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.