Adria Cianciulli — Digital Product Leader

About

A little more about how I think.

“I love to experiment, come up with new concepts, ideas, and solutions. But everything I build is grounded in logic, practicality, and a real understanding of the audience, the consumers, the ‘users,’ behind every product.”

Today I'm the Digital Solution Owner for Diageo North America, leading product strategy and technical roadmapping across a portfolio of 30+ consumer-facing brand websites. Before that, I led digital initiatives at WWE and News America Marketing — so whether it's a global spirits brand, a streaming platform, or a high-traffic media site, I've likely built something like it before.

Ask me about my dogs

Ziggy and Zelda are two rescue dogs who supervise most of my best thinking. Ziggy negotiates snacks like a vendor contract. Zelda handles morale. Neither has strong opinions on MarTech stacks, but both fully endorse my UX instincts.

Where I add value

Product Strategy & Roadmapping

Cross-Functional Team Leadership

Client-Facing Communication

Engineering & Vendor Management

eCommerce & Website Technical Build

Digital Platform Governance

UX & Accessibility Collaboration

Agile / Scrum Methodologies

Data-Driven Decision Making

Personalization & Analytics

MarTech Stack Consolidation

Digital Architecture & Change Management

Selected Work

Analysis into action, at enterprise scale.

Here are a few projects that show how I work. From ambiguous mandate to executable roadmap.

eCommerce Launch

us.thebar.com FIFA World Cup 26 activation with Casamigos, Buchanan's, and Don Julio

Diageo's First North American eCommerce Platform

Challenge

Diageo had no direct-to-consumer eCommerce presence in North America. Working within the strict legal framework of U.S. alcohol law and regulations, I built their first D2C experience from the ground up, sourcing the right vendors, partners, and technology to support an enterprise-level platform that met both business and consumer needs.

Approach

Our process was simple: discover, learn, map, then build. I led cross-functional teams and technical partners to design and launch a secure, data-driven site (us.thebar.com) that still felt personal, built around rich content and the moments people actually shop for: get-togethers with friends and family, celebrations, shared experiences. That meant marrying the technical with legal, compliance, security, and marketing so the end result felt less like a transaction and more like an experience that brought people together.

Result

A clean, compliant, search-friendly eCommerce site that made Diageo's full portfolio, spirits, ready-to-drink, and non-alcoholic alike, easy to discover and safe to shop. Consumers could learn about a product and buy it securely and conveniently, on a platform built to scale for years to come, with rich content that kept both legacy favorites and new releases generating buzz.

Platform Migration

Migrating 16 Sites to a Unified Platform

Challenge

A fragmented technology stack spanned 16 North American sites, including flagship brand sites plus portfolio and marketing sites, across 24+ locales in a range of languages. Six of those were massive, globally recognized brands, Smirnoff, Captain Morgan, Bulleit, Don Julio, Crown Royal, and Casamigos, that I looked after largely on my own. Most ran on no CMS at all, or a very outdated one, meaning every piece of content and data had to be migrated, live connections to the PIM and DAM rebuilt, and SEO/AEO structure reconstructed from the ground up.

Approach

I coordinated global marketing, legal, compliance, and agency partners to rebuild every site on Vercel with Contentful as the CMS, leading integration of the full technology stack: MikMak for where-to-buy and buy-online, a compliant third-party checkout for direct eCommerce, Salesforce and MuleSoft for CRM, and Salesforce for customer care. Working with local marketing teams across every locale, NAM and global MarTech, and the local agencies who would eventually take over ongoing site work, I pulled together a cross-functional team and drove UAT/BAT and rollout planning, ensuring every site cleared compliance, security, content, design, business, and integration requirements before launch.

Result

A seamless, coordinated rollout with a shared technical foundation for future growth.

AEO & GEO Implementation Strategy

A Visual Framework for Implementing AEO at Scale

Challenge

Once an AEO roadmap is approved, teams need a clear, repeatable way to go from audit findings to shipped changes — across every locale and every brand site, not just one.

Approach

Built a visual, stage-by-stage framework — audit categorization, impact/effort prioritization, page-level implementation patterns, and locale-aware rollout — illustrated here using a public example site.

Result

A reusable playbook that turned a one-time roadmap into a repeatable process across the brand portfolio.

AEO/GEO implementation framework one-pager

View full PDF →

Recommendations

What it's like to work with me.

“Adria is one of those rare professionals who combines intellectual curiosity, technical aptitude, and business acumen in a way that creates meaningful enterprise impact... She proactively identifies opportunities, anticipates challenges before they become obstacles, and earns the confidence of both technical and business partners through thoughtful communication and sound judgment... I have complete confidence in Adria's ability to succeed in increasingly senior leadership roles.”

— Chad Niemuth, Diageo

“Adria had a gift for translating complex digital processes into clear, actionable steps... I trusted her judgment completely, because I knew she was always thinking about what was right for the brand, first. Any organization fortunate enough to have her is gaining a true leader and partner.”

— Alexandria Espinosa, Diageo

“Adria consistently brought thoughtful perspectives to discussions, communicated openly, and was someone you could count on to provide honest, constructive feedback. She's a great collaborator who helps move projects forward while making it easy to work together.”

— Taylor Will, Avid Marketing Group

“She is an outstanding collaborator: organized, proactive, and highly strategic. Adria brings clarity to complex projects, keeps teams aligned, and consistently balances business goals with a strong focus on user experience... Her communication, attention to detail, and problem-solving approach make her a trusted partner and a key driver of successful outcomes.”

— Amanda Bos, Avid Marketing Group

Want to learn more about Adria? Visit her LinkedIn profile here: https://www.linkedin.com/in/adriamc/

FAQ

Questions people usually have.

What kind of projects do you take on?

My focus is digital development, infrastructure, and integrations: building consumer-facing applications of any kind, web, native mobile, standalone apps, and the systems that connect them. I know MarTech stacks inside and out, and I love building consumer brand experiences people actually enjoy using. In practice, that usually looks like digital product strategy and eCommerce/CRM modernization for consumer and specialty brands. Anything where the digital footprint needs to catch up to the ambition of the business, and where the end result makes real consumers happy, not just checks a box.

Do you work with early-stage brands, or only large enterprises?

I work with brands of every size, small, medium, and large enterprise alike. I'm not just a digital technology guru. I'm the person you call in when it's time to revamp your digital footprint or build something completely new. If the project helps a brand connect with its consumers, I want to be part of it.

What's your process for a new engagement?

I jump right in, usually starting with an audit of what exists today, a short set of stakeholder conversations, and a clear, budgeted roadmap before any building begins. No two projects get the same playbook, though. I flex the process to fit the team, the timeline, and what the work actually needs.

Are you available for new projects?

Yes, I'm available for new projects! Whether you're looking for a small website build or refresh, a bigger lift like a new app, or designing and architecting an entire technology stack, I may be exactly what you need. I'd love to hear about your project and see how I can help.

What makes you different from a typical product manager?

I'm a creative problem solver at heart. I ground every recommendation in logic and practicality rather than chasing the newest tool, and I genuinely enjoy the analysis-to-roadmap part most people want to skip. I love to experiment and come up with new concepts and solutions, but everything stays grounded in what actually works for the people it's built for.

I build digital products that make sense — and I have fun doing it.

A little more about how I think.

Analysis into action, at enterprise scale.

Diageo's First North American eCommerce Platform

Migrating 16 Sites to a Unified Platform

A Visual Framework for Implementing AEO at Scale

Brands I've Shaped

What it's like to work with me.

Questions people usually have.

Photography & Art

Let's talk.