The Challenge
Abdul Latif Jameel (ALJ), a diversified enterprise operating in over 30 global markets, was grappling with a fragmented digital ecosystem. Each business vertical had its own CMS, tech stack, and content workflows—leading to inconsistent brand experiences, high support costs, and long time-to-market for digital launches. Editorial teams worked in silos, with disconnected asset libraries and no standardized processes to manage or reuse content. The lack of governance made it increasingly difficult to maintain brand integrity, scale digital efforts, or quickly onboard new initiatives across regions.
