CASE STUDY · COINTREAU · WEB
Running web operations across cycles, replatforms, and reorgs.
Site operations
Ongoing
Stakeholders
Global brand
Regional markets
Campaign teams
Operating loop
Scope
Sequence
Ship
Monitor
Performant
Tracked
Documented
Client
Anonymized — Premium spirits brand
Industry
Premium spirits
Service area
Web Development
Engagement type
Retainer
Status
Ongoing
01 — The brief
A premium spirits brand with a multi-market website, multiple stakeholder teams across global and regional, and the kind of operational complexity that emerges when a site has been live across multiple platform decisions, multiple agencies, and multiple campaigns over its lifetime.
The brief was never a single rebuild project. It was ongoing operation — the day-to-day work of keeping a global brand site alive, performant, and responsive to the marketing team’s evolving needs. Content updates, technical fixes, performance monitoring, framework upgrades, integrations with the broader marketing stack, and the quiet maintenance work that determines whether a site stays relevant or slowly rots.
02 — What we did
01
Site management
Day-to-day operation of the site as a working marketing asset. Content publishing support, content infrastructure improvements, template extensions, and the technical work that lets the marketing team keep shipping without filing a dev ticket for every change.
02
Multi-stakeholder coordination
The site serves global brand, regional markets, and various campaign teams — each with their own priorities, their own timelines, and their own definitions of urgent. We sit between them, scoping changes, sequencing what ships when, and managing the tradeoffs that come with a single site serving multiple internal customers.
03
Ongoing development
New features, new templates, new integrations as the broader marketing stack evolves. Performance work — Core Web Vitals, image optimization, framework updates. Technical SEO maintenance — schema markup, structured data, internal linking — the kind of work that compounds over time.
04
Replatform-ready posture
The site has been through platform changes over the years. We’ve been on both sides of those decisions — running the existing platform until the new one was ready, then migrating cleanly when it was. The institutional knowledge of how the site has been built, what depends on what, and what’s safe to change matters more than most clients realize until they try to onboard a new partner mid-cycle.
03 — How the engagement runs
Ongoing retainer. Monthly cadence for operational work. Project-based scoping for major dev work and feature releases. Senior front-end execution backed by a network of specialists for the technical lifting — we own scoping, project management, and quality control end-to-end. What you’re billed for is what you get.
The web work is tightly integrated with the broader CRM, analytics, and strategy work we run for the same client. Site changes that affect the CRM data model, journey integrations, or analytics tracking get scoped together rather than in silos.
04 — What changed
“
Content updates land in days, not weeks. New features ship without breaking the marketing analytics underneath. Technical SEO health stays steady across cycles instead of decaying between major rebuilds.
The more durable change: ongoing web work that survives platform changes. Most agencies that build a brand site disappear after launch — and the next agency rebuilds from zero, losing whatever institutional knowledge the previous build had. We’ve stayed across the platform changes, which means each one starts with documented understanding of what works, what doesn’t, and what to keep.