Cyndie Lalic is a Digital Asset Manager at Amazon Studios supporting the Original Series Marketing organization. Stemming from a creative background, she has been bridging the gap between creatives and tech for the last nine years. Building DAM systems that work for all types of users, she believes a phased approach is ideal to achieving maximum user adoption and ensuring users are having the best experience. By working backwards and making two-way door decisions, her philosophy lends to a DAM that is as nimble and as quick as the business it supports. With her experience focused mainly in the Entertainment and Creative space, Cyndie has held roles supporting teams at both Mattel and Disney Studios. When not untangling asset archiving and distribution messes, she can be found outdoors hiking or climbing, at concerts, or in the kitchen.