Scaling Consumer Web Content with Adobe Experience Manager (AEM)
Project Overview
While at Epsilon, I led the content authoring implementation of Adobe Experience Manager (AEM) as the
company's first enterprise content management system. Epsilon is a data-driven marketing and technology
company trusted by major automotive brands to collect, analyze, and activate large volumes of consumer data.
Despite its advanced data capabilities, Epsilon lacked a centralized content management system (CMS),
relying instead on fragmented workflows across marketing, engineering, and client teams.
Context & Challenges
As Epsilon's first enterprise CMS, the implementation of Adobe Experience Manager (AEM) was a critical
initiative to centralize content management, improve efficiency, and enhance the quality of digital
experiences for clients. The project faced several challenges, including:
- Fragmented Content Workflows: Prior to AEM, content management was decentralized,
leading to inefficiencies and inconsistencies across teams.
- Reliance on Developer Resources: Content creation and management required significant
developer involvement, creating bottlenecks and resource constraints.
- Complex Stakeholder Landscape: The project required collaboration across multiple
departments, including marketing, engineering, and client services, each with different needs and
priorities.
- Change Management: Introducing a new CMS required significant change management efforts
to ensure adoption and minimize disruption to existing workflows.
- Lack of Standardized Taxonomy and Metadata: The absence of a unified content taxonomy
and metadata schema hindered content organization and discoverability.
Key Responsibilities
As the content manager, I partnered with stakeholders across marketing, product, design and engineering to
establish Adobe Experience Manager as Epsilon's first enterprise CMS, owning the content authoring
initiative end-to-end, from planning and platform definition, documentation,content migration, authoring,
QA, to launch and ongoing governance.
- Established AEM content information architecture, taxonomy, for AEM Assets and Sites
- Defined content governance, workflows and publishing processes
- Cross-functional collaboration and stakeholder engagement
- Content operations, documentation, training
- Collaborated with development team to establish AEM component catalogs to scale reusability.
- Supported SEO, accessibility, and brand compliance.