Media & Digital Publishing
240M monthly audience with 7x editorial performance improvement
Drove the design transformation of two major media platforms: a national news publisher with 240M monthly audience and a multi-brand broadcasting corporation serving 99% of its market.
News Media, Digital Publishing, Ad Tech
Product Design Lead
Editorial Platform, Ad Management, Audience Analytics, Multi-Language CMS
THE CHALLENGE
A national news publisher with 240 million monthly audience had editorial tools with 30-second page preview times. Millions of legacy articles needed migration. A multi-brand broadcasting corporation — the number one news channel used by 99% of the population across 4 languages — needed to manage multilingual content across multiple brand properties in real-time.
WHY IT MATTERED
In digital media, content creation speed directly drives revenue and audience engagement. Every second of editorial delay means slower coverage. Every percentage point of ad viewability moves significant revenue at 240M scale.
THE APPROACH
Headless Content Architecture
Designed an editorial platform with API-first architecture. Separated content creation from delivery so the same article powers web, app, and future channels. Dynamic ad slot configurations give the commercial team granular control.
Performance Transformation
Drove a caching strategy achieving 99% cache offload. Redesigned editorial page preview from 30 seconds to 4 seconds. That 7x improvement transformed the daily workflow of dozens of editors.
Massive Content Migration
Designed the migration framework for 2M+ articles, 11M+ images, 110K+ videos from legacy systems, plus 175K articles from an acquired property. All content remained discoverable with editorial history preserved.
Multi-Brand Component Architecture
Built a common core platform serving multiple brands with 80% reusability. Component-and-Layouts approach enables brand-specific editorial workflows without codebase forks.
THE OUTCOMES
Monthly audience with 1.5M user registrations post-launch
Increase in ad view capability
Page preview down from 30 seconds — 7x improvement
Migrated with 11M+ images and 110K+ videos
Via direct selling campaigns for broadcasting corp
On microsite creation with reusable templates