Case Study
Martin Guitar
Martin Guitar needed to move from a legacy ecommerce platform to Salesforce Commerce Cloud, with a major content, data, and site-structure lift happening alongside the technical build.
Snapshot
Client: Martin Guitar
Industry: Musical instruments / heritage DTC retail
Platform: Salesforce Commerce Cloud
Scope of Work: Legacy platform migration → ongoing support & production retainer
The Situation
Martin Guitar needed to move off their legacy ecommerce platform onto Salesforce Commerce Cloud — a full replatform, not just a redesign. Like most companies at this stage, they had a development agency handling the technical infrastructure, but no one dedicated to the enormous amount of content, data, and site-structure work that a migration like this requires. That gap — the work between “the new platform is built” and “the new site actually works for customers” — is where CUSTODIAN came in.
The Work
CUSTODIAN led the full content and data side of the migration: mapping and migrating existing content into the new platform, building out the site’s taxonomy from scratch, and producing new landing pages built to the new design system. Alongside that, CUSTODIAN set up product filtering, managed product data, configured promotions, and worked in lockstep with the development agency’s timeline so content and infrastructure landed together instead of one holding up the other.
The Partnership
When the migration wrapped, Martin Guitar kept CUSTODIAN on — not for a follow-up project, but as an ongoing extension of their internal team. Today, that looks like building out blog content, producing artist model landing pages, drafting press releases, managing digital asset production, and handling ongoing product data imports. CUSTODIAN sits in on the same workflows and questions Martin’s internal team relies on day to day, rather than being looped in project by project.
The Impact
Six years in, CUSTODIAN remains embedded in Martin Guitar’s day-to-day website operations — handling the volume and variety of ongoing content and data work that would otherwise require a dedicated in-house hire or several.
Why It Works
Martin Guitar didn’t need another full-time hire to keep their site running — they needed someone who could move at the pace and depth of a team member without the overhead of one. That’s the model CUSTODIAN offers: less commitment than hiring, comparable output, and no ramp-up time on the next project because the relationship, context, and trust are already there.