Corporate Website Overhaul, DAM & MarTech Operational Transformation

PROBLEM
Booz Allen’s decentralized market structure caused brand fragmentation and audience confusion. Simultaneously, the in-house team faced manual, high-volume production demands that hindered speed-to-market and operational efficiency in a fast-paste environment.

As Associate Creative Director and Creative Lead, I was charged with directing a corporate website overhaul and brand alignment. My mandate included architecting a firm-wide Digital Asset Management (DAM) system and modernizing the MarTech stack to build a scalable, compliant, end-to-end creative pipeline.

ACTION
I designed a cohesive visual architecture from the ground up, developed a unified visual architecture and UX strategy, integrating Adobe Experience Manager, Workfront, and Adobe Express to automate the workflow from intake to delivery. Beyond the identity design visual transformation, I established a robust DAM framework using Asset Bank, implemented AI-driven metadata protocols, and restructured the team’s operating model to eliminate redundancy and accelerate asset discoverability.

RESULT
• Operational Efficiency: Achieved a 15% gain in design productivity and a 20% faster time-to-market.
• Cost Optimization: Realized $1M in annual labor savings through workflow automation.
• Global Compliance: Attained 100% Level AA WCAG accessibility across 7,000+ global assets.
• Scalable Reach: Successfully deployed a unified system across worldwide social and print channels.