Care/of — Article builder & publishing

At a time of rising customer acquisition costs and influencer-heavy paid channels, Care/of invested in organic growth through expert-written content.

The goal was to become the “WebMD of vitamins”—a trusted source for health and wellness information that could rank highly in search.

This article system made that strategy scalable.

Care/of was undergoing a brand and product evolution focused on personalization and content-driven engagement. As part of this effort, I worked on internal tooling to support content creation and product presentation.

I partnered closely with design to translate evolving concepts into scalable, maintainable frontend architecture.

The content workflow was fragmented and did not scale.

• Editors lacked structured tools for building rich, branded content
• Engineering had to implement articles manually
• Each article required 1–3 points of engineering work
• Scaling to 200+ articles would require multiple sprints

This created a bottleneck between content, product, and engineering.

I built a modular article builder that allowed non-technical users to construct fully designed, production-ready content using reusable components aligned with the design system.

The system supported:

• Flexible content blocks (text, media, product references)
• Structured data for consistency and reuse
• Real-time previewing
• A scalable architecture that could evolve with the design system

Product managers could assemble and publish articles without engineering involvement.

Example: a "Hair, Skin, and Nails" article could be assembled using structured sections, product modules, and SEO metadata, then published exactly as previewed.

Before

• Engineering required for every article
• 1–3 point tickets per page
• Slow, sprint-dependent publishing

After

• Articles built entirely by product managers
• ~15 minutes to publish
• ~1 hour total creation time per article
• Zero engineering involvement after launch

To support search visibility, I implemented structured data (schema markup) directly in the article output, dynamically populated from CMS data.

This ensured:

• Strong indexing by search engines
• Eligibility for rich search results
• Alignment between content structure and SEO strategy

Combined with SEO strategy, these articles consistently ranked among top search results and became the largest driver of organic growth.

The article system transformed content from an engineering dependency into a scalable growth channel.

• Became the primary driver of organic acquisition
• Enabled 200+ expert-written articles to scale efficiently
• Eliminated hundreds of hours of engineering work
• Shifted content from a cost center to a self-serve growth engine

• Rich text sections
• Highlighted facts and callouts
• Pull quotes and large-format typography
• Embedded product modules (e.g., carousels)

This allowed content to feel dynamic and on-brand without custom development.

• Designed and implemented a modular content system for dynamic article rendering
• Translated design system concepts into reusable frontend components
• Defined architecture for structured content composition
• Implemented SEO-focused structured data integration
• Enabled cross-functional teams (PM, content, SEO) to operate independently of engineering
• Eliminated engineering bottlenecks in the publishing workflow

In addition to the article builder, I contributed to the product catalog experience, implementing structured product presentation aligned with the new hierarchy and personalization strategy.

Focus areas included:

• Scalable product card components
• Data-driven rendering
• Consistency across surfaces

By investing in a reusable system rather than one-off implementations, we transformed content from an engineering bottleneck into a self-serve growth engine.