Built scalable content governance, operations, and search-ready architecture for a new sovereign cloud marketing platform
100+ pages • 80+ product managers, UX, and engineering stakeholders • 5 languages • Projected $100M+ pipeline support

The Challenge 

AWS was launching European Sovereign Cloud to meet Europe’s strictest data sovereignty, residency, and regulatory requirements. 

"The iconic moment for AWS"

The marketing website (aws.eu) had to be built from the ground up with no existing governance, workflows, or structured content foundation. Over 80 product managers, UX designers, and engineers were contributing content in parallel, creating risks of inconsistency, compliance gaps, duplicated effort, slow delivery, and content that wasn’t optimized for search engines or future answer engines (AEO).

This high-visibility, regulated launch was projected to influence a $100M+ sales pipeline. The business needed fast, compliant, high-quality content that would perform in both traditional SEO and emerging AI-powered search experiences.

As the central content operations lead, I acted as a “Content Conductor with a Builder Mindset” — designing scalable systems while coordinating across distributed teams.

PROJECT STAGES

1. Designed and implemented an end-to-end content governance model and publishing workflows in Adobe Experience Manager (AEM)
2. Built and managed content fragments with rich semantic metadata for structured, reusable content
3. Designed enterprise taxonomy and semantic metadata frameworks optimized for SEO + AEO
4. Owned localization governance and translation workflows across 5 languages
5. Established master content calendar, performance tracking, and cross-functional coordination processes

PROJECT STAKEHOLDERS

• 80+ Product Managers
• UX, Engineering, Sales & Field teams
• Integrated Demand Generation teams
• Localization & MarTech teams
• Executive leadership (VPs and Distinguished Engineers)

I designed and stewarded a scalable governance model that became the single source of truth for the aws.eu site — including role-based permissions, multi-stage publishing workflows, QA checkpoints, staging, testing, and deployment pipelines. I also led regular cross-functional alignment forums to review in-flight content and resolve overlaps.

I applied a deliberate search strategy lens throughout. In AEM, I designed content fragments backed by an enterprise-scale taxonomy and semantic metadata. This made content:

• Highly discoverable through traditional SEO (structured data, keyword optimization, crawlability)
• Future-ready for Answer Engine Optimization (AEO) via semantic tagging and retrieval-optimized structure

The structured approach eliminated SEO violations early and positioned the platform for strong performance in both Google and generative AI search.

I owned the master content operations calendar, sequencing deliverables across product launches, regulatory moments, sales enablement, and field marketing. This ensured intentional, coordinated narratives instead of fragmented efforts.

I owned end-to-end translation quality across 5 languages and developed frameworks for global content applicability. I continuously tracked engagement data, user behavior, market feedback, and search performance metrics to optimize content and report on ecosystem health.

• Launched a fully governed, search-optimized marketing platform supporting one of AWS’s landmark EU initiatives.
• Achieved 30% faster multi-language content delivery.
• Scaled operations successfully across 100+ pages and 80+ stakeholders.
• Delivered structured, AI-ready content that improved findability and positioned the platform for strong SEO and AEO performance.
• Directly supported GTM efforts projected to influence a $100M+ sales pipeline.

Success was measured through on-time delivery, reduced duplication, improved search performance (CTR & visibility), and strong stakeholder alignment.

In complex, regulated enterprise environments, combining robust content governance with intentional search strategy (SEO + AEO) and structured content models delivers both immediate velocity and long-term discoverability. Building AI and search readiness into the foundation from day one creates compounding returns.

Content Governance at Scale • Content Operations & Workflow Design • AEM Content Fragments & Metadata Modeling •  SEO + AEO Strategy • AI-Ready Content Architecture • Localization & Global Content Frameworks • Cross-Functional Coordination • Data-Driven Performance Optimization