Johnson & Johnson's Multi-Brand Site Building System
Kaia McIntyre
Kaia McIntyre: Digital Experience Engineer
Partnered with Johnson & Johnson to create a multisite system that streamlined editorial workflows for 400+ global brands, including Aveeno, BAND-AID, and Listerine. My role involved prototyping an innovative dynamic component library that allowed content editors to build and customize brand-specific pages with a seamless, user-friendly interface.
Developed a site-building system that empowered J&J content admins to create landing pages in real time without developer intervention, dramatically improving content creation speed and flexibility.
Designed and implemented a reusable component library on top of a Drupal-based platform, enabling brand-specific customizations while maintaining consistency across J&J’s extensive brand catalog.
Delivered a scalable system that supported advanced marketing and content editing capabilities, allowing editors to react quickly to shifting consumer demands and launch new product campaigns with ease.
Helped streamline workflows for both highly regulated healthcare brands and consumer goods, delivering a system that balanced flexibility with compliance needs.
This experience sharpened my ability to build scalable, user-friendly solutions that empower editorial teams to operate independently and efficiently.
Building A Force Multiplier
Creating a digital platform that scales to meet the diverse needs of some of the world’s most recognizable brands — like Aveeno, BAND-AID, and Listerine — is no small task. Content editors must quickly react to shifting consumer demands, be able to pivot brand messaging on the fly, and coordinate strategic marketing campaigns that support everything from nurturing B2B relationships to new product launches.
As Johnson & Johnson was looking to define a multisite Drupal system that would support 400+ sites, they engaged Phase2 to provide strategic architecture advice, outline a platform implementation roadmap, and oversee its execution.
To bring the right system to bear, Phase2:
Conducted a comprehensive end-user requirements analysis, resulting in UX and Information Architecture that was highly scalable yet afforded each brand for key customizations
Created a page and site-building console that would allow content admins and digital product owners to create sophisticated landing pages in real-time, to spec — without developer intervention
Built a permissions-specific and universally shared publishing workflow that flexed to meet the needs of both highly regulated brands and traditional consumer goods
Defined a Drupal architecture tying together a dozen system integrations including a DAM, Acquia’s Content Hub, and Adobe’s suite of marketing analytics and automation tooling
Johnson & Johnson now has a digital experience platform that delights content admins, saves time and money, and is built to meet the needs of their ever-evolving business. Phase2 remains closely engaged with Johnson &Johnson as its executive digital strategy and architecture partner. We’re currently in the process of building out a cross-channel personalization testing model for consumer brands.
