Scaling B2B digital across 15 markets — without scaling the chaos.
A fragmented set of B2B websites across the Caribbean and Latin America, rebuilt into one modular system delivered by one high-performing team.
The problem
Liberty's B2B brands — Flow Business, +Móvil, C&W Business and Enterprise, MasMóvil Negocios, BTC and Liberty Networks — ran a sprawl of websites across 15 countries on a non-modular architecture. Every change was slow and expensive, the experience was inconsistent market to market, and the team was firefighting instead of compounding. The business needed to ship more, faster, without losing quality or control.
What I did
- Built and led a distributed, cross-functional team — UX, UI, content strategy, analytics, BA/QA and engineering/architecture — with full accountability for experience strategy, roadmap and delivery.
- Introduced a modular (headless-ready) architecture and an atomic design system with a shared component library, so new sites and updates assembled from reusable parts instead of being rebuilt each time.
- Redesigned the operating model across three players — market stakeholders, the digital team and external agencies — clarifying ownership, accelerating the content matrix, and optimizing capacity.
- Stood up a B2B Digital Center of Excellence and a digital-maturity program (assessment → new capabilities → repeatable design process) to keep raising the bar across markets.
The results
The modular system turned a maintenance burden into a delivery engine. Engagement compounded year-over-year — organic sessions up ~25%, total sessions ~21%, pageviews ~22% and leads ~18% in the measured window — and the same foundation scaled cleanly into new Eastern Caribbean markets (St. Maarten, then Montserrat, Anguilla, Antigua).
Program-level financials (CAPEX / OPEX) are confidential and intentionally excluded. Metrics above are drawn from the team's own quarterly reporting and shown as percentages and counts only.