Project Overview
Between 2020 and 2023, AMN Healthcare embarked on a major digital transformation to unify its marketing technology stack and bring greater structure to how content, data, and creative assets were managed.
Jonathan served as a key driver of this initiative — bridging the gap between marketing strategy, creative production, and enterprise technology implementation. His leadership ensured that every new system not only met technical requirements but also advanced the organization’s long-term marketing efficiency and brand consistency.
The transformation centered on two major undertakings:
- Migrating the corporate website to Optimizely CMS to modernize user experience and improve content visibility.
- Implementing Bynder as AMN’s enterprise Digital Asset Management (DAM) platform to centralize, organize, and safeguard thousands of creative files.
Together, these projects established a unified foundation that continues to support AMN’s large-scale marketing operations and cross-department collaboration.
Modernizing the Web Experience with Optimizely CMS
AMN’s previous digital environment was spread across multiple independent sites — including Advanced Inc., Med Travelers, and Club Staffing — each with different navigation structures and analytics setups.
Jonathan led the marketing-side planning for the migration to Optimizely, ensuring that the new site combined performance, scalability, and content governance in a single platform.
Content and Media Strategy
He focused on building out the new content architecture for AMN’s blogs, podcasts, and educational resources — areas critical for brand authority and SEO. Working with internal developers and external contractors, he helped define which content to migrate, what to redirect, and how to preserve SEO equity while retiring outdated domains.
By establishing clear guidelines for metadata, redirects, and structured content blocks, Jonathan ensured that AMN retained years of organic search performance while simplifying navigation for end users.
Collaboration and UX Testing
Throughout development, he participated in UX review sessions, providing structured feedback through Jira tickets to optimize layouts, templates, and performance for accessibility.
With more than 1 million users annually, performance was a key challenge. Jonathan’s collaboration with the design and development teams helped resolve load-time issues and align visual hierarchy with user intent—ultimately creating a faster, cleaner experience that reflected AMN’s national-brand credibility.
Result: A single, streamlined digital presence replaced multiple disconnected sites, reducing redundant maintenance work and improving analytics visibility across business units.
Enterprise DAM Implementation with Bynder
After the website migration, Jonathan spearheaded the implementation of Bynder as AMN’s first enterprise-wide DAM platform — replacing an inconsistent patchwork of SharePoint folders and local drives that housed more than 12,000 creative assets.
Vendor Selection
Jonathan conducted a formal evaluation of Brandfolder, Canto, and Bynder to identify the platform best suited to AMN’s scale and integration needs. Bynder was chosen for its intuitive interface, robust SSO capabilities, and AI-driven metadata automation.
Taxonomy and Metadata Governance
He led the development of the platform’s taxonomy, designing a hierarchy structured by Business Unit → Brand → Asset Type → Campaign. This logical framework made it simple for marketing and creative teams to find what they needed quickly, while standardized tagging and metadata fields ensured reliable searchability and reporting across departments.
Licensing and Compliance
Prior to the DAM rollout, teams often reused imagery without visibility into expiration dates or usage rights. Jonathan established fields for licensing status, expiration dates, and asset ownership giving the legal and creative teams confidence that every file in circulation was compliant and current.
User Permissions and Security
He collaborated with IT to design tiered user access levels — ranging from read-only Sales users to Marketing admins with full upload and edit rights. Integrating Single Sign-On simplified onboarding for over 100 users and provided auditability and version control, improving both convenience and data security.
Workflow Automation and Templates
Jonathan also helped implement upload templates and automated expiration notifications, enabling teams to proactively manage assets through their full lifecycle. These workflows not only reduced redundant file creation but also standardized naming conventions and folder organization across AMN’s creative ecosystem.
Result: After launch, informal internal surveys showed dramatically improved confidence in finding, using, and sharing creative assets. Retrieval times improved by an estimated 50%, and duplicate assets were reduced substantially — saving hours per project and improving campaign turnaround.
Integrating Systems and Driving Adoption
A transformation of this scope required deep collaboration across Marketing, IT, Legal, and Creative Operations. Jonathan facilitated cross-functional meetings, documented best practices, and produced internal guides to support adoption. By aligning technical capabilities with marketing objectives, he ensured the tools became enablers of creativity rather than barriers.
Over time, these systems became the backbone of AMN’s content lifecycle — from asset creation and legal review to website publishing and campaign deployment. Teams could now work faster, with clearer accountability and unified data across every channel.
The Outcome
By the end of these projects, AMN Healthcare’s marketing organization had evolved from a collection of loosely connected teams into a data-driven, digitally mature operation.
The new Optimizely CMS and Bynder DAM reduced manual tasks, accelerated time-to-market, and improved the consistency of AMN’s brand storytelling across all platforms.This transformation exemplifies how thoughtful marketing technology implementation — led by strategic, cross-disciplinary leadership — can unlock measurable efficiency gains and future-ready scalability.
