Role
Project leader
Expertise
Cross-functional leader
Duration
10 months
Challenge
At Contentsquare, I was tasked with leading a high-stakes digital transformation project by bringing together the strengths of Contentsquare, Heap.io (acquired in 2023) and Hotjar (acquired in 2021) under Contentsquare’s updated merged brand. Each site represented a different go-to-market strategy (PLG, SLG and hybrid).
The challenges were multifaceted:
Digital landscape: Each legacy site presented a unique ecosystem of branding, positioning, user journeys, content workflows and technology stacks, demanding a complex unification strategy
Rebranding complexity: The project needed to align with a simultaneous company-wide rebrand, adding complexity to timelines and deliverables
Resourceful and timely execution: Navigating tight budgets and limited guidance demanded innovative problem-solving to strategically manage project scope and resource allocation
Strategic platform unification: The outcome had to maintain ambitious revenue goals for both all existing brands and maintain leadgen actions during the transition
Responsabilities
As the Project Leader my responsibilities covered strategic planning, cross-functional team leadership, executive progress reporting, migration and implementation:
Conducted an audit of the three sites to identify strengths, weaknesses, and opportunities. Used business results and legacy knowledge base to detect strengths across the different inbound journeys
Defined the project scope, goals and success metrics
Built a comprehensive RACI matrix to clarify roles and responsibilities across marketing, product marketing, brand, marketing ops, IT, procurement, legal, CTO office, product, corporate and external partners
Secured budget and resources and selected an agency partner for design and development
Established a phased migration and launch calendar, ensuring minimal disruption to ongoing operations
Aligned the project timeline with the global rebranding initiative, creating a consistent user experience across website and product
WCAG 2.2 guidelines full compliance
Phase 1: Audit and Strategic Planning
Conducted a content and UX audit of each site, identifying high-performing pages and features to retain in the unified platform
Mapped the unique customer journeys of each go-to-market strategy, ensuring the new site could support diverse audience needs
Created a knowledge repertory with the funnel conversion rates and mapped the processes from lead creation all the way to close won to take informed decisions at the design stage
Benchmarked competitors in the same market category and other companies that had similar go-to-market strategy. Researched and created a mood/inspiration board to inform be competitive and one step ahead in terms of design and functionality decisions
Phase 2: Defining the Project Scope and RACI Matrix
Scoped the project with clear goals: a unified, scalable platform that increased user engagement and conversion rates across all markets
Developed a RACI matrix, clarifying roles for the project team and sub stream stakeholders across marketing teams, CTO, legal, security and the external agency partner
Defined project governance and escalation paths to minimize time disruptionsSecured stakeholder alignment through workshops and regular updates
The Contentsquare’s growth team production line process was the framework I selected to break the project into substreams, stages, tasks, to set milestones and track progress at each stage
Phase 3: Selecting Technology and Partners
Conducted a comprehensive evaluation of existing marketing technology infrastructures, encompassing front-end and back-end ecosystems and operational workflows.
Developed a detailed RFP addressing technical, security, accessibility and legal requirements, with clearly defined vendor selection criteria.
Key selection priorities:
Flexible, future-proof and scalable deployment and maintenance
Enterprise-grade security
Multilingual capabilities and ability to integrate into existing localization process and tech
Seamless martech integrations (to note, in parallel a MAP migration was undergoing which had a high impact on all leadgen captures and analytics
Selected Contentful (headless CMS) for its robust features and compatibility with existing publishing workflows
Selected Next.js as the front end and Vercel as the hosting provider
Partnered with Together Agency, known for its expertise in SaaS websites and rebranding projects, to handle design and development.
Phase 4: Phased Migration and Launch
Created a migration calendar with three key phases:
Content Consolidation: Merging assets into a unified content library
Development and Testing: Building the site, including region-specific pages and personalized user paths
Launch Sequence: Sequential launches, minimizing downtime and ensuring post-launch monitoring for bugs
Phase 5 (or phase 1.1): Alignment with Rebranding Effort
Integrated new brand guidelines timeline into the site’s design, messaging, and visuals
Collaborated with the rebranding team to ensure consistency in tone, look and messaging across all digital touchpoints
See below how the sites of Contentsquare, Hotjar and Heap.io looked before
Outcomes
The project delivered substantial business and operational value:
Unified platform success: Increased global site traffic by 40% post-launch, with a 25% improvement in lead conversion rates across all regions.
Maintained Revenue growth during the transition: Supported FY24 ACV targets for enterprise and mid-market. Conversion rates improvement of 5% from Lead-MQL and it’s expected within 6 months to a 20% increase in traffic numbers
Efficiency gains: Reduced technology costs by consolidating three tech stacks into one scalable platform, saving $250,000 annually
Brand consistency: Seamlessly integrated the new branding, improving customer perception and creating a unified digital identity
Team alignment: Enhanced cross-functional collaboration through clear project governance and communication frameworks
Other projects
Aligning Marketing and Sales to optimize the funnel and accelerate pipeline growth
Breaking down silos between sales and marketing teams operating across several geographies
Building Contentsquare’s integrated campaign “Digital Experience Benchmark Report”
Since 2020 yearly annual flagship report released across +14 countries and 5 languages