Website as a Revenue Product

The site had grown faster than its structure. Buyers could not reliably find the product that fit their problem, and internal teams kept adding pages without a shared model for where they belonged.

I led a navigation and information-architecture restructure across the full portfolio, then worked with design, content, and web engineering to roll it out across every market.

The goal was simple: shorter paths to the right product page, and a structure that both people and crawlers can follow.