The Full Resume

Nothing cut (almost). Too long to send in its entire, so it lives here.

Becky Head

San Francisco Bay Area | Email | LinkedIn | Portfolio

Principal Product Manager | CMS & Platform | AI, Design Systems, DAM, PIM & E-commerce

Summary

Product leader and web development manager with 15+ years of mentoring and managing developers and designers, 9+ of them in product, and in-the-trenches experience designing and building digital platforms and ecosystems. Systems thinking is the through-line: how content models, workflows, and integrations behave together, and what every downstream surface inherits from them.

I bring deep hands-on experience with enterprise content management and headless CMS, the platform evaluations and RFPs that choose them, and the systems around them: AI-augmented workflows, design systems, DAM, PIM, and e-commerce. Most recently that meant headless CMS, structured content, and a multi-brand design system at Estée Lauder, and before that CMS and platform modernization at Sephora, integrated with AEM Assets DAM and Riversand PIM across roughly 300M annual US sessions and $1B in online GMV. Fluent in API-first and composable platform architectures, and experienced in leading cross-functional work across engineering, architecture, creative, brand, editorial, demand generation, and localization teams.

Before product, I directly managed teams of 5 to 8 developers and designers at Lyris and Treasury Wine Estates, and ran delivery for an in-house creative team of seven at Bare Minerals. I treat the website as a business asset, not just clean code but the surface that carries brand, demand generation, and growth, and I translate platform strategy into the workflows, governance, and change management that teams actually adopt. I also build and run my own composable web platform at sugartown.io, a TypeScript monorepo on Sanity and GROQ, with a Contentful proof of concept on Next.js, using AI-driven and agentic workflows for prototyping, CI/CD, content publishing, and governance, and built its AEO layer: schema.org JSON-LD, llms.txt, and prerendered pages so AI crawlers can read it.

Leadership & Impact

Platform Leadership Led design system and CMS product modernization for global, multi-brand enterprise portfolio, leading cross-functional teams of up to 12 designers, and 6 developers (Estée Lauder).

Platform Evaluation Ran a 9-vendor enterprise CMS RFP end to end through implementation (Sephora); took a headless CMS RFP through requirements and a 3-vendor shortlist, stopping before vendor demos (Estée Lauder); ran the Workfront replacement RFI (Sephora); ran CMS RFIs at StubHub and Backroads, both landing on Drupal 8 on Acquia.

Scale & Reach Owned DAM and CMS platform modernization and adoption for a global retail ecosystem serving roughly 300M annual US sessions and $1B in online GMV (Sephora).

Operational Efficiency Cut time-to-market by up to 60% and manual content migration effort from months to hours (Sephora); replatformed a luxury brand in under 3 months versus a 9 to 12 month organization average (Estée Lauder).

Change Management Ran stakeholder change management as a first-class workstream, roughly half the effort on the Tatcha Shopify replatform and the Sephora authoring workflow rollout.

People Leadership Directly managed teams of 5 to 8 developers, designers, and email specialists (Treasury Wine Estates, Lyris); managed an Associate Product Manager (Sephora).

Professional Experience

Tatcha (Unilever Beauty), San Francisco, CA (Hybrid)

Senior Product Manager, Shopify Migration (Contract), Jan 2026 – Feb 2026

• Managed scope and release readiness for a Salesforce Commerce Cloud (SFCC) to Shopify migration under a compressed timeline, triaging 500+ open test cases down to 51 launch-critical items in 3 weeks and writing the acceptance criteria and launch readiness definitions that engineering and QA used to gate the release. Stakeholder change management accounted for roughly half the work
• Used AI to consolidate 20+ fragmented tracking spreadsheets into a unified reporting model, and delivered weekly executive dashboards covering program status, risk, and cross-team integration dependencies through launch

Estée Lauder Companies Inc., New York, NY (Remote)

Principal Product Manager, Sep 2023 – Dec 2025

Product Lead for Enterprise CMS and Design System innovation scoped for global, multi-brand ecosystem; partnering with a cross-functional team of 6 developers and up to 12 designers

• Led a headless CMS RFP across procurement, engineering, architecture, and brand stakeholders through requirements and a Contentful, Contentstack, and Acquia shortlist, using AI to organize and iterate the process; delivered a requirements framework as the foundation for future CMS strategy before a separate enterprise decision to move to Shopify ended the RFP ahead of vendor demos.
• Implemented Storyblok for the full launch of tomfordbeauty.com, the enterprise's first headless implementation, designing a deliberately atomic content model decoupled from the tool; that launch fed the requirements framework for the headless CMS RFP, then scoped the model against Storyblok, Contentful, Contentstack and Drupal during that RFP
• Defined structured content types and specifications spanning CMS, shopping cart, and design system, standardizing metadata and taxonomy while cutting legacy Drupal 7 fields by 60% and speeding editorial time-to-publish through redesigned Storyblok authoring workflows.
• Owned the CMS preview and publish workflow as engineering's CMS partner, including the Storyblok publish webhooks that triggered a custom publishing app to compose CMS content with the component library into live pages. Cart and checkout copy was CMS-managed, with permissions set so brand teams could edit what they owned.
• Presided over a greenfield big bang replatform of luxury brand tomfordbeauty.com in under 3 months on Storyblok headless CMS and design system foundation, when previous rollouts had averaged nine months to one year
• Ran two localization models concurrently, folder-level for the marketing site and field-level for the ecommerce site, and scoped an AI-assisted auto-translate capability
• Piloted AI-augmented workflows across design-system documentation and QA, and PM processes and documentation.
• Then led rollout of design system to 5+ flagship brands defining component governance, design tokens and multi-brand theming, with accessibility standards (WCAG 2.2 AA/ARIA); the system catalogued 65 component primitives and 10 composite content blocks
• Set up design operations for the design system team, defining design queue management and Figma and Jira governance, and bringing the designers and their junior design ops person up to speed on running it.
• Made the case for 4 to 6 sprints of rework after engineering, new to design tokens, had collapsed the three-tier token hierarchy (global, alias, component) into one; got alignment, and the system scaled to all five brands
• Made a technical design system designer a hiring requirement rather than a nice-to-have; ELC hired one on that recommendation
• Partnered closely with EDS engineering on a Shopify proof of concept (POC) and made the business case to leadership that the Enterprise Design System (EDS) was the strategic enabler for scaling brand migrations, demonstrating how EDS components and tokens could deliver governance, reusability, and creative flexibility across 20+ global brands.
• Facilitated daily standups, sprint planning, sprint reviews, retrospectives, and backlog refinement for the Enterprise CMS and Design System team

Sephora, San Francisco, CA (Remote)

Senior Product Manager, Aug 2021 – May 2023

Owned CMS platform modernization and product-side adoption for a high-traffic global retail ecosystem serving ~300M annual US sessions and ~$1B in online GMV, with a product scope spanning CMS, PXM, and DAM

• Led the enterprise CMS RFP end to end across procurement, engineering, architecture, and marketing stakeholders, evaluating 9 vendors, shortlisting 3, and executing a full RFP process with a cross-functional team over 8 weeks; delivered the Contentful recommendation and saw it through from vendor selection to implementation.
• Led MACH-based CMS modernization off a monolithic Oracle commerce platform, integrating CommerceTools, Contentful, AEM Assets, and Riversand across a ~224,000-asset library; defined requirements and integration strategy, partnered with a dedicated team of engineers and architects
• Represented product in the PIM RFP that selected Riversand over Akeneo, Salsify and Pimcore on a weighted scoring model with five-year TCO, then owned the PIM (Syndigo) as product through 2023
• Owned the restart of the content model when the first attempt proved too flat: sketched an atomic model (a button defined once, referenced by a hero banner, referenced by a landing page), walked engineering through it, iterated on their feedback, and rebuilt, producing a cleaner GraphQL schema and more modular front-end components
• Defined the atomic bX content model for creative automation and presented it to architecture and engineering to build consensus and train the team on the way forward
• Built over 40 modular content types to support component reuse, scalability, and consistent delivery across channels
• Improved content authoring and publishing workflows for editorial and marketing teams, reducing manual steps by half and cutting time-to-market by up to 60%. Roughly half that effort was change management, bringing editorial and marketing onto the new way of working
• Won Quarterly Simplification Award for bulk migration utility that migrated 500+ pages, reducing manual publishing effort from months to hours
• Implemented localization in Contentful at the field and reference level, and partnered with vendor RWS on a custom translation utility that routed producer-submitted content through human translation and auto-published it into the target locale in its original content shape, with a dashboard and notifications for governance
• Modeled email as modular content in Contentful for the 2022 Email MVP, with each email entry carrying its Epsilon message ID so content and send were joined; piloted on VIB Rouge gift campaigns
• Worked with the SEO lead and an architect, as the CMS subject-matter expert, to build an in-house tool for SEO and content producers to manage redirects and SEO-specific URLs, with canonical-URL edits restricted to the SEO team
• Connected structured product data and metadata to search, personalization, and recommendation engines to enable activation and reuse across customer touchpoints
• Set the ID and naming convention for content types, such as campaign banners and homepage promos, that passed through to analytics, giving the web production team behavioral data on what loaded and what users did, and the foundation the ML team's CDP used for personalization
• Identified the lack of a formal design system as the blocker on modular content and design work, and scoped the business case for one with the VP of Design
• Scoped and led the migration of AEM Assets to AEM Cloud, working directly with Adobe
• Defined and owned usage-rights, expiration and versioning metadata and workflows in AEM Assets as product owner, with the engineering and DAM teams who configured them
• Led the Dynamic Media discovery and wrote the PRD after DAM storage grew from 15 TB to 60 TB in a year, framing three options and personally presenting the seven-figure platform case to the Enterprise Architecture Council
• Designed a marketing taxonomy spine of 11 canonical fields and mapped 12 marketing systems against it, so content, assets, product data, and campaigns could share one vocabulary
• Owned the full Agile cadence for the CMS and CX engineering team, running sprint planning, daily standups, sprint reviews, and retrospectives, and keeping the backlog refined and prioritized for engineering, architecture, and content stakeholders.
• Ran the RFI to replace Workfront, evaluating Asana and Monday.com; Monday.com was selected (implemented post-tenure)
• Managed an Associate Product Manager for content management, whose scope covered PXM, DAM, and Workfront

Elephant, Oakland, CA

Lead Product Manager, May 2021 – Aug 2021

• Led product for the FX Networks site redesign at Elephant, a Huge agency, on a limited-term contract. The site was nominated for a 2023 Webby after the engagement ended.
• Turned client stakeholder input into feature requirements for a large-scale redesign, and ran a client prioritization session using an adapted MoSCoW framework.
• Ran weekly design reviews against a compliance checklist for brand, SEO, and WCAG 2.1 AA accessibility, working with the agency's PM, developers, and designers to confirm client requirements were met.
• Advised the Creative Lead on a modular design system that flexed across limited series and multi-season shows, and documented for the development team how to implement it in the CMS.

StubHub, San Francisco, CA

Senior Product Manager, Mar 2019 – Mar 2020

• Ran a formal CMS RFI with procurement for a large, engineering-led organization, so Marketing and Merchandising authors could publish to the core website and the iOS and Android apps.
• Led stakeholder interviews, requirements gathering, total cost of ownership analysis, and the platform recommendation, then orchestrated the selection through to contract signing, partnering with DevOps and InfoSec on vendor compliance review and with Procurement as the signature owner.
• Defined the Merchandising MVP on API-first, headless Drupal 8 on Acquia: DMA (Designated Market Area) targeting, modular design, and device-specific content. Drupal 8 was selected and the MVP was implemented before the 2020 pandemic layoffs.
• Built the CMS product roadmap and the project RACI, and managed the implementation partner and the iterative release schedule in Jira and Confluence.

Backroads, Berkeley, CA

Product Manager, Jun 2017 – Dec 2018

• Led Drupal 8 RFI on Acquia, selected the implementation vendor, and planned the implementation with that vendor and an in-house dev team upskilling from hand-coded builds to Drupal; mapped customer journeys to inform CMS architecture, and the research directly shaped the RFI, which evaluated headless and traditional approaches before landing on Drupal 8, implemented after the contract ended
• Product manager for content across web, email (ExactTarget), and catalogue channels, owning the guest journey end to end
• Led a full guest-journey audit ahead of the platform decision: current- and future-state journey maps across all nine stages of the guest lifecycle and every guest-facing channel, a multi-week Guest Content Audit, persona development, and competitor analysis
• Mapped legacy systems, architecture, and processes, and proposed the data schema for migrating legacy content to Drupal 8; ran competitive analysis of web content architecture across the travel vertical

Bare Minerals, San Francisco, CA

Senior Digital Project Manager, Jan 2016 – Oct 2016

• Configured and launched a Celum Digital Asset Management (DAM) system with usage rules, permissions, and content lifecycle controls for all digital creative assets, replacing an environment with no centralized asset system
• PM'd the Demandware (now Salesforce Commerce Cloud) e-commerce redesign
• Ran intake, approvals, and delivery for an in-house creative team of five designers and two copywriters, cutting creative turnaround from 8 weeks to 5 and lifting productivity 40% with no added headcount; the approval redesign ran on ProofHQ, now Workfront Proof
• Wrote and presented a Ways of Working document to all departments, and kept delivery running through the creative department's relocation from San Francisco to NYC

Treasury Wine Estates, Napa, CA

Interactive Services Manager to Information Technology Systems Manager, MarTech, Feb 2012 – Aug 2015

Managed a globally distributed team of 5 to 8 developers, designers, and email specialists across Napa and Melbourne, owning all digital properties worldwide: 80+ websites across 30+ US and global brands

• Instituted global web development processes, governance, and legal compliance; documented the global digital footprint and migrated or retired under-performing brand sites
• Implemented creative control structures and governance checks across all brands that reduced legal liability in a heavily regulated industry
• Owned the Widen DAM platform across the portfolio, including the workflow around it and the vendor relationship, with a dedicated asset manager handling curation
• Owned MarTech vendor contracts and budget for Salesforce, eWinery, and Widen as the IT owner for MarTech
• Ran e-commerce across seven wineries, including monthly Friends & Family sales and larger quarterly events, and ended recurring eWinery outages during high-volume sales by bringing the vendor into a war room with a named owner and live reporting
• Led e-commerce store launches and flagship brand redesigns, consolidated platforms, and owned SEO, SEM, and web analytics reporting
• Led the migration off Marketo onto ExactTarget as the email platform, with Salesforce as the CRM, and redesigned the email template system and strategy to improve productivity, conversion, and usability
• Built an internal agency-style model that assessed project needs, defined technical requirements, and ran projects from concept to launch, with a staffing strategy that scaled to multi-brand demand

Lyris, Inc., Emeryville, CA

Senior Manager, Web Development, 2008 – 2011

Managed a team of 5 web developers and designers across all web properties, community, and social channels for five B2B businesses; mentored and coached the team through delivery and performance management, increasing team productivity by 200%

• Consolidated five legacy websites into one and migrated the corporate website from Hot Banana CMS to Joomla 1.5 with an internal team and very few extra resources
• Drove a marketing landing-page application that interfaced with NetSuite CRM, reducing reliance on marketing and developer resources
• Configured and launched a small e-commerce store for a lite version of the product
• Owned SEO, SEM, PPC (Google AdWords: YouTube promos, content, search, remarketing) and Google Analytics KPI reporting
• Ran the team's job queue of nearly 1,800 tickets, and oversaw technology, investments, operations, and success measures across the web properties, helping Marketing become a profit center

Lyris, Inc., Emeryville, CA

Senior Web Designer / Webmaster, 2004 – 2008

• Led a 500+ page website redesign, launched ahead of schedule
• Re-skinned the email-marketing application and handed off HTML/CSS/DHTML templates to engineering

Education

City College of San Francisco | Art & Design

UC Berkeley Extension | Unix & JavaScript

Certified Scrum Product Owner (CSPO)

Skills

CMS & Content Platforms

Contentful • Sanity (GROQ) • AEM • Drupal • Storyblok • WordPress • Joomla • Structured content modeling • Multi-brand governance • Authoring workflow design • Localization pipelines • Translation workflow design • Localization models (field, folder, reference level) • Component mapping • Information architecture • Navigation systems • Metadata & taxonomy • CMS-PIM-DAM integration (Riversand, Celum, Widen, and AEM Assets) • Data mapping • Business rules • Data transformations • Validation logic

AI, Automation & Personalization

AI Product Strategy • LLM Integration • Model Context Protocol (MCP) servers • Prompt Engineering • Retrieval-Augmented Generation (RAG) • AI Experimentation • Human-in-the-Loop Systems • AI Governance • Responsible AI • Personalization Systems • Recommendation Engines • Semantic Search • Knowledge Graphs • AI UX Design

Design Systems & Commerce

Enterprise design systems • Component governance • Inner-source contribution models • Multi-brand theming • Design tokens • Style Dictionary • Styling hooks • Linters & validators • Backward compatibility • Breaking-change management • WCAG 2.2 AA / ARIA accessibility • Figma • Storybook • Frontend component architecture (HTML/CSS, TypeScript, React, Next.js, Vite, React Native, Web Components) • Responsive / mobile-first design • Shopify/Shopify Plus • CommerceTools • Salesforce Commerce Cloud (Demandware) • Digital merchandising • Catalog modeling • PDP/PLP modularization • Search (Algolia, Elasticsearch)

Product & Delivery

Roadmapping • Systems thinking • Agile delivery (Scrum, Kanban) • Program management • Portfolio & workstream governance • Resource & capacity planning • Vendor management • Intake & approval workflow design • Requirements & acceptance criteria • User stories • Functional specifications • Backlog management • Sprint planning • UAT • KPI frameworks • Telemetry • A/B testing • Experimentation • Conversion rate optimization (CRO) • Customer journey mapping • Web performance • Core Web Vitals (CWV) • RFP/RFI leadership • Cross-functional stakeholder alignment • API-first platforms (REST, GraphQL, webhooks) • MACH architecture • CI/CD & deployment (Netlify) • Platform migration strategy • Change management • Milestone, risk & dependency tracking • Release planning • Project & queue management (Asana, Linear, Jira, Confluence, Smartsheet)

MarTech & Lifecycle

Email & lifecycle marketing • CRM platform strategy • ExactTarget (Salesforce Marketing Cloud) • Marketo • Salesforce CRM • Marketing automation platform migration • Email template systems & strategy • SEO • Answer engine optimization (AEO/GEO) • Structured data (schema.org JSON-LD) • llms.txt • SEM • PPC • Google Analytics • Web analytics & KPI reporting

Projects

sugartown.io, own platform (Sugartown Digital)

• Build and run a personal composable web platform: a TypeScript monorepo on Sanity Studio and GROQ with a Vite front end deployed on Netlify, an MCP server that gives AI agents the design system tokens and component contracts as typed tools, and a Contentful proof of concept on Next.js that expresses the same atomic content model in a second CMS, with the components rendering unchanged, all implemented and maintained with AI-driven and agentic workflows for prototyping, CI/CD, content publishing, and governance
• Run it under written AI governance rules, starting with draft versus decide: AI can propose a content or code change, and a human approves the write
• Keep the backlog and a written priority stack on a GitHub Project board, ordered by what blocks other work rather than by value
• Site: sugartown.io. Code: github.com/bex-sugartown/sugartown. Backlog: GitHub Project board