Driving global digital strategy at J&J

Aligning regions in design/content strategy within a decentralized culture

Prior to my joining J&J Vision Care, there was no global strategy for how, when and why we developed digital assets – decisions were made strictly at a regional level. To create more global brand consistency, reduce duplicative deployments and optimize our digital investments, I developed a strategy focused on consumer acquisition and a global content strategy to drive the right behaviors through each stage of the consumer journey, while also establishing a new organizational structure to foster greater collaboration. Additionally, to transfer best practices, we developed playbooks for key digital disciplines to establish common standards for SEO/SEM, social media, mobile, content and analytics. I also worked with key account partners such as Coastal.com and initiated the first direct-to-consumer e-commerce project at J&J.

As part of this strategy we organized major workstreams into a 70/20/10 rule managed by a center of excellence – scale what’s working/lay new foundations/establish test-and-learn pilots (with lead markets). One such pilot was exploring new approaches in retail merchandising to drive category education and e-trial for Acuvue products (see below).