Role
Creative Design & Asset Manager
Project Overview / Objective
To improve asset organization, streamline creative operations, and enhance cross-functional collaboration, I let the implementation of Bynder - a digital asset management (DAM) platform - for the Worldwide Grocery Recruitment Marketing team at Amazon. This project aligned with our 2025 Creative Strategy goal to increase efficiency and scalability through improved content systems.
Challenges
- Teams relied on disorganized shared drives, leading to lost time searching for assets and inconsistent usage.
- No centralized hub for storing, tagging, or reusing photo, video, and toolkit content.
- Onboarding needed to be phased, approachable, and scalable across non-technical users.
Strategic Approach
1. System Design & Setup: Partnered with Amazon's DAM specialists and stakeholders to define taxonomy, tagging conventions, and folder structures. Organized foundational assets including 100+ agency-produced videos, photo libraries, and evergreen creative materials.
2. Governance & Standards: Developed a standard operating procedure (SOP) for uploading, tagging, sharing, and maintaining content across teams. Designed a phased rollout to support adoption and ensure long-term sustainability.
3. Cross-Functional Enablement: Hosted an onboarding session to demo navigation, asset sharing, search, and download functionality. Designed additional sessions to train on curated toolkits, landing pages, and template functionality.
Results & Impact
- Reduced time to locate assets and improved content reuse across recruitment channels.
- Increased team confidence in asset self-service; reduced dependency on manual file sharing.
- Created a scalable model that supports toolkit-based distribution (e.g. for campaigns, referral programs, and store launches).
- Positioned WWG Marketing as an earlier adopter of Bynder within WFS, influencing broader creative operations.