Restructuring a fragmented strategy unit into a streamlined team with the greater potential to foster collaboration, reduce inefficiencies, and support long-term business growth - no matter the company direction.

The Background

A multinational e-commerce company specializing in fashion and accessories faced challenges within its content development business unit. With the shift in business focus toward increased investment in content and entertainment, a redesign was initiated to create a future-ready team structure that prioritized efficiency and internal growth opportunities.

The Challenge

The team’s evolution into nine loosely connected pillars led to inefficiencies, misalignment, and friction, particularly during annual planning and cross-functional collaboration. With business priorities shifting toward greater reliance on content as a key driver, the existing structure was unfit to handle the growing demands. A streamlined, agile structure with defined leadership and clear workflows was necessary to unlock the team’s full potential.

The Approach

Discovery & Analysis

Conducted a detailed assessment of team tasks, content volume, and existing pain points to identify overlaps, inefficiencies, and friction areas.

Collaboration & Design

Partnered with the co-lead, unit VP, and senior stakeholders to draft a new team structure.

Iteratively refined the proposal based on feedback, ensuring alignment with business goals.

Developed a clear vision and north star to guide discussions and maintain focus.

Leadership Engagement

Collaborated on a comprehensive pitch presentation for SVP sign-off, emphasizing the business case for change.
Designed the change management process, including FAQs, transition plans, and team communication strategies.

Transparent Communication

Hosted discussions with leadership to address questions and align on messaging.

Rolled out the plan to the wider team with clarity, transparency, and an open-door policy for feedback.

Results

Streamlined Team Structure: Consolidated from nine sub-teams into three core pillars, each with distinct leadership and defined workflows.

Leadership Growth: Created two new leadership roles, resulting in eight potential promotions across the team.

Enhanced Agility: Positioned the team to better meet evolving business needs, reducing inefficiencies and fostering collaboration.

Key Learnings

Early Stakeholder Buy-In: Securing leadership support early ensures alignment and long-term success.

Clear Vision & Communication: Continuously connect conversations to the core purpose and “why” behind the changes.

Empathy During Transitions: Allow time for reflection and feedback but establish clear timelines to maintain momentum.

Patience in Transformation: Organizational change takes longer than anticipated—prioritize transparency and flexibility.

Futureproof: Redesigning for Efficiency and Growth