| Tools | HubSpot (Content Hub / Marketing Hub) |
| Key Challenges | Operational rigidity, slow execution cycles, dependency on development resources |
| Industry | Retail (Global DTC brand) |
| Company Size | Approx. 20,000 employees |
| Timeline | Q2 2025 (approx. 1 month) |
| Scope | CMS migration, marketing operation redesign, enablement for in-house execution |
Background
This project involved the Japan market operations of a global skincare brand.
In a DTC model, timely content updates and rapid iteration are critical. However, the existing system structure significantly limited execution speed.
Even minor updates required development resources, preventing marketers from acting independently. This resulted in delays and missed market opportunities. A rapid transition to a system that enables direct, on-the-ground execution was required, while maintaining global brand standards.
Objective
- Migration: Migrate the existing website to HubSpot CMS within one month
- Enablement: Enable marketers to create and update pages independently
- Speed: Maximize execution speed and accelerate iteration cycles
Challenges
- Development dependency: Marketing initiatives required engineers or external vendors, limiting speed
- Slow execution: New campaign pages took weeks to build, causing missed opportunities
- Operational overhead: Frequent reliance on external resources increased cost and lead time
- Time constraint: Migration had to be completed within one month without disrupting ongoing campaigns
Approach
Rather than a simple CMS migration,
we designed and implemented an operational foundation that enables marketers to execute independently.
- No-code environment: Built a drag-and-drop editing system accessible to non-engineers
- Template architecture: Created reusable page structures aligned with brand guidelines
- Workflow redesign: Streamlined the process from planning to publishing to minimize lead time
- Execution management: Delivered a phased migration within a one-month window
Results
- Migration: Completed within one month without downtime or disruption
- Execution speed: Marketers can now launch and update pages on the same day
- Cost reduction: Reduced reliance on external resources and improved turnaround time
- Iteration: Enabled rapid testing and response to market changes
Core Value
This project was not just a CMS migration.
It removed execution constraints and enabled a self-operated marketing environment.
By shortening the distance between decision and execution,
the organization can now continuously iterate and respond to market dynamics.
Applicable Scenarios
- DTC brands seeking to modernize web operations
- Organizations constrained by development dependency
- Teams aiming to shift to no-code, in-house execution
- Projects requiring rapid CMS migration under tight timelines
