Building global digital capability with Optimizely CMP

Mace

Key achievements

16% increase in Americas users
4000+ translations activations
10%-29% increase in non-branded keyword traffic

Mace, the global consultancy and construction firm, partnered with Netcel to deliver a strategic re-platforming programme that would support global growth, improve agility, and empower content teams with modern digital tools.

The engagement began as a consultancy-led initiative to evaluate the case for change, culminating in a full platform migration from Sitecore to Optimizely.

Key takeaways

Consulted from the outset to build the business case for platform change
Re-platformed from Sitecore to Optimizely for improved agility and global reach
Enabled global brand positioning and content lifecycle orchestration
Empowered content teams with tools for personalisation and lead generation
Built flexible delivery model from strategy through implementation

The challenge

With ambitions to reposition itself from a UK-centric construction brand to a globally recognised consultancy, Mace needed a digital experience platform (DXP) that could:

Support international expansion
Enable personalised lead generation across business units
Empower internal teams with more flexibility and control

Mace’s legacy platform, Sitecore, was proving too rigid and expensive to meet these evolving goals. The digital team also faced partner friction and limited scope for content innovation.

Netcel’s approach

Strategy & Definition

Developed Mace’s digital vision and business case

Facilitated internal alignment across business functions
Design & Technology Selection

Defined future-state website experience (technology-agnostic)

Helped define the digital priorities and requirements to inform a competitive RFP process

Ultimately led to Optimizely being selected as the preferred platform supplier
Implementation & Activation

CMP implementation and content recommendations

Set foundations for future AI-led personalisation and content orchestration

The solution

Mace transitioned to Optimizely CMS Content Marketing Platform (CMP), enabling:

Content lifecycle orchestration – beyond publishing to intelligent content planning and delivery
Global content scalability – supporting brand consistency and localisation
Future personalisation – paving the way for AI-driven content recommendations across markets

The impact

Full re-platform from Sitecore to Optimizely CMS
Empowered content teams with modular tools and improved editing workflows
Strategic roadmap now includes content orchestration and personalisation
Internal alignment on digital priorities across business units
Stronger positioning as a global consultancy brand

This project wasn’t just about changing the platform—it was about changing the mindset. Netcel helped us build the internal case and gave us the confidence to scale globally with the right tools in place.

Jamie Vickers Operations Director