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Content Systems · Multi-Tenant CMS
One platform replaced 29 disconnected content tools across a 70M+ user portfolio.
Tools consolidated
29 to 1
Users served
70M+
Editorial velocity
Recovered
Cross-brand reuse
Enabled
01 · CONTEXT
Who. What scale. What was at stake.
A major media business serving 70M+ users across multiple brand properties had accumulated 29 different content management, asset management, and editorial tools over a decade of growth and acquisition. Each team owned its own stack. No tool talked to another. Cross-brand content reuse was operationally impossible. Editorial teams spent time managing tools rather than managing content.
02 · CONSTRAINT
The architectural problem.
Consolidation projects at this scale fail more often than they succeed. The common failure mode: the platform team prioritizes the new system over the people who have to run it. The constraint was that each brand's editorial workflow had to survive the migration intact. The platform had to be configurable enough to support how each team actually worked, not how the architecture team thought they should work.
03 · DECISION POINTS
Three decisions that shaped everything downstream.
Decision 01
Multi-tenant with brand configuration
Single platform, brand-specific configurations rather than separate platform instances per brand. Shared infrastructure, isolated editorial environments. This made cross-brand content sharing structurally possible without forcing workflow homogeneity.
Decision 02
Workflow-first migration
Each team's existing editorial workflow was mapped before any migration began. The new platform was configured to match existing workflows, not the reverse. Teams were not asked to change how they worked in order to use the new tool.
Decision 03
Incremental cutover
Brands migrated one at a time with parallel operation periods. No big-bang migration. Each brand was treated as a separate project with its own timeline and success criteria.
04 · SYSTEM
What was built.
Unified multi-tenant CMS. Single platform infrastructure, brand-specific editorial configurations.
Asset taxonomy and rights management integrated at the platform layer. Shared asset library accessible across brands.
Editorial workflow tooling built to match existing team patterns, not replace them.
Incremental migration with parallel operation. No production publishing disruption during cutover.
Cross-brand content reuse architecture. Assets, formats, and templates shareable across brand environments.
05 · OUTCOMES
All metrics from production systems.
29 tools consolidated into 1 platform
70M+ users served across all brand properties on the unified system
Editorial velocity recovered across all brands post-migration
Cross-brand content reuse structurally enabled for the first time
Foundation for audience expansion and content strategy at the portfolio level
06 · DISCUSS FURTHER
The architecture above is public. What follows is a conversation.
Tool consolidation strategy, workflow mapping methodology, migration sequencing, multi-tenant configuration approach, team change management, and the specific taxonomy and rights management architecture are shared in a 30-minute conversation with executives evaluating similar platform consolidation work.
Start a conversation →
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