Continuing and Professional Studies (CPS) at Rutgers School of Communication and Information is proud to celebrate the fifth anniversary of its groundbreaking Digital Asset Management (DAM) certificate programs—the first of their kind in the world. Recognizing the growing need for continuing education in the DAM field, Rutgers has responded to the increasing demand for these skills over the past five years. As organizations accumulate vast amounts of digital content—from images and videos to audio files, illustrations, and graphics—the need for professionals skilled in organizing, classifying, and accessing these assets is more critical than ever. The Rutgers DAM certificate programs are designed for both seasoned professionals and newcomers, equipping them with the knowledge and expertise needed to thrive in this essential field.
Launched in September 2019, the Digital Asset Management (DAM) Bronze Certificate was designed by Co-Academic Directors Yonah Levenson and David Lipsey. In this program, cohorts of professionals explore the intersection of DAM under the guidance of accomplished practitioners, fostering a strong community of peers. With over 250 graduates to date, alumni of the Rutgers DAM Bronze program are sought after by industry leaders for their expertise. The program has become a preferred qualification for many top companies and museums worldwide, continuing to serve as a valuable resource for individuals seeking to gain or deepen their knowledge in digital asset management.
Flexibility and Accessibility
Like all CPS certificate programs, the DAM programs are designed with flexibility in mind. These instructor-led, non-credit courses are 100% online and asynchronous, allowing students to balance their learning with other commitments. Each four-week course in the DAM Bronze program spans six months and is tailored for individuals with library or information technology experience, helping them sharpen their skills and better understand the complexities of digital asset management. A standout feature of the program is its global reach, enabling participants from around the world to access coursework at any time, fostering a truly inclusive learning environment.
Going Behind the DAM Scenes
A key feature of the DAM Bronze program is its focus on networking and collaboration. Throughout the six-month program, students engage with guest lecturers who provide a behind-the-scenes look at the work of DAM professionals across various industries around the world. Students also have the opportunity to ask these experts a wide range of questions, enhancing their knowledge while expanding their professional networks.
Silver Certificates Expand Portfolios with Specialized Learning
In 2024, CPS introduced a series of Silver Certificate programs each offering in-depth learning through highly focused, 12-week courses all delivered in the same online and asynchronous format.
Led by program developer Thomas Stilling, the Digital Asset Management (DAM) and Artificial Intelligence (AI) Silver Certificate was launched in January 2024 with co-instructors Santiago Gonzalez and Misti Vogt.
In the summer of 2024, two more Silver Certificates were introduced: Digital Asset Management (DAM) for Galleries, Libraries, Archives, and Museums (GLAM) led by Kara Van Malssen, Michael McGinnis, and Nicholas Krabbenhoeft, and the Strategic Digital Asset Management (DAM) Operations Silver Certificate, taught by Ann Erdmann, Michael McGinnis, and Christina Gibbs.
Most recently, Claire Carter-Ginn joined CPS to collaborate with Corey Dill and Amy Strickland in developing the Advanced Creative Operations Silver Certificate, launched in fall 2024. Designed for seasoned professionals adjacent to the world of DAM, this new program addresses the processes and operations that occur before assets enter the DAM system.
Each Silver Certificate program is designed to develop the job skills employers seek in Digital Asset Management (DAM) and Creative Operations. Within the 12-week program, students can earn a certificate or challenge themselves by pursuing a digital badge. The curriculum emphasizes key competencies to build both knowledge and confidence, with class projects allowing students to apply theory to practical, real-world scenarios.
An Opportunity to Build Your Network
As new cohorts begin, access to the Rutgers DAM LinkedIn group is offered to all new students. This vibrant online community of students and alumni shares resources, discusses best practices, posts job opportunities, and connects with peers and professionals.
Julie Johnson, Ed.D., CPS director since September 2022, has played a crucial role in expanding the department’s offerings, including the DAM certificate programs. Reflecting on the impact of CPS, and DAM in particular, she shared, “The mission of CPS is to come alongside professionals in their journey to upskill and develop confidence in leading within their context. Graduates of our program have shared how the skills they gained empower them to meet the evolving demands of the industry.”
Real-World Results from Alumni
Graduates of the DAM program are eager to share their success stories.
Jonathan de Armas, founder of IslandPitch.com and vice-chair of the Technology and Innovation Commission for the City of Long Beach, California, noted: “Before joining the Rutgers DAM program, I had already been working in digital asset management for years, including co-inventing a patent for ‘Global Digital Asset Management’ with my colleagues at 20th Century Fox. What excited me about the program was the chance to connect with people from all kinds of backgrounds. Some, like me, had been in DAM for a while, while others were new to the field. I was fascinated to see the intersection between media production and library science. The program provided a shared language and made it clear that DAM is about more than just managing assets—it’s about building bridges across industries. The connections and insights I’ve gained are invaluable in shaping my approach to DAM today, whether working with emerging technologies like AI or managing everyday workflows.”
International graduate Lynette Conlon, interim digital programme lead for Tourism Northern Ireland, explained: "This program was incredibly flexible, allowing me to work around my full-time job while gaining both practical and theoretical experience relevant to my DAM role. I highly recommend this course to both DAM newcomers and experts. The modules have been invaluable, helping me gain expertise for my organization and advancing my career. It has opened doors to new opportunities, boosted my confidence, expanded my skillset, and given me a fresh perspective on DAM that I can now share with others. Rutgers has played a significant role in my career development."
NBCUniversal Vice President of Business Affairs, Film Delivery, and Operations Melanie Benezet said, “The instructors are outstanding experts in their field. While the learning process is individual, the program is collaborative, and the lasting connections I’ve made will stay with me as I continue my DAM journey.”
Echoing her fellow DAM certificate holders, Sarah Hunter, senior digital asset coordinator for Victoria’s Secret, noted: “The skills I developed from the DAM program serve me well in this fast-paced, ever-evolving industry. Being responsible for user roles and permissions has helped me ask the right questions to better monitor and safeguard our assets. I directly attribute this skill to the program.”
Join the Future of Digital Asset Management
As Continuing and Professional Studies at Rutgers School of Communication and Information celebrates five years of excellence in its Digital Asset Management certificate programs, there’s never been a better time to get involved. Whether you’re looking to upskill or pivot into the growing field of digital asset management, CPS’s suite of DAM certificates offers the flexibility, expertise, and community to help you succeed.
Intrigued? Join the next cohort! If you’re already a DAM student or graduate, join our DAM group on LinkedIn, where you can connect with fellow professionals, share opportunities, and stay up to date with industry developments. Celebrate five years of DAM excellence at Rutgers and take the next step toward sharpening your skills and advancing your career.
Photo credit: Elżbieta Photography, LLC
