Progress-led, platform-powered.
dsm-firmenich consolidates 50 websites to deliver a unified global brand experience.
3,000
pages and 40,000 assets migrated into one Adobe-powered platform
75%
faster content delivery
33%
reduction in development time
“Through collaboration workshops and governance frameworks — and with Adobe solutions providing a common platform — we built trust and shared ownership across the organisation. It was also great fun. A project like this created unity for our team, and our company.”
Guy Rutten, Vice President of Brand and Digital Communications, dsm-firmenich
Architects of digital unity.
When DSM and Firmenich merged in 2023, their ambition extended far beyond business integration. They set out to reimagine how a unified digital presence could empower a global company to progress in health, nutrition, and beauty. The brand strategies and digital infrastructures of both companies were worlds apart.
Guy Rutten, Vice President of Brand and Digital Communications, and Lenneke Loman, Senior Director, Digital and Tech, Customer and Consumer Domain, co-led the digital transformation. Rutten, after 15 years shaping DSM’s brand and digital marketing and communications strategies, brought a strategic vision rooted in stakeholder-focused innovation, combining branding, storytelling, and user experience excellence. Loman oversaw customer-facing digital applications across marketing, sales, and ecommerce, ensuring technology aligned with business needs and customer expectations. Together, they navigated technical challenges and the complexities of uniting diverse teams across geographies.
“Creating a single digital ecosystem was as much about uniting people and processes as it was about technology,” Loman says. “We needed a platform that every team could take pride in; something flexible, scalable, and built for collaboration.”
Building a modern digital presence.
The creation of dsm-firmenich opened the door to completely reimagine the newly merged company’s digital presence. DSM had already implemented Adobe Experience Manager Sites, Adobe Marketo Engage, and Adobe Analytics, while Firmenich’s systems required modernisation. Adobe Experience Manager Sites as a Cloud Service became the foundation for a global platform capable of supporting diverse business needs. The team consolidated over 50 websites, migrating 3,000 corporate and business unit pages and more than 40,000 assets to create a unified brand identity.
Accenture partnered closely to create an enterprise design system of reusable templates, components, and page sections. This design system powers both public-facing sites and internal applications like portals, ensuring brand consistency and accessibility. Marketing teams now deliver content 75% faster, and development time has been reduced by 33%. Bounce rates across the company’s main sites have decreased by 8%, while page load times improved by 25%, creating a smoother experience for users worldwide.
“Modernising our websites was only part of the goal,” says Loman. “What mattered most was giving our teams the tools and confidence to move faster and think bigger.”
Aligning two corporate cultures required deliberate effort. “Bringing teams together from two very different organisations took time,” Rutten says. “Through collaboration workshops and governance frameworks — and with Adobe solutions providing a common platform — we built trust and shared ownership across the organisation. It was also great fun. A project like this created unity for our team, and our company.”
“Localisation is about relevance. Adobe helps us adapt content without compromising consistency. For a company active in over 100 countries, this is transformational.”
Lenneke Loman, Senior Director, Digital and Tech, Customer and Consumer Domain, dsm-firmenich
Smarter content, stronger connections.
Reaching both global and local audiences and optimising engagement required a smarter approach to both localisation and analytics. Previously, content translation was manual and time-consuming. By integrating Experience Manager Sites with TransPerfect GlobalLink, dsm-firmenich enabled machine translation into eight languages. Content that once took three months to localise now takes a week. Teams can customise content for regional markets while maintaining global brand integrity. Organic search traffic in non-English markets has increased by 18% since implementing the solution, demonstrating stronger global reach.
“Localisation is about relevance,” says Loman. “Adobe helps us adapt content without compromising consistency. For a company active in over 100 countries, this is transformational.”
At the same time, Analytics gives dsm-firmenich visibility into customer behaviour across digital touchpoints. Dashboards track bounce rates, time on site, and campaign performance, allowing teams to make agile adjustments. For example, when rising bounce rates indicated fatigue, the team redirected repeat visitors to tailored landing pages — improving retention and conversion.
dsm-firmenich nurtures these high-value leads and improves lead-to-sale conversion rates using Marketo Engage. “Adobe has given us clarity into how customers interact with our content,” says Rutten. “We now act on data, not guesswork.”
“Every touchpoint reflects our purpose. Adobe provided an evolving ecosystem that keeps pace with customer expectations and global change.”
Guy Rutten, Vice President of Brand and Digital Communications, dsm-firmenich
Delivering on the mission.
This transformation aligns seamlessly with dsm-firmenich’s goal to improve lives through health, beauty, and well-being. Migrating to cloud infrastructure reduced the company’s environmental impact, reinforcing its commitment to sustainability. The platform also supports transparency by enabling customers and investors to access detailed sustainability metrics and progress reports.
“Every touchpoint reflects our purpose,” says Rutten. “Adobe provided an evolving ecosystem that keeps pace with customer expectations and global change.”
With Adobe technology and guidance from Accenture, dsm-firmenich has redefined what it means to deliver exceptional digital experiences at scale.
“This journey with Adobe gives us the confidence to innovate faster and better,” says Rutten. “It allows us to live our purpose and deliver experiences that truly matter worldwide.”
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