Weight Watchers

Enabled faster, accessible marketing delivery through platform tooling modernization for a global health and wellness leader.

Executive Summary: Identified bottlenecks between marketing and engineering, mapping tooling limitations and accessibility inconsistencies. Architected CMS modernization to embed accessibility into platform infrastructure. Accelerated campaign delivery across three regions while strengthening governance and compliance alignment.

Results

Operational Impact

  • Reduced engineering dependency by enabling marketing and front-end teams to 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  • Streamlined content architecture and removed outdated pages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

Strategic Outcome

  • Embedded accessibility directly into marketing tooling rather than retrofitting at page level
  • Established a shared accessibility baseline across regions with differing legal requirements
  • Reduced compliance and brand risk through Legal-aligned implementation standards
  • Improved operational velocity while maintaining governance and quality control
  • Strengthened internal capability through documentation and knowledge sharing

The challenge: Marketing teams needed to launch campaigns quickly, but the CMS required engineering support and lacked embedded accessibility standards.

  • Engineering bottlenecks slowed time-to-market
  • Accessibility best practices were inconsistently applied across campaigns
  • Teams operated across three regions with varying legal and market pressures
  • Compliance alignment was required to reduce regulatory and reputational risk

The objective was to modernize platform tooling to increase marketing autonomy while embedding accessibility and compliance directly into the publishing infrastructure.

My Role: Front-end Developer & Accessibility Champion

The Team: Marketing, Legal, Product, Design, Engineering, QA, & Cross-regional Stakeholders

My Approach: Contributed accessibility strategy and design feedback while leading implementation and standards integration at the platform level.

  • 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 needs
  • 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 asynchronous collaboration
    • Partnered with Legal to align implementation with regulatory requirements
    • Shared documentation and learnings to build internal capability

The focus was not leading visual design. It was embedding accessibility and governance into the platform itself to enable faster, lower-risk marketing delivery.

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Image Caption: Weight Watchers homepage with Jennifer Hudson.

Image Caption: Weight Watchers for men homepage with Charles Barkley.

Image Caption: Weight Watchers meetings landing page with two women smiling.

Image Caption: Weight Watchers online landing page with a laptop and phone showing the online tools.

Image Caption: Weight Watchers, What You'll Eat landing page with asian skillet shrimp and sugar snap pea dish.