What does a DAM administrator do?

A digital asset management (DAM) system is only as good as the information you put into it

We all know this to be true, but who is the “you” adding assets to the system?

The Role of a DAM Admin

The person in this role is called a DAM administrator, and they’re tasked with managing and maintaining an organization’s DAM solution.

The DAM administrator plays a critical role in the digital asset management process, and is best served by someone with prior experience in marketing technologies. The admin should also have a high level of organizational and people skills.

Activities for admins can range, depending on the needs of an organization, but these duties are common to all DAM administrators.

  1. Entering metadata

    The DAM admin chooses what metadata is used in your system. Ideally, they should research how users want to find assets (search, categories or both) and the keywords they are likely to use. The administrator can then use metadata that helps facilitate quick, efficient searching. Learn more about metadata here.

  2. Creating and assigning roles and permissions

    Users will need different levels of access for assets, and the DAM admin will lead the process of determining each user’s role(s) and permissions, as well as monitoring them.

  3. Training and adoption

    To realize the full potential of the digital asset management system, the admin must promote, train and support the users of the system. Users with access should receive ongoing training to keep up-to-date on system functionality. The DAM administrator also needs to send out informational material promoting the benefits of the system and why it’s the best option to use with their digital assets.

  4. Determining and implementing best practices

    System improvements and ongoing process changes are part of the DAM admin’s role. In tune with how the “motor” is running, they should always be on the lookout for more efficient strategies, SLAs and communication opportunities. Admins routinely analyze system performance, looking at key areas like search performance and user experience (UX). They can also take user feedback into account to continuously improve system performance for the team. In addition to identifying what’s working well, and what needs improvement, the DAM admin also needs the necessary skills to implement changes.

  5. Working with outside stakeholders

    Agencies, partners, the media, consultants — all of these stakeholders may need access to your digital assets, so the admin should have a plan in place to ensure brand consistency is met. The admin also ensures that outside stakeholders with access to their system work in a way that’s consistent in terms of metadata, file uploads, company policies and procedures.

  6. Auditing system performance

    To ensure that a company’s digital asset management system performs optimally, the DAM admin should perform a yearly audit to assess the system and make adjustments. Solutions with built-in analytics and reporting tools allow administrators to track the performance of the system easily and efficiently.

  7. Gathering user feedback

    As mentioned in point four, user feedback is essential to keeping your DAM system maintained and utilized. Feedback can lead to more training and support where needed, and drive system improvements that everyone can benefit from.

Again, these are some of the major tasks a DAM admin performs. With the rise of integrations and the crossover between more marketing technology solutions, DAM admins will need to help organizations realize their digital asset management system’s potential and be a catalyst for it’s ROI.

As such, the titles and backgrounds of DAM admins can vary from organization to organization. Here are just a few:

  • Digital Asset Librarian
  • Director of Digital Assets
  • Marketing Media Systems Manager
  • Digital Services Manager
  • Creative Services Manager
  • Digital Director
  • Digital Asset Archivist
  • Senior Technical Specialist
  • UX and Asset Manager

Have insights or questions to share about being a DAM admin? Let us know!

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