[Wayfair] Engineering owned publishing and it took weeks to make an update. Corporate storytelling lagged behind reality and the brand reputation was at stake.
[Google] After leading Wayfair's Brightspot CMS rollout and corporate rebrand, I was ready to bring my playbook to Google.
26
teams
75
people
62
pages of copy
23
landing pages
4
languages
1
Project Manager (me)
Wayfair's CEO wanted a streamlined, cohesive, seamless user experience across the About, Careers, and Investor Relations sites.
I started by running a pilot for all corporate brand content owners to select a new enterprise content management system (Brightspot CMS). Then I led 75 people in migrating, redesigning, rewriting, localizing, governing, and launching the sites with one unified look and feel. We made all this happen in just eight months.
There was no blueprint, so I created my own.
Stakes were high with the C-suite executives taking a front row seat.
This high-visibility, high-stakes work earned me an award for my leadership style and an invitation to build the Global Content Operations team from the ground up.
Here's some words from the team:
"Thanks for the awesome work on About Us...it's going to be a BIG win for Wayfair!" – Michael Fleischer, CFO, Wayfair "The glue that held this project together. Not only is she managing the platform and the system amazingly, but also the roughly one thousand stakeholders. She's one of a kind and it's a pleasure I get to work so closely with her." – AJ Rebecchi, Head of Creative, Global Employer Branding, Wayfair "I vote Brittany for 2024. All kidding aside- this was a massive lift that has been going on since I started. Incredible work and I can’t thank you enough for helping get this across the finish line. You built the train and I'm looking forward to keeping it rolling." – Todd Bowers, Head of Corporate Responsibility, Wayfair "The driving force behind the implementation. Her collaboration style has been the key to getting so much done in a tight timeframe." – Jane Carpenter, Head of Global Communications, Wayfair "Brittany's exceptional project management prowess has made the transition to a new content management system go as smooth as it could possibly be. With a diverse and difficult group of stakeholders, Brittany is able to navigate the political waters to ensure everyone understands where we are, how we got there, and what is next on the horizon." "Brittany is a masterful organizer - her work on Brightspot over the quarter has been so detailed and complex. She successfully got all the external site stakeholders engaged on the Miro board to drive the template design forward to the point that it was the forum used to even communicate with the CEO on the site design."
[Before & After] Setting a new precedent for designing, localizing, governing, auditing, measuring, and publishing content at Wayfair.
[1] Three sites were running on three separate content management systems with their own look and feel.
The CEO asked for a streamlined, cohesive, and seamless user experience. I made this our north star vision and worked with engineering teams to migrate content and custom-build the navigation and page layouts to make two separate platforms look like one.
[2] Teams needed a way to publish content code-free and in real time.
I designed a new self-service publishing model with accompanying Miro workflow diagrams so that every content owner and contributor knew exactly what needs to happen for their content to go live. With this new operating system, publishing times reduced from weeks to minutes. No need to wait in the engineering queue.
[3] Teams needed to see analytics without jumping through hoops and access requests.
Custom Google Data Studio dashboards are now accessible to anyone, anywhere, at any time at Wayfair because I advocated for it. Content owners even know how to assign insights and actions to the data because of the monthly metrics meetings I led.
[4] The Sustainability, DEI, and Corporate Impact teams needed a way to turn their content aspirations (landing pages, case studies, articles) into a reality.
I provided them with the training, tools, analytics, and processes for high-quality corporate storytelling that doesn't rely on engineering.
[5] Investors, press, and partners needed to see the most up-to-date company news. Job seekers needed an accurate first impression of working at Wayfair.
I led information architecture decisions and coordinated copywriting, brand, and legal approval of over 62 pages of copy for landing pages, news stories, and articles. You can now access fast facts, press releases, leadership bios, media assets, and contact info without having to dig. The careers site and tech blog now reflect a unified employer brand.
"The site looks incredible. Feels like we've truly graduated to a Fortune 500 :)"
[6] The About site was only available in one language despite Wayfair's growing global influence.
I worked with Localization, Legal, and Data Science teams to translate and localize the About site for our three main markets (US, UK, and Germany), meet GDPR compliance, and expand our analytics capabilities to use data on a global level like never before.
Everyone thought the problem was the publishing tool. The real problem was fragmented ownership.
What Wayfair needed (and what I made happen) was:
Global governance for a more resilient corporate brand.
A shift from engineering-owned to content-owned publishing, cutting the process from weeks to minutes.
The new standard for global content operations, still in use today.
[Google] Translating designs and a new CMS into a launchable experience in 23 days.
134
pages of Public Policy content
22
days to build, test, and launch
Google was migrating their Public Policy site into the same Brightspot CMS ecosystem as Wayfair. They needed someone who could step into something already in motion and deliver under intense launch pressure in a two-week engagement.
The work quickly expanded into a three-month project when they realized they actually needed someone who could bridge strategy, production, and platform all in one.
Content production for Public Policy:
Joined the migration during the final stretch before launch and built 134 pages—including policy pages, articles, case studies, and AI spotlights—from scratch in Brightspot CMS while partnering with engineering and design to refine custom components in real time.
Content operations for Crisis Resilience:
Delivered Google's Crisis Resilience site from production kickoff to launch in just eight days by streamlining publishing workflows, QA, and cross-functional coordination.
Content strategy for Google for Nonprofits:
Partnered with producers, designers, engineers, and Google stakeholders to plan site architecture, define scope, and create content matrices for a multi-phase migration project.
When you understand the design system, the content architecture, the platform constraints, and the business objective well enough, you can make fast decisions without flattening the experience. That's where I brought the most value for these projects under pressure.
The Figma files showed the intended experience. The CMS determined what could actually ship. Those two things didn't always agree.
Custom components had technical limitations and modules behaved differently once populated with real content. So I became the translation layer between design and engineering — identifying what couldn't ship as designed, proposing alternatives that preserved the intent, and keeping the team moving toward the same experience.
I also implemented an AI-assisted workflow using Google AI Studio and Gemini to generate article summary audio and accessible alt text at scale, then incorporated those outputs into the production process.
Speed and quality are usually framed as tradeoffs. This work showed that it doesn't have to be that way.
publicpolicy.google.com:
134 landing pages and articles. 22 days.
crisisresilience.google:
4 landing pages. 8 days.
google.com/nonprofits:
11 pages, 174 images, 16 embedded videos. 49 days.