As part of digital transformation process for leading media outlet, a key challenge was fixing the slow web publishing process. Disconnected CMS workflows and inconsistent page layouts hurt SEO and made the site confusing to navigate, which held back audience growth. I worked closely with editorial and digital teams to clean up workflows and improve the site’s structure. By aligning editorial goals with technical improvements, we made publishing faster and smoother. I focused on using data to guide decisions, introduced SEO best practices, and helped content creators and editors collaborate more effectively. We set clear SEO and content guidelines, trained creators on best practices, reorganized key pages based on user behavior, and began A/B testing headlines and content placement. This brought editorial and tech teams together and boosted audience engagement.