Microsoft InCulture: Redesigning for Accessibility & Growth

Senior Website Program Manager

The Microsoft InCulture website needed more than a visual refresh—it required cohesive storytelling, accessibility, and a seamless user experience across multiple verticals (music, arts, fashion, sports, sustainability, and more). Each vertical had unique workflows, resulting in a fragmented site with inconsistent content, visuals, and messaging.

I led website operations and digital marketing initiatives, shaping content strategy, site architecture, and UX design to translate Microsoft’s core values—Creativity, Collaboration, Inclusivity, and Accessibility—into a cohesive, accessible digital experience. By streamlining workflows, unifying messaging, and optimizing performance, the site attracted 100M+ visits while delivering globally resonant, user-focused experiences.

Objectives

  • Unify Brand Messaging: Standardize tone, voice, and storytelling across all verticals.

  • Enhance User Experience: Simplify navigation, refresh design, and improve mobile responsiveness.

  • Optimize Website Performance: Upgrade CMS, improve SEO, and accelerate load times.

  • Ensure Accessibility & Security: Deliver inclusive, compliant experiences aligned with Microsoft standards (WCAG, MAS, MWF).

Challenges & Solutions

Maintaining Brand Consistency: Established centralized content templates and editorial guidelines to enable cohesive storytelling across diverse verticals.

Balancing Creative Design with Usability: Refined layouts, navigation, and interactive elements for visually engaging yet intuitive experiences.

Coordinating Multiple Initiatives: Used agile workflows and cross-functional collaboration to orchestrate campaigns, site redesigns, CMS migrations, and scalable website enhancements across parallel workstreams.

Optimizing Site Performance: Improved site speed and usability by upgrading the CMS, streamlining content workflows, and enhancing mobile responsiveness.

Meeting Accessibility & Security Standards: Partnered with CELA and IT teams to reinforce WCAG, MAS, MWF, and cookie compliance, delivering inclusive, trusted digital experiences.

Strategy & Approach

Website & Marketing Leadership

  • Owned roadmap planning and executed brand campaigns, site redesigns, CMS migrations, and performance initiatives to deliver accessible, user-focused digital experiences.

  • Partnered with stakeholders and developers to define requirements, triage issues, and remove blockers.

  • Led cross-functional teams of writers, designers, and producers, streamlining editorial, publishing, and QA workflows—reducing production time by 30%.

UX & Content Strategy

  • Unified fragmented content and visuals across seven verticals with modular storytelling and standardized editorial templates.

  • Delivered site-wide redesigns with mobile-first layouts, refreshed visuals, and high-converting landing pages for intuitive and engaging experiences.

  • Aligned content frameworks with campaign objectives, business goals, and accessibility standards, ensuring cohesive messaging.

Accessibility & Compliance

  • Ensured WCAG, MAS, and MWF compliance, delivering enterprise-ready, inclusive digital experiences.

  • Partnered with CELA and IT to enforce accessibility, cookie, and Microsoft security standards.

  • Embedded compliance and accessibility checks into production workflows, enabling scalable and consistent content delivery.

SEO & Performance Optimization

  • Directed SEO strategy, content recommendations, and A/B testing to boost discoverability and engagement.

  • Achieved +25% organic traffic, elevating InCulture to Priority 1 digital platform.

  • Optimized site speed, UX flows, and workflows to enhance user experience and operational efficiency.

Results & Impact

  • 100M+ site visits, establishing Microsoft InCulture as a high-traffic, Priority 1 digital property.

  • +25% organic traffic through SEO and performance improvements.

  • Enhanced UX, refreshed visuals, and consistent branding increased engagement and navigation ease.

  • Mobile-first design improved usability and retention across devices.

  • Achieved full compliance with WCAG, MAS, MWF, and Microsoft security standards.

  • Scalable CMS workflows and modular content templates streamlined content management and accelerated production timelines by 30%.

Key Contributions & Deliverables

  • Owned day-to-day website operations and the long-term roadmap, balancing continuous content delivery with large-scale initiatives to drive growth, accessibility, and performance.

  • Led digital content from planning through launch; managed writers, web producers, and designers; streamlined editorial, publishing, and QA workflows; and served as final approver for all published content.

  • Directed the WordPress migration (from Classic to Gutenberg) and implemented standardized templates, enabling modular storytelling, faster publishing, and scalable reuse of creative assets.

  • Guided site-wide UX and mobile-first improvements while reinforcing WCAG, MAS, and MWF standards to deliver inclusive, enterprise-ready digital experiences.

  • Defined SEO and performance optimization strategies, improving site speed and discoverability—driving +25% organic traffic and elevating the site to Microsoft Priority 1.

Tools & Platforms: Microsoft Office Suite (Excel, PowerPoint, Word), Adobe Analytics, Teamwork, Dropbox, SharePoint, WordPress (Classic & Gutenberg), Figma, Microsoft Teams & OneNote, Azure DevOps

Core Skills: Website Program Management, Digital Marketing Strateg, Content & UX Strategy, SEO & Performance Optimization, CMS Migration & Scalable Content Systems, Accessibility & Compliance, Cross-Functional Leadership, Analytics-Driven Growth, Agile & Release Management