Challenge

The Rogers Business portal needed to support a broad portfolio of services across both small-to-medium business (SMB) and enterprise customer segments, each with distinct needs, service models, and expectations. The experience lacked cohesion across products and customer tiers, making it difficult to scale effectively or deliver contextually relevant, account-based interactions. Executive alignment was critical to ensure the platform evolved in a way that was scalable, strategically sound, and commercially impactful.

Approach

I defined the digital strategy and multi-phase product roadmap for the Rogers Business portal, aligning platform evolution with broader commercial and customer growth objectives. A key focus was clarifying how the portal should serve distinct SMB and enterprise segments—ensuring service visibility, reporting, and account management capabilities reflected the complexity of each customer type.

I led cross-functional workshops across product, technology, marketing, and operations to clarify priorities, resolve trade-offs, and sequence delivery across a complex ecosystem. Grounded in customer insight and competitive research, I prioritized capabilities that improved usability, strengthened the authenticated experience, and supported more context-aware interactions for business customers managing multiple services.

I presented the roadmap and investment rationale to senior leadership, including the Head of Marketing, securing alignment and executive sponsorship. Working within an Agile delivery model, I translated strategy into executable initiatives—balancing technical feasibility, customer value, and long-term platform scalability while laying the groundwork for more segmented and personalized digital experiences.

Impact

The initiative established a clear digital vision and execution roadmap for the Rogers Business portal, strengthened enterprise alignment, and positioned the platform to successfully support high-profile product launches and continued evolution. It created a more cohesive, scalable foundation for differentiated SMB and enterprise customer experiences and future personalization capabilities.