THE CHALLENGE
Inconsistent brand experiences across markets and digital properties
Philip Morris International (PMI) was transforming its global Brand Central platform to provide markets with a unified experience for discovering, managing, localizing, and distributing campaign assets. The objective was to simplify the content supply chain, improve asset governance, and enable marketing teams worldwide to efficiently reuse approved assets while maintaining brand consistency.
I joined the engagement after the discovery phase had been completed. Working directly with the client and collaborating closely with engineering teams, I translated established business requirements into scalable user experiences, ensuring consistency through the NYX Design System while improving complex enterprise workflows.
THE APPROACH
Governance protects long-term product quality
Unified Asset Discovery Experience
Reimagined how global markets accessed campaign assets by consolidating fragmented content sources into a single, intuitive experience, reducing dependency on multiple platforms and improving discoverability.
Workflow Simplification
Redesigned complex content management workflows by reducing unnecessary steps, minimizing review cycles, and improving cross-functional collaboration across campaign delivery.
Design System Implementation
Applied the NYX Design System consistently across new experiences while identifying opportunities to extend the design system with reusable components that supported evolving business requirements.
Bridging Strategy & Execution
Designed contextual connections between campaign playbooks and digital assets, ensuring users had access to relevant strategic guidance while selecting and deploying content.
Localization & Asset Reuse
Improved visibility of localized and adaptable assets, enabling regional marketing teams to reuse approved content instead of recreating assets, improving operational efficiency.
Governance & Metadata
Introduced structured approaches to asset organization and metadata presentation, supporting stronger governance and consistent brand experiences across markets.
Data & Insight Enablement
Designed experiences that surfaced asset usage and campaign insights, enabling stakeholders to make more informed, data-driven content decisions.
A single source of truth for the brand at scale
Improved discoverability of campaign assets through a unified enterprise experience.
Simplified content management workflows by reducing manual effort and redundant processes.
Increased design consistency through effective implementation and extension of the NYX Design System.
Strengthened governance by improving asset organization and metadata visibility.
Encouraged asset reuse across global markets, reducing duplication and supporting operational efficiencies.
Improved collaboration between business stakeholders, design, and engineering through standardized workflows and reusable UI patterns.
