What is a DAM Pro’s Career Path?

The coming DM Crisis is a worthy, interesting article by  . It discusses the value of an internal DAM Pro, their role in understanding a company’s workflow, challenges, and ongoing development; as we have pointed out, a DAM is not a project, with an end – it is an ongoing, living system that needs to adapt to an organization’s innovations… unless your organization doesn’t change, in which case it will probably not be in business in the foreseeable future.

According to news reports, Digital Asset Management is booming: one report assured me that “we’ll be managing $5.36B worth of digital assets by 2020.” It’s certainly a great space to be in for DAM vendors and should be for experienced digital asset managers. So why is it so hard to find any DAM pros? I see DAM positions sit unfilled for months or, worse, searches are abandoned because the right candidate could not be found. Sure, some folks have transitioned to different careers, gone back to school, or decided to retire. But most have gone to work for vendors or become DAM consultants. In the past month alone I know of at least three DAM superstars who’ve left careers at growing companies to work for DAM vendors. Though I can see the attraction of helping guide vendors towards more user-focused features, I think the underlying reason is more worrying.

Companies don’t know what to do with digital asset managers. To what position do you promote a DAM manager… DAM director, chief asset officer? Unless C-suite understands the great value DAM brings to the company, these staff may be the first to be let go during a restructure. They may think “why do we need folks to run our DAM program if we have a vendor’s professional services to do this for us?” To my fellow DAM professionals, this is what we need our DAM conversation to be about.


Article roundup, March 6: Taxonomy and Search, DAM Relationship, SaaS Video DAM

We present three articles for your reading pleasure and attention.

Heather Hedden, our favorite taxonomist, has a new article out on the technologytransfer.eu blog: “Taxonomies in Support of Search” on the relationship between taxonomy and searching.

She covers Faceted search/browse, Post-search refinements, and the rise of Knowledge graphs.

John Horodyski has offered up “What is Your DAM Relationship Status,” driving to the need to have a relationship with your DAM that:

  • Embodies and facilitates responsiveness and agility.
  • Anticipates managing content beyond classically defined digital assets.
  • Fosters greater user interactivity and collaboration across the enterprise.
  • Serves as a single source of truth in the organization, and as such helps quantify the value of digital assets, through their discovery, use and reuse in daily operations.

It drives to the point that a a DAM is not a project – a project, by definition, has a beginning, a middle, and an end. A DAM, on the other hand, has an ongoing need for time and investment, and notes that,

“As an energetic force, DAM will accelerate the conversation between business and consumer. DAM should be viewed as a constant connection between people, processes and technology.”

Rowena Lindsay on techtarget.com has an article worth some time on a company called Mediavine: How Mediavine succeeded with cloud digital asset management.

“Within Mediavine’s interface, its customers are able to upload images and videos directly to Cloudinary. Cloudinary then takes care of transcoding, thumbnail creation and video processing, as well as image manipulations such as cropping, sizing and rotation. […] there aren’t many companies that do all of those services.”