AI & Adobe Transformation
Great marketing needs a system behind it. I led the first phase of a workflow redesign that gave a 300-person organization a standardized, orchestrated operating model built on Workfront, AEM, and AI-enabled creative tools. The goal was not technology adoption. The goal was faster, cheaper, higher-quality output with clearer governance across every campaign.
3 layers. One operating model.
The redesign centered on three layers - a decision layer where briefs get authored and approved, an orchestration layer where work gets routed and tracked, and a creative layer where assets get produced, stored, and published. Each layer has one system of record.
Decision Layer
Where briefs are authored, approved, and scoped. Defines audience, channel, format, message, and approval chain. One source of truth for every campaign.
Orchestration Layer
Workfront routes tasks, tracks status, and holds the workflow accountable. Automated handoffs between marketing, creative, and platform teams replace email threads and spreadsheets.
Creative + Asset Layer
AEM Assets manages the DAM. Creative Cloud produces base content. AI-enabled tools generate channel-specific variants at scale. Everything publishes from one consolidated library.
4 principles that made this a transformation, not a tool rollout.
Most enterprise tech programs fail not because the technology is bad, but because nobody redesigned the work around it. We started with the work - then chose the tools that would support it.
Process before platform.
Mapped the end-to-end campaign workflow first - audience, channel, format, message, approval - then chose the tools to support it. Technology that serves process, not the reverse.
Governance without bureaucracy.
Built approval chains into Workfront so standards are enforced automatically. Every asset goes through the right eyes without adding meetings or email threads.
AI where it multiplies, not where it replaces.
Deployed AI for channel-specific variants - the repeatable, high-volume work. Human creative judgment stays in the base concept and the strategy, where it matters most.
One DAM, one truth.
Consolidated asset storage into AEM. Version control, access rights, and distribution all flow from a single library. No more "which file is the final?" conversations.
Great work at scale is an infrastructure problem.
Every big marketing organization hits the same wall. The creative teams are good. The strategy is sound. The platforms are connected to the audience. But production speed is slow, quality is inconsistent, and nobody can tell you why a campaign took three weeks instead of one.
The answer is almost never "hire more people." The answer is almost always "redesign the work so the people you have can move faster without losing the standards."
This phase was about laying the foundation. Systems selected, workflow mapped, governance designed, teams trained. The payoff - faster cycle times, lower production costs, cleaner output - compounds over the next 12 to 24 months as the organization lives inside the new operating model.
What this delivered: a marketing organization that can absorb volume without absorbing chaos.
What Phase 1 establishes.
You have seen the work. Let's discuss what's next.
If you are hiring a marketing leader who can connect creative to commercial outcomes - whether that is a launch, a transformation, or both - I am available for select engagements in 2026.