Adobe Experience ManagerFuture State Roles & Responsibilities

Global Process

Future State Roles & Responsibilities

The following pages define the future state roles and responsibilities related to Adobe Experience Manager (AEM)

Business and IT support. These roles capture all the necessary functionality to get digital assets loaded and/or

published within AEM as well as support for the platform and management of business and technical requirements.

Roles can be inclusive of one or multiple individuals depending on your resources, but the responsibilities within the

roles are all critical to the successful deployment of Adobe Experience Manager.

Future State Roles & Responsibilities

Content Contributor – This role is responsible for uploading and managing the content within the DAM. The intent is to

have the Content Contributors loading their own assets into the Digital Asset Management system and pushing them

through the workflow for approval/metadata check by the Content Lifecycle Coordinator prior to the assets being

searchable in the system. This role can be fulfilled by multiple individuals managing assets and can be either internal

staff or vendors.

This role must be in place in order to onboard at the Region/Market level.

Regional/Market responsibilities include:

Asset Upload

Apply Metadata

Acquire contracts

Content Publisher –This role is responsible for creation, editing and publishing of multi-channel content (web, mobile,

social, print). This role can be fulfilled by multiple individuals managing assets and/or pages and can be either internal

staff or vendors.

This role must be in place in order to onboard at the Region/Market level.

Building Pages

Loading/Editing Content

Publishing Pages (Final approval step of CXM approval workflow; validates alignment to global standards)

This step must be managed by someone versed in global AEM standards

Future State Roles & Responsibilities

Content Lifecycle Coordinator – The Content Lifecycle Coordinator is responsible for managing all digital and physical assets through their lifecycle. This business role is responsible for the integrity of the approved assets being managed within AEM. Responsibilities also include managing Digital Rights (contracts and licensing) for all assets, as required, and maintaining the metadata and taxonomy structures supporting AEM. The Content Lifecycle Coordinator should be limited to one or two individuals and is a market or regional role based on how assets are managed in the Digital Asset Management system. Physical archival is an optional responsibility for this role.

This role must be in place in order to onboard at the Region/Market level.

Regional/Market responsibilities are DAM-specific and include*: Asset Upload Approval

Final approval step in asset upload workflow (before assets are searchable by users) Asset Request Fulfillment (optional)

Fulfill requests for assets not on BrandNext (i.e., stock images, etc.) Digital Rights Management

Maintain contract files Maintain IP Rights templates structure Legal liaison on DRM issues

Taxonomy/Metadata Management Maintain taxonomy and metadata structure Maintain synonym list for IT

Digital Asset Lifecycle Management Maintain asset lifecycle including asset expiration, and digital and physical archive

* Item indicated in grey is optional. Regions/Markets can take on this additional ownership when they feel they are ready.

Future State Roles & Responsibilities

AEM Business Administrator – The AEM Administration role(s) is responsible for the day-to-day CXM and DAM

operational aspects of AEM on a Regional/Market level. The AEM Administrator role can be shared by multiple

individuals and is an internal business role.

These responsibilities must be in place in order to onboard at the Region/Market level.

Regional/Market responsibilities include*: AEM operational administration (liaison w/ corporate operational admin)

User Access (user group assignment) Content Lifecycle Coordinator backup IT Liaison (troubleshooting issues) Report Management (creation and maintenance of CXM and DAM usage reports)**

Training/testing capabilities Train end users on CXM and DAM Test CXM and DAM during upgrades/enhancements

Workflow and business process management Manage business processes and work with IT to setup and maintain system workflows

* Items indicated in grey can be deferred to the responsibility of the Corporate AEM Business Administrator. Regions/Markets can take on this additional ownership when they feel they are ready.

** Level of involvement will be based on findings during Phase II BrandNext.

AEM Business Owner - The AEM Owner is responsible for the oversight of the AEM platform, which encompasses Content Experience Management (CXM/CMS) and Digital Asset Management (DAM). This business role focuses on content management platforms and their supporting foundational requirements (e.g., taxonomy, IP rights, digital rights management, etc…) in order to provide structure and consistency across the Region/Market. The AEM Owner should be limited to one person and is a Regional or Market-level role (based on structure).

This role must be in place in order to onboard at the Region/Market level.

Regional/Market responsibilities include*: AEM Administration Oversight

AEM Platform Administrator backup Content Management SME

Global CXM/DAM liaison Digital Rights Management SME Taxonomy/Metadata Management SME

Regional and/or Market-level taxonomy and metadata requirements must be owned by the

Region/Market AEM Owner Digital Asset Lifecycle Management SME (requirements supporting creation, management,

distribution, and preservation of digital assets) Report Management SME for CXM and DAM (available Phase II BrandNext) Standards & Governance Management for CXM and DAM

* Items indicated in grey can be deferred to the responsibility of the Corporate AEM Owner. Regions/Markets can take on this additional ownership when they feel they are ready.

Future State Roles & Responsibilities

Workflow Related Roles

Non-Workflow Related Roles

AEM Regional Business Team RACI

AEM Regional Business Team RACI*

TaskAEM

Business OwnerAEM

Business AdminContent Lifecycle

Coordinator Content

Publisher Content

ContributorCorporate Comment:

User request for building new site A R   C I I  

AEM feature request A R I I I C  

Governance/Standards A/R C C I R C/Support  

Integrations for future state (3rd party) C C I I I C/SupportA - 3rd party vendorR - business role is still tbd

Digital Rights Management A I R R R I  

Digital Asset Lifecycle Standards A I R I C I  

Report Management A R C   C I  

CXM SME A C       C/Support R - Role can exist anywhere within team

DAM SME A C I     C/Support R - Role can exist anywhere within team

Taxonomy/Metadata Management A I R I I C/Support  

Page Publishing/Approval I A   R I    

Content Management (site-specific) I A   R C    

Content Loading   I A   R    

AEM Liaison w/ Global Team A/R I I     C  

Admin Backup R A I        

User Access A R C        

CLC Back/up   R A   I    

IT Liaison for issue escalation A R I I I C/SupportEscalation path proceeds to Corp AEM Bus Admin

Usage Reporting I I R R R    

DAM Training (includes CLC training) A R C     C/Support  

CXM Training A R       C/Support  

Platform Business Testing A/R R R C C I  

Workflow Process Management A R C C I I  

* All items effecting the core AEM platform and/or solutions requires partnership with Corporate counterparts to align and establish global acceptance

R = Leads the workA = Accountable for the output of the workC = Consulted with before/during the workI = Informed when the work is completed

Future State Roles & Responsibilities

AEM Software Developer – The AEM Developer role is responsible for partnering with the Digital teams on the

components, layouts and styles of AEM. In some cases, the AEM Publisher may be able to modify layouts and styles

with oversight provided by the Developer. The Software Developer is a technical role at the Corporate and Regional

level.

Responsibilities include:

Component development

Template creation and management

CSS management

Development of application to application integration

Identify opportunities for improvements that reduce complexity, time, cost, and increase effectiveness

Analyze integration architecture performance

IT

Future State Roles & Responsibilities

AEM Application Administrator –The AEM Application Administrator role will provide 24/7 system support to the

AEM application and users as well as working with the vendor on maintenance, system issues, and future

application enhancements. This is a technical role and people in this role may interact with more than one IT

department. This role exists at the Corporate and Regional level.

Responsibilities include:

Application installation, configuration, and updates

IP Right Template setup

InDesign auto relinking setup

Application administration and support User Access (setup and security) Synonym (setup and maintenance) Taxonomy, Metadata, and Tag management (mapping, activation for search/filtering) Asset Lifecycle (Archive folder/taxonomy setup) Report Management (creation and maintenance of CXM and DAM usage reports)** Workflows (setup and maintain system workflows)

Application tuning to optimize system performance

Environment management

Integration with existing or third party platforms

Application security policy and standards creation and management

**Level of involvement will be based on findings during Phase II BrandNext

IT

Future State Roles & Responsibilities

AEM Application Owner – The AEM Application Owner is responsible for maintaining application Service Level

Agreements (SLA) and conducting the Application Impact Analysis whenever a change is made to the application.

The Application Owner works with Process Owners to come to an agreement on the SLA's and recovery times,

objectives, and procedures. This is an internal technical role at the Corporate and Regional level and requires

communication and collaboration across the enterprise regularly.

Responsibilities include:

Resident expert on application and how it supports business processes on the future roadmap

Represents the application in business strategy meetings

Identifies short-term and long-term application strategies

Communicates the business benefits for the application

Identifies expected service level goals for application operation and support

Identifies the priority of IT support and project request that affect the application

IT