Weight Watchers
Marketing needed to move fast. Accessibility needed to be part of that — not a separate conversation.
Executive Summary: Every time the marketing team wanted to publish something, they needed engineering. That's a bottleneck, and it was slowing campaigns across three regions. Accessibility was also being applied inconsistently — which creates real compliance and brand risk. I led the front-end implementation of a modernised CMS, making accessibility a core part of the platform infrastructure — so teams could move faster and the right thing was the default, not the exception.
Results
On-the-ground wins
- Reduced engineering dependency — marketing and front-end teams could publish more independently
- Accelerated campaign launches across North America, Europe, and Oceania
- Improved accessibility compliance through reusable, standards-aligned components
- Streamlined content architecture and removed outdated pages
- Increased engagement through clearer, more accessible campaign execution
The bigger picture
- Embedded accessibility into the platform itself — not retrofitted at page level
- Established a shared accessibility baseline across regions with differing legal requirements
- Reduced compliance and brand risk through Legal-aligned implementation
- Improved operational speed while maintaining governance and quality
- Strengthened internal capability through documentation and knowledge sharing
The challenge: Marketing wanted to publish campaigns. Engineering was the bottleneck for almost every change. Accessibility was being applied inconsistently across campaigns, and across three regions with different legal obligations, that inconsistency carried real risk. The goal was a platform that let marketing move independently — with accessibility and compliance built into the tooling itself, not relying on someone remembering to apply it.
My Role: Front-end Developer & Accessibility Champion
The Team: Marketing, Legal, Product, Design, Engineering, QA, & Cross-regional Stakeholders
My Approach:
- 1. Partnered on accessible tooling design
- Provided accessibility guidance and structural feedback during tooling design
- Ensured proposed components aligned with WCAG and internal standards
- Aligned design decisions with implementation feasibility and governance requirements
- 2. Led accessible front-end implementation
- Translated approved designs into compliant, scalable front-end code
- Embedded accessibility standards directly into reusable CMS components
- Collaborated with engineering to ensure sustainable implementation
- 3. Enabled cross-regional adoption
- Structured delivery across time zones using async collaboration
- Partnered with Legal to align implementation with regulatory requirements across three markets
- Shared documentation and learnings to build internal capability that outlasted the project
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Image Caption: Weight Watchers homepage featuring Jennifer Hudson.
Image Caption: Weight Watchers for Men homepage featuring Charles Barkley.
Image Caption: Weight Watchers meetings landing page with two women smiling.
Image Caption: Weight Watchers Online landing page — showing the online tools on laptop and phone.
Image Caption: Weight Watchers 'What You'll Eat' landing page featuring an Asian skillet shrimp and sugar snap pea dish.