Learn how to unlock more value from your DAM—by understanding why teams work outside the system, what it actually takes to drive adoption across creative and marketing teams, and where AI and content intelligence can help.
The Adoption Gap:
Getting More From the DAM You Already Have
Most DAM adoption challenges aren’t technology problems. They’re usability problems—and when working outside the system is easier than working within it, teams take the path of least resistance.
For brands managing content across regional teams, affiliates, and retail partners, that path is familiar: assets manually reformatted for distribution, requests submitted through portals that live entirely outside the DAM, shared links that are nearly impossible to govern at scale. When these become the default, metadata integrity, usage rights, and brand consistency all erode quietly, often before anyone notices.
But this isn’t a session about what’s broken. DAM delivers real value, and the organizations getting the most from it have found ways to close the gap between how the system was configured and how teams actually need to work—without starting from scratch.
In this on-demand webinar, Debbie Kiederer and Madi Bjorgvinsson of ChalkDust Consulting and Sal Hakimi of Tenovos draw on their experience working with global organizations—examining where adoption breaks down, where DAM is winning, and how AI and content intelligence can help drive DAM adoption.
Key Takeaways:
- Why the adoption gap is widening, and the role more platforms, content variants, and workflow complexity play
- Signals teams are working around the DAM, and what to look for in your org
- What successful post-migration adoption actually requires
- What closing the adoption gap looks like when migration isn’t realistic
- Where AI and content intelligence can help make the DAM the easier path, not the harder one
The Speakers
Debbie Kiederer
Founder and Principal, ChalkDust Consulting, LLC
Debbie Kiederer is a retail industry veteran with 25+ years of experience repositioning and marketing premium consumer brands in the digital space with a strong global sensibility. Twenty-five years ago, she founded ChalkDust Consulting, a strategic digital consulting practice serving Fortune 500 companies across beauty, fashion, CPG, media, non-profits, and start-ups, with a 98% referral-based client base.
Debbie has been recognized as one of Luxury Daily’s Top 25 Women to Watch in Luxury (2015), a 2016 SmartCEO Corporate Culture Award recipient, and a 2017 Women to Watch for Retail Disruption honoree. She is a founding member of the Digital Innovation in Marketing Advisory Council at Temple University’s Fox School, a founding advisor of Tenovos, the leading digital asset platform for enterprise brands, and a board member at SUNY Cortland.
Deeply involved in the Entrepreneurs’ Organization, Debbie serves as Regional Chair for the US East Region and previously served as President of EO New York for the 2021–22 term, holding multiple board positions throughout her tenure. In recognition of her contributions, she received the Living Beyond Yourself Award (2023) and the EONY Entrepreneur of the Year Award (2024), the latter voted by the EONY membership.
Madi Bjorgvinsson
Program Manager, ChalkDust Consulting, LLC
Madi Bjorgvinsson brings 20+ years of experience implementing and launching innovative technologies and managing web-based business solutions for Fortune 500 companies as well as startups in the fashion, cosmetics and other retail sectors. Her technical expertise is in e-Commerce platforms and global rollouts, the development of digital asset & rights management systems, and sustainable digital supply chain workflows.
Earlier in her career, Madi launched and led Icebox Media, a leading New York-based retouching and printing agency with about $70 million in sales. At Icebox, she built and managed proprietary DAM systems for a range of clients, including Estée Lauder, Clinique, MAC Cosmetics, Bobbi Brown, Tom Ford, Chanel, Rolex, Tiffany & Co., J Crew, Clarins, Puig and Coty Cosmetics.
Through ChalkDust, Madi led the program management office (PMO) for the re-platforming of a leading consumer electronics company’s e-Commerce division, from its successful pilot launch to its global rollout in Europe, N. America, Asia and the Middle East. For the past six years, she has represented ChalkDust at a prestige beauty company driving solutioning on global tool initiatives and providing stewardship of the company’s DAM strategy and adoption.
Madi served on the Board of Advisors at Eyebeam, the leading non-profit center dedicated to supporting new media at the intersection of art, fashion and technology. She also is a member of Women in Technology International.
Sal Hakimi
Co-Founder, Tenovos
Sal Hakimi, Co-Founder of Tenovos, has spent nearly 25 years in the Digital Asset Management (DAM) and Content Experience world, working with global enterprise brands and driving digital transformations.
Prior to Tenovos, Sal was a pioneer in the early days of DAM, helping launch the category as an early member of Artesia Technologies (ultimately acquired by OpenText), the first enterprise DAM to come to market.
In 2017, Sal and his team left OpenText to disrupt the DAM market they helped create and co-founded Tenovos with the vision to revolutionize the global marketing content supply chain by solving enterprise pain points through intuitive UI, seamless integrations, real-time insights, modern technology, and a commitment to innovation in a stagnant, decades-old technology category.
Based in New York, he continues to be integral to revolutionizing and optimizing the global content supply chain and elevating Tenovos.
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