It became clear the existing tool couldn't keep pace. Nike’s brand is built on powerful storytelling, yet the legacy asset system struggled to support the volume, complexity, and speed of modern content creation.
Nike’s teams produce hundreds of thousands of assets every season across .com, .net, retail, and global marketing. The old system could store assets, but it couldn’t help teams find them, understand how to use them, or maintain consistency across channels.
I shaped the platform strategy, defined the system architecture and led the design for AI-powered metadata tagging and cross-surface discovery patterns.
Transform the DAM from a passive repository into an intelligent, AI-powered ecosystem that provides clarity, speed, and structure across the global content lifecycle.
Challenge
Nike’s DAM ecosystem suffered from scale, fragmentation, and inconsistent metadata.
Core issues included:
Search & Discovery Failures
Inconsistent metadata and duplicate assets made it difficult to find the right content quickly.Operational Complexity
Manual tagging, disconnected workflows, and unclear asset lineage slowed work across teams.Rights & Compliance Risk
Ambiguous usage windows and limited visibility increased legal risk and rework.Platform Fragmentation
Asset behavior differed across .com, .net, and internal tools, with no unified model for performance, discovery or governance.
Business Impact
Wasted creative resources recreating existing assets
Slower time-to-market for campaigns
Inconsistent brand representation
Missed opportunities for reuse and optimization
Opportunity
Transform the DAM from a passive repository into an intelligent, AI-powered ecosystem that provides clarity, speed, and structure across the global content lifecycle.
North Star Vision
D6 needed to become:
A single source of truth for all assets
An AI-powered, scalable metadata engine
A rights-aware system that prevents misuse
A flexible storytelling framework for campaigns and seasons
A unified discovery experience across every platform
My Role
Defined multi-year vision and platform roadmap
Led system architecture and interaction models
Designed AI metadata auto-tagging with human-in-the-loop review
Created the Collections model for campaign and product grouping
Built rights and attribution workflows to reduce risk
Aligned engineering, marketing, and platform teams across surfaces
Designed the discovery foundation used across .com, .net, and internal CMS tools
Impact
Reduced search time across global teams
Improved metadata accuracy with AI-assisted tagging
Saved thousands of hours by reducing manual work
Lowered legal and brand risk through rights-aware controls
Laid the groundwork for future performance insights
Strengthened platform consistency across Nike Digital
Contributed to an estimated $525M+ annual impact
View the Case Study
I have crafted experiences for some pretty cool brands and startups. Here’s a small sample of the work.
