Salesforce – Ecosystem Replatforming & Tooling Transformation

Summary

I led product strategy and operational systems design for a 3-year transformation of Salesforce’s digital ecosystem, embedded as a strategic partner through Fantasy.

Our goal was to increase lead generation by consolidating 40+ disconnected marketing properties, enabling scalable content creation, and improving cross-functional execution.

My role focused on shaping the platform vision, aligning 25+ stakeholder groups, operationalizing non-technical publishing workflows, and delivering measurable improvements in content velocity, governance, and user engagement.

Key Outcomes

40% faster page creation

enabled by modular authoring tools and reusable templates

36K+ new form submissions

driven by redesigned sales templates and improved content flows

2X increase in traffic

to high-priority product and commerce pages after platform launch

25+ teams unified under shared tooling

streamlining delivery and reducing duplication across design, dev, and marketing

Challenge

Salesforce’s rapid expansion created a fragmented digital footprint across more than 40 standalone web properties, with inconsistent navigation, siloed teams, and no shared tooling for managing content at scale.

Marketing struggled to quickly launch new pages, Engineering faced bottlenecks due to ad hoc requests, and there was no consistent way to preview or QA content before release. The lack of governance, reusable systems, and cross-functional rituals led to slow delivery, duplicated work, and poor user journeys, all of which undercut lead generation goals.

What I Owned

  • Defined the platform vision and aligned 25+ cross-functional stakeholders across Product, UX, Engineering, Marketing, Brand, Accessibility, and Content Strategy

  • Rebuilt the content creation workflow, from request intake to page launch, enabling non-technical users (e.g. PMMs) to publish using the Page Builder system

  • Operationalized tooling in Asana to track delivery progress at both the team and program level

  • Created scalable rituals for page briefing, component feedback, and pre-launch review

  • Conducted a system-wide content inventory that informed the deprecation of 218 legacy pages

  • Presented progress and outcomes weekly to Salesforce senior leadership to maintain strategic alignment and secure buy-in for system-wide adoption

Role & Approach

As an embedded Director of Product, I worked across Salesforce’s Marketing, Brand, UX, Engineering, and Content teams to design the systems that powered the new digital ecosystem.

I led the definition and rollout of Page Builder — a modular authoring platform that enabled faster, self-serve content creation across the organization. I designed the end-to-end delivery model, including reusable templates, non-technical workflows, staging and QA processes, and cross-functional review rituals.

I also operationalized tooling within Salesforce’s existing Asana instance, creating dashboards and delivery trackers that gave team-level and executive visibility into progress and bottlenecks. As Salesforce's quarterly strategy evolved, I adapted our roadmap and rituals to remain aligned with shifting priorities and OKRs.

Results

  • 36K+ form views generated from redesigned Sales pages

  • 2X increase in traffic to Commerce pages

  • 106% lift in form views across Service pages

  • >2% increase in lead conversion on key Marketing pages

  • 142 modular pages launched in <12 months using Page Builder

  • Time-to-launch reduced from ~2 weeks to 6 days through new workflows and rituals

  • 218 legacy pages sunset, reducing content sprawl by 79% and streamlining governance

  • Pre-launch review process standardized, improving QA and reducing last-minute errors

  • Page Builder scaled to non-technical users, including PMMs and regional marketers

  • Executive visibility enabled through Asana dashboards and weekly leadership reviews

Next

Hearsay Systems