Melissa has been working at the intersection of digital asset management and usability for almost 20 years. She holds a master’s degree in Information Studies from The University of Texas at Austin and worked in academic libraries and museums before coming to her current role. She now manages the marketing technology stack for the corporate brand at Phillips 66, a diversified energy manufacturing and logistics company with a variety of sub-brands including Phillips 66, Conoco, 76, Red Line and Kendall Lubricants. Her goal is continuous improvement, through collaboration, education and service-oriented system design.
User engagement strategy
Metadata types/fields and categories
Insights, Portals, Templates, Entries, and/or another PIM platform
DAM cleanup/site refresh
Roles and permissions
Business strategy using DAM
Departments using Acquia DAM:
Adobe Creative Cloud
Global DAM locations:
Most proud of:
The structure of our DAM is definitely our differentiator. I'm so proud of how the system is built to allow roles, asset groups, and metadata to build a "web" of context around each and every asset, to relate it to the other assets in a way that scales. It has made it possible to grow the DAM from 5,000-30,000 assets in 3 years and to grow from 50 to 2,000 users. And that structure allows us to lean hard on automated features within portals and collections, to make sure we can serve the best assets exactly when they're needed.
Implemented Acquia DAM because:
When I came into the company, we had 100,000 assets that were totally unstructured and uncontrolled. Duplicates, low-res, high-res, videos and photos and logos--it took several emails to several different people to find anything. We needed something that would allow us to take stock of our creative holdings. Once we had that, it allowed us to embark on new photography and videography campaigns and start winning awards for our corporate creative work, and build the corporate brand to a new level of sophistication.
Return on investment (ROI):
ROI for us is saving time and staffing (which is itself, money). Upon implementing the DAM, our average request-to-fulfillment time went from 48 hours to 10 minutes, a time that we have maintained even as the DAM grew exponentially. We need fewer people to maintain the systems because we know where things are and how they are described, and our employees can self-serve the formats and assets they need without ever coming to our team. That's a huge saving in our work time and theirs. With 50,000 downloads a year (roughly), we are not only saving hundreds of work hours for our core team, but actually creating new workflows where none existed before.
Desired customer outcomes (DCOs) hoping to achieve:
Organize content in one system
Integrate your Martech stack
Consolidate redundant tools
Ensure brand consistency
Publish brand-approved content
Repurpose your best-performing content
Streamline your workflow