Commerce/DTC
Redefining Digital Strategy for a Brand in Motion
Repositioning Bob’s Red Mill from transactional eCommerce to a content-first brand platform
At a glance
Role
Design Lead, Platform Strategy
Level
Director
Scope
Content & CMS Re-platform, Search & Discovery, Brand Expression
Category
Commerce/DTC
Outcome
3x faster publishing cycles · 230% increase in recipe search clicks · 40% increase in search engagement
Overview
Bob’s Red Mill came in built for transactions, not relationships—a product catalog, not a destination. The work repositioned the site as a content-first brand platform: replatforming to Craft CMS and introducing a modular system that let internal teams publish faster, test more often, and iterate without waiting on dev cycles.
Challenge
The existing site was transactional by default—built to move product, not to build a relationship with people who already loved cooking with Bob’s. Content lived outside the CMS’s real capabilities, search couldn’t surface recipes the way people actually searched for them, and every content change was a dev-dependent bottleneck. The brief was to reposition the brand around its actual strength—the recipes, the community, the expertise—without losing commerce performance.
Approach
Re-platformed for editorial control—moved to Craft CMS so content and marketing teams could build, test, and ship pages themselves instead of queuing dev time.
Redesigned search for discovery—rebuilt search around how people actually look for recipes, not SKU-matching.
Brought the brand to life online—gave the content system a point of view instead of a template, so the site could carry Bob’s voice, not just its products.
Results
3x faster publishing cycles, a 230% increase in recipe search clicks, and a 40% increase in search engagement.
