Challenge.
With a lean central communications team overseeing a vast global presence, Heineken faced the complexity of managing multiple creative and technical agencies across its corporate and regional websites. The result was inconsistent branding, uneven messaging, and fractured user journeys. Governance was fragmented, content management inefficient, and both corporate communications and talent acquisition strategies suffered from the lack of a unified platform.
Approach.
We set out to design and implement a centralised, scalable solution that could reconcile Heineken’s global scale with local flexibility. The aim was to give regional teams autonomy while equipping the group with strong governance and a consistent, engaging brand experience.
Details.
Introduced a modular design system, enabling components to be built once and reused across multiple regions. We then developed a centralised platform that streamlined governance, improving oversight while still allowing local tailoring. This was paired with enhanced UX and design consistency, ensuring seamless user journeys across all Heineken-owned websites. Finally, we integrated SuccessFactors ATS to reduce candidate drop-off and increase application conversion rates. This future-proofed global framework aligns closely with the needs of companies operating in multiple markets.
Results.
The new framework is being rolled out across 30+ Heineken operating companies worldwide. Previously, user journeys were fragmented and inconsistent; today, visitors enjoy a seamless, branded experience. Bounce rates have fallen sharply, while engagement has risen: a 30% increase in page views and 30+ country sites aligned under the new strategy. The new model gives Heineken the confidence to deliver consistency at scale while empowering local markets.