Retiring MongoDB's legacy platform positioning across the website, blog, navigation, and video in time for the March 2025 Sales Kickoff, so visitors met one story instead of two.
The problem
In early 2025, MongoDB updated its corporate positioning, replacing the “developer data platform” language that had run through mongodb.com for years. The new story was set to debut at the March 2025 Sales Kickoff. The old language was everywhere: a dedicated platform page, product and solution pages, site navigation, hundreds of blog posts, and video. Changing the headline pages alone would have left visitors meeting both stories, sometimes on the same click path.
The approach
- Find everything first. Before changing a page, we inventoried every reference to the legacy positioning across the website, blog, navigation, and video, so the scope was known up front instead of discovered after launch.
- Refresh or retire, item by item. Each reference got a decision: update it to the new positioning, or retire it. Content built around the old story, like the platform page itself and videos focused on it, came down instead of being patched.
- Stage the work around the date. The changes visitors would see first were timed to the kickoff. The rest followed in phased batches over the next several weeks.
- One workstream across teams. Product Marketing owned the new messaging. The web workstream turned it into one plan every contributing team could work from.
My role
I led the web workstream: I built the audit-and-update plan, coordinated with Product Marketing and partner teams across marketing and developer channels, and ran the phased execution on the site.
The result
55 pages, 347 postsUpdated to the new positioning on the kickoff timeline.
- The legacy platform page was retired and its navigation references removed.
- Eleven videos focused on the old positioning were made private.
- Updates across additional digital and developer channels were coordinated through the same plan.
The measure here was completeness rather than conversion: the goal was for a visitor arriving after kickoff to meet one consistent story.