top of page

Enterprise Content Migration

DIRECTV Separation & Migration

Content migrations are rarely just about moving pages. They are about protecting brand integrity, preserving SEO authority, maintaining personalization logic, and ensuring customer journeys remain uninterrupted — all while transitioning platforms, workflows, and governance models.

​

At DirecTV, I led the content strategy and execution framework for a large-scale digital migration, ensuring continuity of experience while modernizing the underlying structure.

Skills

Site Scrub

Audit

Site Map

Migration

The Challenge

DirecTV’s digital ecosystem required platform evolution to support scalability, personalization, and performance optimization. The risks were significant:

  • SEO equity loss

  • Broken customer journeys

  • Content redundancy and decay

  • Governance gaps during transition

  • Misalignment between design systems and CMS architecture

 

The migration required more than content transfer. It required strategic orchestration.

My Process

As Lead Content Strategist, I directed the end-to-end content migration strategy for DirecTV’s digital platform transformation. I conducted comprehensive content audits, defined migration and SEO preservation criteria, aligned personalization and metadata frameworks, and partnered cross-functionally with UX, product, and engineering to ensure structural integrity. My focus was not just moving content, but protecting performance, maintaining journey continuity, and establishing governance to support long-term scalability.

01

Seek & Destroy

site-url-dump.png

  • Completed a site URL dump for both att.com & directv.com

  • Performed a full site scrub for all DIRECTV content

02

Way-finding Audit

wayfinding-audit.png

Visited each URL and identified all impacted pages, marking each one for either migration, retirement or content only updates

03

New Site Maps

sitemap-strategy.png

Created an organized site map for each domain, reflecting the full-page migration plan based on the way-finding audit.

The Impact

The migration modernized DirecTV’s digital foundation while preserving SEO equity, personalization logic, and customer journey continuity. By eliminating redundant content, strengthening metadata structure, and aligning governance workflows, the transformation reduced risk during platform transition and positioned the ecosystem for scalable growth, improved discoverability, and sustained performance.

bottom of page