Maybe your DAM future, too?

CLA Presentation
3-29-2013

Who am I?
Digital Assets Manager
Oakley, Inc.

Oakley

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Oakley

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Oakley

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Oakley

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Oakley
We are a bit different

We have a tank

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Oakley
We are a bit different

Our building is pretty out there

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Oakley
We are a bit different

This is the lobby

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Oakley
We are a bit different

This is where I sat waiting for my job interview

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Oakley
We are a bit different

Orientation happened here in the auditorium

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What do I do?
People, Process, Content and Technology

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What do I do?
People

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What do I do?
People Stakeholder Groups

Design
VOICE
Creatives
Print Production
Photo Production
Marketing
Global Marketing
Agencies
Sports Marketing
Digital Consumer Experience
Global Sales Development
PR
Sales
Subs
Distributors
Retail
IT
Corporate Communications

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What do I do?
Content Final Mechanicals

OAKLEY INC.

2013 Oakley Inc. | 800.320.9430 | OAKLEY.COM

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Job Number:
JOB Name
Athlete/Product
Requested By:
DUE DATE:
Date:
Date Revised:
Designer:

MKTG 12-5868
Aquatique Frogskins
Frogskins
1/2/13
January 4, 2013 2:24 PM
Van Ho

Bleed
Trim:
Safety:
4C
PMS:
Notes:

17.25 x 11.25
17 x 11
.375 inside trim

CMYK
Green line does not print indicates bleed.
Red line does not print indicates trim
Blue line does not print indicates safety area

What do I do?
Content Final Mechanicals

Mechanical files are complex, compound assets with links, like the links in
a relational database
Final art prefilighted and compressed into a .zip
No fonts included
PDF or JPEG used for preview and Windows friendly presentation art
Metadata sheets provide product and usage rights info
Graphic guidelines provide detailed information to guide local artists with
instructions on proper use of the Master Files
Ads and POP (Point of Purchase) assets also often part of deliverable

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What do I do?
Content Athlete Assets

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What do I do?
Content Sport Assets

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What do I do?
Technology

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What do I do?
Up next . . . Enterprise DAM Program, and new DAM software

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How did I get here?

DAM good question . . .

My Background
History Professor Wannabe gives up, and trips into Digital Asset Management

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BA History and English Literature, University of Minnesota Twin Cities

MA History, University of Wisconsin Madison
Brand Asset Manager, Fiskars Brands inc. (11 years)
MA Library and Information Studies, UW - Madison

How I Ended up at Oakley

The job hunt: Supply and Demand

There arent a lot of DAM jobs, but also not a lot of people qualified to get
one
Was open to non-DAM jobs, but in a tight economy, there are a lot of overqualified candidates to compete with
Used Indeed.com and Monster.com
Used SLA email lists from different local chapters
Networking is important, but being located in tiny Madison, WI, my network
was not that great. LA area is much better for that
At Oakley over 2 years, now

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How I Ended up at Oakley

Landing the Job: Be the Expert

I had one phone interview with Oakley, and was flown out twice for on-site
interviews
The person hiring you is seldom a DAM person, or even familiar with it. And
neither is the company.
You need to know what you are talking about, but also project and
demonstrate expertise no training wheels in this job

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What Does this Mean for You?

Variety, for better and worse

Skills you need to have

People Skills

Customer Service
Finding Art
Art file Help Desk functions
Training

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Networking and Educating

Building buy-in
Getting assets

Skills you need to have

Business Process and Project Management

DAM librarian is a type of specialized Marketing Technologist

A person from the business side that knows enough about content
and IT to be an advocate for your stakeholders
Marketing calendars, brand style guides (formal and informal), usage
rights, how stakeholders think about their assets, and who are the
stakeholders who matter for an asset?

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Skills you need to have

Content & Metadata

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Multi-faceted taxonomies, or multiple taxonomies, based on user groups

Ability to speak the language of all your stakeholder groups
Ability to understand learn product details
Who approves access and exceptions? Organizational savvy.

Skills you need to have

Technology

There are a huge number of DAM vendors out there, plus custom
solutions. Getting training on any one is not useful, until you are on the
job
Need to have enough general knowledge of servers, databases, storage
and networks to be an advocate for your departments IT health

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Resources to think about

Nerd paradise . . . There is a lot to learn, and a lot of opportunities to learn!

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Special Libraries Association (SLA) www.sla.org

Library Schools
DAM Foundation www.damfoundation.org
Henry Stewart http://henrystewartconferences.com/dam/damla2013/
Createasphere http://www.createasphere.com/
Real Story Group http://www.realstorygroup.com/Blog/
Vendor provided webinars (beware of bias)

Thank you!
Questions?