Global Corporate & Multibrand Platform Redesign

Opella operates a global portfolio across EMEA, APAC, and North America with strict regulatory constraints. The digital estate had been driven by agencies and isolated brand priorities, leading to duplicated efforts, inconsistent UX, and high production lead times. The objective was twofold: (1) design a scalable 2026 multi-brand website ecosystem and (2) replace agency dependency with an internal, governance-driven capability able to sustain quality and speed across 10+ regulated brands.

Context & challenges The estate mixed different CMS logics, multilingual requirements, and analytics/reporting needs that varied by market. Regulatory expectations were interpreted differently across brands, which resulted in uneven content standards, fragmented interactions, and unpredictable delivery velocity. Any solution had to align brand, compliance, and product stakeholders around a shared way of working while keeping live operations stable.

What I did I co-developed the strategic vision for the 2026 multi-brand website ecosystem, establishing a clear operating model that joined brand, content, design, and technology. I led the insourcing initiative that shifted work from external agencies to an internal capability spanning UX Research, Product Design, and Design System governance. On the product/UX side, I defined a global design system (V2) adapted to pharma: foundations, patterns, and content standards that respect regulatory frameworks while keeping brand expression consistent. I restructured information architecture and clarified decision flows so brand teams could reuse modules without re-engineering them. On the operating model, I formalised governance (who decides, when, with what evidence), instituted rituals and contribution rules, and built a multidisciplinary team of four Product Designers. I also bridged fragmented CMS logic and multilingual constraints with pragmatic documentation, acceptance criteria, and a sequenced rollout plan, so changes could be shipped safely without disrupting compliance.

Outcomes & value The programme established a coherent, multi-brand foundation and a repeatable delivery model. Brand teams gained reusable components and content rules; product and compliance gained a common language to validate decisions earlier; technology gained a documented, versioned system for predictable handoffs. Operationally, the shift to insourcing and the new ways of working delivered a ~40% reduction in production lead times and improved UX consistency across brands—creating the structural baseline to accelerate future brand rollouts and ecosystem evolution.