Project Overview
 

Cisco, a worldwide leader in networking and enterprise technology, needed to elevate the customer experience across all digital channels. With highly complex products, diverse customer segments, and a global footprint, the digital ecosystem required a more unified, strategic, and insight-driven approach.
 

In addition to ongoing optimisation, Cisco was rolling out major global campaigns, including “The Network Intuitive”, requiring consistent, high-impact activation across global, regional, and local markets.

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As Global Digital Lead, I owned the strategy and execution of customer experience improvements and global campaign activation across all digital channels:

• Defined and improved global customer journeys across Cisco’s digital ecosystem

• Led digital strategy and execution for major global campaigns, including The Network Intuitive

• Coordinated with regional and local markets to ensure consistent rollout and high-quality execution

• Developed cohesive frameworks for digital activation, governance, and measurement

• Collaborated with marketing, product, creative, analytics, engineering, and regional teams

• Provided strategic direction for content, personalisation, and customer engagement

• Ensured that global programmes were adapted effectively to regional needs and market realities

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Key Deliverables

• Global digital experience strategy

• Customer journey improvements across key digital touchpoints

• Digital frameworks and playbooks for regional activation

• Full digital activation for global campaigns (e.g., The Network Intuitve)

• Performance dashboards and measurement model

• Operational alignment across global, regional, and local teams

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Outcomes

• Improved customer journeys across global digital channels, contributing to higher digital engagement and increased pipeline quality

• Enabled consistent global execution of major campaigns (e.g., The Network Intuitive), resulting in double-digit improvements in campaign performance

• Reduced inefficiencies and duplication across regions, driving substantial annual savings in digital operations and content production

• Strengthened global-to-local digital alignment, accelerating time-to-market for high-priority commercial programmes

• Improved digital experience and messaging clarity, helping drive higher conversion and better ROI across paid and owned channels

• Introduced frameworks that reduced agency reliance and streamlined execution, lowering global campaign costs

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Goals & KPIs

• Improve digital customer experience and increase engagement

• Ensure consistent global execution across channels and markets

• Strengthen alignment between global strategy and regional activation

• Improve digital performance for global campaigns

• Increase brand visibility, lead generation, and customer understanding

• Introduce more structured digital governance and clear operating models

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