1. Adobe Experience Manager Future State Roles & Responsibilities
Global Process

2. 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. 2

3. 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.
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 3

4. 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. 4

5. 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. 5

6. Future State Roles & Responsibilities
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. 6

7. Workflow Related Roles7

8. Non-Workflow Related Roles8

9. AEM Regional Business Team RACI* Content Lifecycle Coordinator
Task
AEM Business Owner
AEM Business Admin
Content Lifecycle Coordinator
Content Publisher
Content Contributor
Corporate
Comment:
User request for building new site A R C I
AEM feature request
Governance/Standards
A/R
C/Support
Integrations for future state (3rd party)
A - 3rd party vendor R - business role is still tbd
Digital Rights Management
Digital Asset Lifecycle Standards
Report Management
CXM SME
R - Role can exist anywhere within team
DAM SME
Taxonomy/Metadata Management
Page Publishing/Approval
Content Management (site-specific)
Content Loading
AEM Liaison w/ Global Team
Admin Backup
User Access
CLC Back/up
IT Liaison for issue escalation
Escalation path proceeds to Corp AEM Bus Admin
Usage Reporting
DAM Training (includes CLC training)
CXM Training
Platform Business Testing
Workflow Process Management
* All items effecting the core AEM platform and/or solutions requires partnership with Corporate counterparts to align and establish global acceptance
R = Leads the work
A = Accountable for the output of the work
C = Consulted with before/during the work
I = Informed when the work is completed 9

10. 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 10

11. 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 11

12. 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 12