Fabletics is an innovative activewear brand co-founded by Kate Hudson, offering stylish, performance-driven apparel through a flexible membership model. With a data-driven approach to eCommerce and merchandising, Fabletics delivers a highly personalized shopping experience to millions of customers worldwide.
Fabletics was operating on a custom in-house CMS that slowed down marketing, merchandising, and content updates. The engineering team was frequently pulled into minor content changes, limiting their ability to focus on high-priority initiatives. As a result, marketing and product teams faced bottlenecks that delayed campaign execution and hindered customer experience improvements.
To solve these challenges, I led the migration of Fabletics from their in-house CMS to Builder.io, implementing a scalable, efficient content management system that significantly reduced engineering dependencies. In under a month leading up to Black Friday/Cyber Monday, I migrated hundreds of category and collection pages to Builder.io, ensuring a seamless transition before the busiest sales period of the year.
With the new system in place, marketing efficiency improved by 75%, allowing teams to build and launch campaigns in minutes instead of days. Product managers no longer had to create engineering tickets for minor adjustments, freeing up development resources to focus on more impactful business initiatives.
To support Fabletics’ growing international presence, I introduced country-specific homepages and integrated localization capabilities within Builder.io. This allowed Fabletics to tailor content to different regions and better serve diverse global markets, all without additional engineering overhead.
Beyond improving workflows, this transformation significantly impacted the bottom line. By eliminating the need for engineering support on routine site updates, Fabletics redirected valuable developer resources toward strategic growth initiatives. The enhanced system also optimized customer tracking and conversion rate optimization, directly contributing to increased revenue.
By implementing a scalable and efficient content management system, we enabled Fabletics to shift their focus from maintaining infrastructure to optimizing customer experiences. This transition empowered the business to move faster, launch campaigns with greater agility, and ultimately drive growth across their eCommerce operations.
