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Menicon’s global relaunch: Websites and LMS built on HubSpot Enterprise

Narrate this article
Menicon’s global relaunch: Websites and LMS built on HubSpot Enterprise
1:17
Multilingual sites

15+

unified in one CMS
Reduction of

50%

in content overheads
In the 1st Quarter

3000+

onboarded to Academy LMS

Menicon is a multinational leader in contact lens technology and professional eye care. Operating across three continents, the company needed to modernise its fragmented web presence and build a scalable, global learning platform for eye care professionals. They partnered with Engaging.io to unify their digital platforms, reduce overhead, and improve the user experience for both customers and internal teams.

 

Menicon website and Academy

 

The problem
Fragmented systems and disconnected platforms

Menicon was managing two separate CMS platforms - one for Global/Asia, another for US/Europe - each evolving in isolation. This led to duplicated content management, inconsistent branding, and limited regional autonomy. Routine updates were time-consuming, often requiring technical assistance.

Meanwhile, analytics and SEO tools varied across regions, making global performance tracking nearly impossible. These inefficiencies not only inflated overheads but hindered marketing agility and diluted brand impact. A more unified, scalable solution was needed, one that could empower local teams while maintaining global consistency and laying the groundwork for future CRM and marketing automation integration.

 

Problem 1:

As a respected global brand, Menicon had invested in separate CMS platforms to support regional needs. While effective early on, this approach led to siloed teams, duplicated content, and visual inconsistencies across markets. Regional teams managed well within these constraints, but updates became time-consuming and fragmented. To scale efficiently and elevate global brand cohesion, Menicon sought a more centralised, adaptable solution.

Problem 2:

The original content learning system had served its purpose, but growing ambitions exposed its limitations. Without SSO with a sister LMS, users faced a disjointed experience. The platform lacked role-based access and dynamic content, limiting personalisation and scalability. Menicon had a clear vision for a modern, global learning hub—and needed the right technical foundation to support it.

The solution

A unified CMS and scalable learning platform

Engaging.io led the end-to-end digital transformation using HubSpot CMS Enterprise. We architected a single, modular CMS instance that supports 15+ regional websites with multilingual capabilities and local team autonomy. Two design systems - “Origami” (for Japanese heritage) and “Mizuhiki” (for global markets) - were developed to allow tailored branding without sacrificing consistency.

The Menicon Academy was rebuilt as a membership-gated learning portal within HubSpot CMS. Using Auth0, we implemented a secure SSO system enabling EasyFit users to access learning content without friction. We also integrated Easygenerator to deliver curated, trackable learning content.
The Strategic Plan
The Implementation
The process
  1. Migrated regional sites into HubSpot CMS Enterprise
  2. Ensured that templates, modules and assets had set design "guardrails" to ensure brand consistency
  3. Implemented multilingual capability using language variants
  4. Integrated an IP checker to help visitors select the correct regional content
Unify global websites in one CMS
The process
  1. Migrated regional sites into HubSpot CMS Enterprise
  2. Ensured that templates, modules and assets had set design "guardrails" to ensure brand consistency
  3. Implemented multilingual capability using language variants
  4. Integrated an IP checker to help visitors select the correct regional content
Empower local marketing teams
The process
  1. Enabled flexible editing access by region
  2. Included custom modules and drag-and-drop templates
  3. Delivered training and documentation for autonomy
Build a modern, role-based LMS
The process
  1. Gated user experience with manual user approval
  2. Role-based content delivery using dynamic HubSpot content
  3. Integration with external LMS content
Streamline systems and data governance
The process
  1. Integrated GA, GSC, GTM, Matomo for analytics
  2. Connected Auth0 for secure LMS authentication
  3. Created backend flexibility for future CRM integration

The Implementation

The implementation was phased across design, development, and deployment, ensuring zero disruption to Menicon’s existing operations while rolling out a powerful new digital foundation. Engaging.io developed two fully modular design systems—“Origami” and “Mizuhiki”—to reflect Menicon’s Japanese heritage and contemporary global identity. These were rolled out across 15+ regional sites within HubSpot CMS Enterprise, each equipped with dynamic content modules, multilingual support, and flexible user permissions.

To support local autonomy, we built custom backend tools that enabled regional marketers to manage content independently while maintaining global brand governance. A custom ECP/store locator and bulk upload functionality streamlined geographic personalisation. On the learning side, we rebuilt the Menicon Academy within HubSpot CMS as a secure, gated experience. Auth0 was integrated to enable single sign-on for EasyFit users, while APIs connected the platform with Easygenerator and LearnUpon for scalable, trackable e-learning delivery.

Future growth was embedded into the build. Analytics infrastructure (GA, GSC, GTM, Matomo) was standardised across all sites, and HubSpot’s CRM and marketing tools were scoped for the next phase. The result: a system that’s easy to use today and ready for what’s next.

The Impact and Results
A unified platform built for scale

 

The impact of Menicon’s transformation was immediate and measurable. With a single HubSpot CMS instance powering 15+ multilingual websites, the company dramatically simplified content operations. Regional marketers gained full autonomy to manage pages and localised campaigns—resulting in a 50% reduction in content management overhead.

The Menicon Academy now offers a seamless learning experience across markets. More than 3,000 users onboarded in the first quarter alone, benefiting from dynamic course delivery, frictionless SSO access, and personalised content based on their role or location.

Beyond efficiency, the new digital infrastructure has created a stronger, more consistent global brand presence. With SEO and analytics tools unified, Menicon’s marketing teams can now act on performance insights, improve customer journeys, and confidently plan for CRM and automation expansion. This wasn’t just a redesign—it was a replatforming that empowered teams, delighted users, and set the stage for sustainable global growth.

Appreciate the Engaging team's great effort on our website project, including both design and development. In the project, we needed to create a group of websites and implement them across more than 10 markets. To accommodate the different needs from each market - such as design, functionality, and translation - the agency skillfully found the right balance between design and development, delivering an excellent result. Thank you, Engaging team!


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