Braun, delivering scalable platforms and brand-consistent design systems.
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- Gillette Global Template
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- The Art of Shaving redesign
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- GilletteLabs Bugatti Collab
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- Braun Harmonia Release
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- BAPE Collab
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- GilletteLabs Bugatti Ad
CROSS-BRAND INFLUENCE
Ecosystem Thinking.
Drove alignment across brand and technical teams, shifting the model from independent builds to shared infrastructure and best practices.
OPERATIONAL EFFICENCY
Speed Through Structure.
Reduced duplicated development, improved consistency across consumer journeys, and enabled faster iteration cycles across DTC environments.
SCALABLE DESIGN FUNCTION
Built to Grow.
Established foundational systems that supported long-term DTC governance, performance optimization, and cross-brand expansion.
Portfolio
A curated selection of work across creative direction, UX/UI design, and digital strategy.
Putting the art back into The Art of Shaving
Rebuilding a heritage grooming brand through digital transformation, cohesive brand systems, and performance-driven creative execution.