Digital marketing content ownership policies should be initiated by an authoritative individual in your organization. Based on my years of experience across varied industries, the digital policy steward can be a senior member of the digital center of excellence, the marketing team, or in-house legal counsel.
But who should be your digital policy steward? Look for someone in a role that:
The key to finding the right policy steward is to choose a position already exposed to all of the above, rather than an individual person or personality. In the long run, if that person leaves the company, they’ll also leave behind a digital policy void.
Some organizations may even need more than one digital policy steward. For example, at a large multinational, the corporate headquarters might set global policies, then localize them for each region, country, or even municipality. The company would need a policy steward at every level, as well as a center of excellence at headquarters to support the extended policy stewardship team.