VML — Enterprise Web & Front-End Engineering

Project Overview

As a Lead Front-End Developer at VML (now VMLY&R), I worked on high-profile, enterprise-level websites and digital products for a wide range of global clients. This included rapid prototyping, A/B testing, and building scalable component frameworks that supported complex marketing and product ecosystems.

My work centered around bringing design to life — translating creative direction into performant, accessible, and responsive front-end experiences. One of my key contributions was being the Team Lead on the SAP.com redesign project, which required global-scale implementation and close collaboration with multiple teams.

My Role

As Lead Front-End Developer, I:

  • Developed responsive, accessible front-end architectures using HTML, CSS, and JavaScript.

  • Collaborated closely with UX/UI designers to fill design gaps, ensure feasibility, and build rapid prototypes for internal and client testing.

  • Implemented A/B and multivariate testing to optimize user engagement and conversion flows.

  • Integrated front-end builds into enterprise CMS platforms, particularly Adobe CQ5 (AEM).

  • Advocated for early componentization and modular UI approaches to accelerate delivery across large sites.

The Challenge

VML’s work often involved:

  • Global brand sites with multilingual, multi-regional content.

  • Fast-paced delivery cycles for large marketing campaigns.

  • Working across multiple internal teams — design, strategy, content, and engineering — often simultaneously.

  • Ensuring accessibility and performance at scale, while supporting evolving brand standards.

The Process

1. Collaboration & Design Alignment

My role often began before the design was fully finalized. I worked side-by-side with the design team to:

  • Translate concepts into functional prototypes.

  • Identify technical constraints and opportunities early.

  • Conduct A/B testing to validate interaction patterns quickly.

This early collaboration significantly reduced design–dev handoff friction and shortened iteration cycles.

2. Front-End Architecture & Implementation

I led the implementation of responsive, modular UI systems that were integrated into Adobe CQ5 (AEM) and other CMS environments.

  • Built reusable front-end components that allowed content authors to assemble complex pages quickly.

  • Focused on performance optimization and cross-browser consistency, which was particularly important at the time.

  • Enforced accessibility best practices, ensuring compliance with corporate and legal standards.

3. Testing & Optimization

I worked with analytics and strategy teams to run A/B and multivariate testing on key user flows, allowing us to iterate on live experiences.

  • Adjusted layouts, interactions, and components based on test results.

  • Used testing insights to help guide the evolution of the design system.

4. Launch & Knowledge Sharing

I supported launches by ensuring front-end integrity across environments, troubleshooting CMS issues, and documenting reusable patterns. I also mentored junior developers on responsive design and emerging best practices.

Impact

  • Delivered performant, responsive front-end architectures for multiple global brands.

  • Key contributor to SAP.com redesign, enabling global content teams to scale quickly.

  • Improved accessibility and cross-browser performance across enterprise websites.

  • Led rapid prototyping and A/B testing to inform UX decisions in real time.

  • Pioneered early componentization efforts that laid the groundwork for more modern design systems.

Key Takeaway

VML was the place where my technical expertise intersected with design thinking. Collaborating closely with UX teams to solve design and implementation gaps sparked my transition toward UX/UI design. It gave me a foundation in how to bridge user experience, design systems, and front-end engineering at scale.

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