Hi. I am a

knowledge systems strategist
based in Brooklyn
Learn More About Me
Learn About My Work

Crystal Lopez is an Associate Manager within Accenture Song focused on digital asset management (DAM), taxonomy and metadata strategy, enterprise knowledge systems, and AI-enabled content operations. With nearly 15 years of experience across agency, retail, healthcare, CPG, and consulting environments, she specializes in helping organizations structure, govern, and operationalize complex content and knowledge ecosystems.

Her career began in archival digitization and preservation at the Brooklyn Museum, where she contributed to large-scale initiatives involving film and photographic archives. That foundation in metadata, preservation, and information organization evolved into enterprise DAM and knowledge management work supporting global brands including Walgreens, Ford, ADT, Conagra Brands, Amgen, Philips, UPS, and Castrol.

Before joining Accenture Song, Crystal led the enterprise knowledge management initiative at MediaLink, where she built and evolved the organization’s Knowledge Center and AI-enabled InfoLink platform. Her work focused on semantic search, retrieval-augmented AI workflows, metadata governance, enterprise search, workflow automation, and operationalizing institutional knowledge for advisory and business development teams.

Throughout her career, she has led and supported initiatives involving DAM strategy and implementation, taxonomy modernization, metadata governance, content lifecycle management, workflow transformation, enterprise search, AI-assisted workflow design, and content supply chain optimization. Her work frequently sits at the intersection of information architecture, governance, AI enablement, and organizational change management.

Crystal is particularly interested in helping organizations connect DAM, content operations, enterprise search, and AI-enabled knowledge systems to improve discoverability, reuse, governance, operational efficiency, and long-term AI readiness.

Learn About My Work

My Work

United Talent Agency / Amazon

MediaLink

Enterprise AI Agent — Amazon POV Generation Workflow
January 2026 - March 2026

Challenge

UTA’s Entertainment & Culture Marketing department had large volumes of institutional strategic knowledge including prior POVs, brand frameworks, planning documents, and scorecards scattered across disconnected systems with no scalable way to activate it for new client work. Drafting high-quality Amazon POVs was time-intensive and inconsistent, relying on individual practitioners to manually locate and synthesize prior work. The goal was to operationalize that institutional intelligence through an AI-assisted workflow that could accelerate strategic drafting while maintaining governance and human oversight.

Led discovery and workflow architecture for an enterprise AI agent built on InfoLink (Zeta Alpha), MediaLink’s internal knowledge platform, serving as the bridge between business stakeholders, end users, and the development team. Conducted stakeholder interviews and cross-functional requirements discovery sessions to translate ambiguous business needs into structured, actionable AI workflow specifications by identifying operational inputs and outputs, decision boundaries, reusable knowledge assets, and automation opportunities.

Designed human-in-the-loop AI workflows enabling strategic content drafting, structured prompting, brand alignment reasoning, and governed document generation for high-profile Amazon client engagements. Partnered with product and engineering teams to operationalize retrieval-augmented generation (RAG) concepts using strategic planning documents, brand frameworks, scorecards, and internal knowledge assets.

Defined AI governance considerations including access controls, source-of-truth management, hidden training datasets, review workflows, and internal/external permissioning strategies. Identified governance risks associated with fragmented source systems and inconsistent operational data, and helped establish enterprise AI workflow standards for structured prompting, narrative generation, and strategic recommendation systems.

  • RAG Workflow Design
  • Human-in-the-Loop Governance
  • Structured Prompt Frameworks
  • AI Requirements Discovery
  • Knowledge Asset Structuring
  • Access Control Design
  • Agent Skill Architecture
  • Permissioning Strategy
  • Zeta Alpha / InfoLink
  • Retrieval-Augmented Generation
  • AI Workflow Architecture
  • Stakeholder Facilitation
  • Taxonomy & Knowledge Architecture
  • AI Governance
  • Requirements Translation
  • Cross-Functional Alignment

Amgen

MediaLink

Enterprise Taxonomy Governance & Metadata Modernization
June 2025 - August 2025

Challenge

Amgen’s global marketing organization operated with fragmented metadata, inconsistent naming conventions, siloed systems, and unclear taxonomy ownership, creating serious challenges for cross-channel reporting, campaign orchestration, asset discoverability, and analytics consistency. The initiative aimed to unify taxonomy and metadata standards across a complex enterprise stack including Veeva, MRM, SFMC, Adobe DAM, CRM, and omnichannel marketing platforms, while navigating regional governance variation across global markets.

Served as DAM and metadata subject matter expert for Amgen’s global taxonomy transformation initiative, operationalizing the taxonomy strategy into a scalable implementation and governance playbook. Participated in cross-functional stakeholder workshops spanning media, analytics, DAM, CRM, omnichannel marketing, and regional operations teams to identify taxonomy, metadata, and workflow pain points across the enterprise.

Developed operational documentation translating taxonomy strategy into actionable guidance covering metadata standards, governance ownership models, onboarding processes, change management approaches, and ongoing optimization workflows. Helped align metadata and taxonomy standards across Veeva, MRM, SFMC, DAM, analytics, and omnichannel platforms, contributing to the broader initiative to move from fragile filename-based metadata practices toward structured metadata records, controlled vocabularies, and governed taxonomy frameworks.

Contributed to AI-readiness and analytics enablement by helping establish structured taxonomy foundations supporting automation, omnichannel reporting, campaign tracking, content intelligence, and scalable enterprise search while addressing regional governance complexity, localization workflows, and varying metadata maturity across global markets.

  • Taxonomy Governance
  • Implementation Playbook
  • Metadata Modernization
  • Omnichannel Alignment
  • Global Stakeholder Workshops
  • Change Management
  • AI Readiness
  • Cross-Platform Integration
  • AEM Assets
  • Veeva
  • Salesforce Marketing Cloud
  • Marketing Resource Management
  • Taxonomy Architecture
  • Metadata Governance
  • Controlled Vocabularies
  • Global Governance
  • Stakeholder Facilitation
  • Regulated Industry

Internal

MediaLink

Enterprise Knowledge Systems & AI Enablement
June 2024 - March 2026

Challenge

MediaLink’s institutional knowledge, including strategic POVs, client deliverables, advisory frameworks, research, and outreach materials, was fragmented across disconnected systems with no governed way to locate, reuse, or build upon prior work. The Knowledge Manager role was newly created, meaning there was no existing function, no operational model, no governance, and no tooling strategy to inherit. The organization needed a purpose-built knowledge ecosystem capable of supporting business development, strategic advisory, AI-assisted workflows, and enterprise-scale content reuse.

Knowledge Center Build-Out

Built and operationalized MediaLink’s enterprise Knowledge Center from the ground up by defining governance frameworks, metadata standards, operational workflows, adoption strategies, and the overall organizational function. Established the firm’s central platform for organizing and activating consulting deliverables and institutional expertise across advisory and business development teams.

 

Platform Modernization

Led enterprise knowledge platform modernization by migrating MediaLink’s InfoLink platform from PublishWise (InfoLink 1.0) to Zeta Alpha (InfoLink 2.0), improving semantic search, AI-assisted retrieval, metadata governance, and operational scalability while delivering approximately $140K in annual cost savings. Defined the vision for InfoLink 2.0, including semantic search, AI assistants, citation-based retrieval, deeper Box integration, analytics, and more scalable metadata frameworks. 

 

AI Workflow Design & Automation

Designed and launched AI-assisted advisory tools including scope generators, brief generators, outreach drafters, and case study creators, leveraging institutional knowledge, structured metadata, and retrieval-based workflows to reduce content creation time by 30–80%. Architected automated Hive → Box → Zeta Alpha ingestion pipelines linking project closure directly to governed knowledge capture, replacing human-dependent upload workflows with operationalized institutional memory.

 

Governance, Compliance & Vendor Strategy

Defined enterprise knowledge governance frameworks including tagging standards, permissions structures, content lifecycle policies, and confidentiality controls for AI-ready knowledge ingestion. Partnered with Legal and vendors to evaluate redaction and compliance workflows enabling safer reuse of client deliverables within AI systems. Conducted multi-vendor evaluations across knowledge management, enterprise search, AI tooling, and redaction platforms.

 

Change Management & Adoption

Led organization-wide change management through onboarding programs, office hours, training sessions, tutorials, newsletters, and feedback loops, driving sustained behavioral adoption of knowledge and AI tools across the firm.

  • Zeta Alpha
  • Retrieval-Augmented Generation
  • AI Workflow Design
  • Knowledge Architecture
  • Metadata & Taxonomy Strategy
  • Enterprise Search
  • Workflow Automation
  • AI Governance
  • Vendor Evaluation
  • Change Management
  • Hive
  • Box

$140K

Annual Cost Savings

65–80%

Reduction in Scope Creation Time

~50%

Reduction in Outreach Drafting Time

30–40%

Reduction in Case Study Creation Time

ADT

VML

Digital-First Transformation & Creative Operations Assessment
January 2024 - April 2024

Challenge

ADT was evolving from legacy operational models into a digital-first, data-driven marketing organization, but faced significant friction across fragmented creative workflows, an immature DAM ecosystem, personalization gaps, and siloed cross-functional operations. Legal review bottlenecks, inconsistent metadata governance, and tool sprawl across multiple enterprise platforms were limiting speed-to-market and blocking the organization’s ability to deliver personalized, omnichannel customer experiences at scale.

Led a comprehensive DCO and creative operations assessment spanning workflow efficiency, DAM maturity, personalization readiness, data activation, and operating model optimization. Facilitated stakeholder interviews, process discovery workshops, and operational diagnostics across creative, legal, marketing, and technology teams to surface bottlenecks and cross-functional misalignment.

Assessed interoperability across ADT’s full enterprise marketing technology stack including Bynder, AEM, Figma, Asana, Salesforce Commerce Cloud, Marcom/ARC, and PageProof, identifying redundancies, versioning challenges, metadata inconsistencies, and taxonomy deficiencies creating operational drag.

Developed future-state recommendations covering metadata governance, taxonomy standardization, approval workflow redesign, and scalable content operations. Supported DCO and personalization strategy by evaluating audience segmentation, data activation workflows, and dynamic content delivery opportunities positioning ADT to move from static campaign execution toward data-driven creative optimization across channels.

  • Workflow Efficiency
  • Personalization Readiness
  • DAM Maturity
  • Dynamic Creative Optimization
  • Data Activation
  • Legal & Compliance
  • Content Operations
  • Operating Model Design
  • Bynder
  • AEM Assets
  • Salesforce Commerce Cloud
  • Figma
  • Asana
  • PageProof
  • Metadata Architecture
  • Stakeholder Facilitation
  • Process Discovery
  • DCO Strategy

Conagra Brands

VML

Taxonomy Modernization & Metadata Operations — Ready Set Eat
April 2023 - August 2023

Challenge

Conagra’s Ready Set Eat platform had inherited a severely degraded metadata environment consisting of numerical taxonomy IDs without human-readable values, inconsistent trait mappings, duplicate recipe records, and workflow tooling that had broken down under operational scale. The underlying data structure was row-based rather than relational, meaning a single recipe could be repeated across dozens of records with conflicting or missing attributes. Without a governed taxonomy foundation, the platform could not reliably support search, personalization, recommendations, meal planning segmentation, or dynamic content delivery.

Led a ground-up taxonomy modernization effort, beginning with a full metadata audit to identify inconsistencies, spelling discrepancies, disconnected traits, and duplicate records. Reverse engineered the legacy numerical taxonomy, created mapping keys, normalized values, deduplicated records, and transformed the row-based data structure into a relational architecture, reducing 47,462 legacy entries to 2,504 clean, governed records.

Rebuilt hierarchical metadata frameworks spanning brands, recipe types, nutritional attributes, lifestyles, demand spaces, demand pockets, regional cuisines, seasonal attributes, and cooking methods. Designed cascading metadata logic and dependency-based intake structures to enforce taxonomy consistency and reduce redundant tagging across culinary, SEO, content management, and publishing teams.

Conducted a platform evaluation across Smartsheet, Airtable, Google Sheets, Notion, and Knack before recommending and architecting a no-code operations system in Knack, supporting end-to-end recipe intake, approval routing, SEO optimization, metadata governance, and TREX publishing workflows. Defined governance standards covering taxonomy ownership, required field rules, role responsibilities, and ongoing maintenance procedures.

  • Brand Normalization
  • Demand Space & Pocket Hierarchy
  • Nutritional Taxonomy
  • Lifestyle Categorization
  • Regional Cuisine
  • Recipe Type Rationalization
  • Seasonal Attributes
  • Cooking Methods
  • Taxonomy Architecture
  • Metadata Normalization
  • Cascading Logic Design
  • Knack (No-Code)
  • Data Modeling
  • Workflow Architecture
  • Governance Framework Design
  • Personalization Enablement
  • Platform Evaluation

47,462

Legacy Entries Audited

2,504

Clean Governed Records

94%

Data Footprint Reduction

Ford Motor Company

VML

Enterprise Asset Lifecycle & Content Supply Chain Modernization
May 2023 - July 2023

Challenge

Ford’s digital marketing ecosystem was fragmented across multiple agencies, DAM platforms, production teams, and geographies with no unified view of the asset lifecycle from shoot to publish. Metadata was routinely stripped or lost during editing and handoffs, variants were disconnected from source assets, and governance was inconsistently applied across systems. The result was poor asset traceability, compliance risk around usage rights and copyright expiration, redundant production effort, and significant operational drag across creative, authoring, and publishing workflows.

Led enterprise asset lifecycle analysis across Ford’s multi-agency marketing ecosystem, mapping end-to-end asset journeys from production shoots through DAM ingestion, creative manipulation, metadata governance, authoring, publishing, and downstream variant management. Documented workflow dependencies, metadata loss points, manual handoffs, and integration gaps across the full content supply chain.

Assessed interoperability across ten enterprise platforms including AEM, MediaBeacon, Gear Exchange, FordShare, SharePoint, Egnyte, Ansira, MediaShuttle, Figma, and Confluence identifying synchronization failures, workflow fragmentation, and asset lineage issues. Facilitated cross-functional discovery workshops and stakeholder interviews spanning Ford, VMLY&R, Makerhouse, Wunderman Thompson, Ford IT, and Buenos Aires production teams.

Developed future-state recommendations for metadata governance, DAM automation, API integrations, metadata synchronization, and scalable compliance workflows covering usage rights management, copyright expiration tracking, and enterprise asset auditing. Supported content operations across Build & Price, Brand Sites, and MYCO initiatives across global creative and production teams.

  • Asset Lifecycle Mapping
  • Metadata Preservation
  • Multi-System Assessment
  • Cross-Agency Governance
  • Content Supply Chain
  • Compliance & Rights Management
  • Automation Strategy
  • Workflow Transformation
  • AEM Assets
  • MediaBeacon
  • SharePoint
  • Egnyte
  • Figma
  • Metadata Architecture
  • API Integration Strategy
  • Workflow Automation
  • Stakeholder Facilitation
  • Ad-ID Implementation

Walgreens

VML

DAM Strategy & Platform Transformation
February 2022 - October 2023

Challenge

Walgreens’ in-house agency, The LOOP, had accumulated years of fragmented asset storage across AEM Assets, Creative Cloud Libraries, Workfront, Dropbox, Google Drive, and local servers. Despite having AEM Assets in place for six years, no comprehensive metadata schema, taxonomy, or governance framework had ever been established leaving the platform functioning as little more than a glorified folder drive. Creative teams and agency partners lacked centralized visibility into approved assets, leading to redundant stock photography licensing, inconsistent rights management, and excessive time spent locating reusable work. Creative Cloud Libraries partially filled the gap for designers but excluded HR, marketing operations, and broader enterprise stakeholders, creating access inequity and compounding the inefficiency.

Led end-to-end DAM transformation encompassing operating model design, information architecture, and enterprise change management. Conducted stakeholder workshops, discovery sessions, metadata audits, workflow assessments, user testing, and end-user surveys to build a comprehensive understanding of the content ecosystem.

Defined the full metadata and governance framework including metadata schemas, taxonomy structures, controlled vocabularies, naming conventions, cascading tagging logic, required fields, and asset classification models. Established external agency access to centralized asset libraries, eliminating the need for redundant custom production and duplicative stock purchases.

Supported the migration and normalization of 7,800+ enterprise creative assets across 50+ Adobe Creative Cloud Libraries into AEM, implementing metadata governance and duplicate reconciliation workflows to improve searchability and reduce redundant asset storage. Built permissions frameworks, onboarding standards, and DAM champion programs to drive sustainable enterprise adoption.

  • AEM Assets
  • Metadata Architecture
  • Taxonomy Design
  • Governance Frameworks
  • Content Migration
  • Change Management
  • Stakeholder Enablement
  • DAM Operating Model
  • Rights Management

7,800+

Assets Migrated

50+

CC Libraries Consolidated

$50K

Saved Per Agency Partner / Year