CXO MovesAI Leadership & Strategy
Sitecore Appoints Laurie Edwards as Regional Vice President of DAM for EMEA
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Sitecore has appointed Laurie Edwards as Regional Vice President of Digital Asset Management (DAM) for EMEA, expanding its leadership team as organizations rethink how content, data, and artificial intelligence are reshaping digital experiences.
Laurie joins Sitecore at a time when Digital Asset Management is evolving beyond a back-office content repository into a strategic platform for AI-driven customer engagement. As enterprises seek to deliver personalized experiences across channels, the ability to organize, govern, and activate digital content has become increasingly critical to business success.
Positioning DAM for the AI Era
For Laurie, the future of Digital Asset Management extends far beyond storing and organizing content.
Announcing the news on LinkedIn, Laurie shared his belief that AI is fundamentally changing how customers discover products, services, and brands. As generative AI and intelligent search become more prevalent, organizations will need more than high volumes of content. They will need content that is structured, trusted, and enriched with the metadata that enables AI systems to understand, surface, and recommend it effectively.
This shift is transforming content, metadata, and governance into commercial assets rather than operational requirements. Organizations that invest in AI-ready content strategies will be better positioned to improve discoverability, deliver personalized customer experiences, and maximize the value of their digital assets.
Against this backdrop, Laurie sees Sitecore's Digital Asset Management platform as playing a central role in helping enterprises prepare for the next generation of AI-powered digital experiences.
Driving Growth Across the EMEA Region
As Regional Vice President of DAM for EMEA, Laurie will lead regional strategy and business growth for Sitecore's Digital Asset Management solutions, working closely with customers, partners, and internal teams across the region.
His responsibilities will include helping organizations modernize content operations, strengthen governance, and build scalable DAM strategies that support omnichannel marketing, customer experience, and AI adoption.
The appointment comes as enterprises increasingly recognize that successful AI initiatives depend on high-quality, well-governed content. From product information and brand assets to marketing campaigns and customer communications, Digital Asset Management has become a critical foundation for ensuring AI delivers accurate, relevant, and trusted experiences.
Laurie will also collaborate closely with Sitecore's partner ecosystem to help customers unlock greater value from their content investments while accelerating digital transformation initiatives.
Building the Future of Content Intelligence
Reflecting on his appointment, Laurie expressed his excitement about joining Sitecore's team and reconnecting with industry colleagues Jason Johns and Dima Brodsky. He also thanked Dave Tilbury and Paul Adams for their trust and the opportunity to lead this next phase of growth.
His appointment highlights a broader transformation taking place across enterprise marketing and customer experience. As AI becomes embedded throughout content creation, discovery, and personalization, Digital Asset Management is emerging as a strategic capability that enables organizations to deliver consistent, intelligent, and scalable digital experiences.
With extensive experience across enterprise technology and digital transformation, Laurie is well positioned to help customers navigate this evolving landscape while supporting Sitecore's continued leadership in enterprise content management and digital experience platforms.
About Sitecore
Sitecore is a global leader in digital experience software, helping organizations create, manage, and optimize personalized customer experiences across every digital touchpoint. Its portfolio includes content management, digital asset management, customer data, and marketing solutions that enable enterprises to deliver AI-powered, data-driven experiences at scale.