Scaling Unilever’s global eCommerce content through structured CaaS governance.

PROBLEM

Unilever operates one of the most complex Digital Commerce ecosystems in the world, spanning multiple Business Groups, markets, retailers and agency partners.  As digital shelf expectations increased and content requirements multiplied across regions, the organisation faced growing pressure to deliver high-quality, search-optimised content at scale. 

Content production was fragmented across markets and agencies. Governance was inconsistent. Delivery velocity varied by region. Senior stakeholders lacked a single, transparent view of performance, cost efficiency, and value realisation. 

To support global eCommerce growth ambitions, Unilever required a structured Content as a Service (CaaS) model underpinned by disciplined programme management, strong governance, measurable KPIs, and scalable delivery capability. 

SOLUTION 

Neem was engaged to lead and embed a structured CaaS Project Management model across global markets. 

Operating client-side, Neem provided governance leadership and delivery oversight across internal teams, creative agencies, and third-party partners. We introduced a persistent programme structure combining: 

• Dedicated programme and project management leadership 

• Multi-market delivery coordination 

• Vendor performance governance and accountability 

• Clear financial oversight and capacity forecasting 

• Measurable KPIs aligned to Perfect Store Online (PSO) metrics 

We implemented a structured Search and Content Flywheel model, supported by Neem’s proprietary Kwery platform for Search Keyword List (SKL) management and content prioritisation. 

Automation was embedded within reporting, tracking, and content workflows to reduce manual effort and increase transparency. Delivery teams were stabilised through a persistent core model, improving retention, knowledge continuity, and delivery predictability across markets. 

The result was a scalable CaaS operating model capable of supporting multiple Business Groups and regions simultaneously, while maintaining governance discipline and commercial control. 

RESULT

The CaaS Project Management model delivered measurable improvements in performance, efficiency, and global coordination. 

• Significant reduction in content production cycle times 

• Improved search visibility and digital shelf performance across priority markets 

• Clear multi-market governance and performance transparency 

• Strengthened vendor accountability and delivery predictability 

• Automation-driven efficiencies, achieving up to 85% cost reduction and 98% time savings in key workflow areas 

• Over 120 previously underperforming performance metrics moved from red to green through structured programme governance 

The CaaS model is now embedded as a scalable, repeatable delivery framework supporting global digital commerce growth.