Yuval Papish

Most organisations accumulate media faster than they organise it. I work on the layer underneath: how assets are structured, described and governed, how they move between the systems that need them, and whether any of that still holds when the volume grows and more teams get involved.

My deepest expertise is Cloudinary, after seven and a half years inside the platform. The work is mainly advisory — I sit with delivery teams and architects, help them choose between approaches before they build, and stay close enough to catch the problems that only surface in production.

What I work on

• DAM architecture

  Asset structure, metadata schemas and taxonomy, permissions and governance, and the lifecycle questions most implementations postpone until they are expensive.

• Migration and consolidation

  Moving off legacy DAM platforms, shared drives and accumulated folder structures without losing the metadata that made them usable.

• Platform integration

  Connecting DAM to commerce, CMS and marketing systems in composable and MACH architectures - including Salesforce Commerce Cloud.

• Delivery and web performance

  Where media meets the page: what is actually slow, why Core Web Vitals move, and which changes are worth making.

Engagements are usually a retained day or two a month alongside a delivery team, or a short focused review at the point where the architecture is still cheap to change.

Writing and tools

• No-code uploads to Cloudinary Getting media in from external agencies and partners is one of the recurring gaps in a DAM implementation. This is a live solution you can use today — open source, and running at a dozen brands. Code on GitHub.
• The Cloudinary Architecture Blueprint Positioning a media platform as a packaged business capability inside a composable, MACH-aligned stack.
• Cloudinary Migration: An Overview of Essential Considerations What to settle before moving off a legacy DAM or on-premises system, and what usually gets discovered too late.
• How to Organize Your Assets Folder structures, tags and metadata - why there is rarely one right answer, and how to choose between the wrong ones.
• Earlier posts Media security, webhook architecture and integration patterns.

Background

Seven and a half years at Cloudinary, most recently as Staff Solution Architect, working with enterprise customers across Europe on complex DAM implementations, integrations and escalations. Certified at Master and Mentor level in Cloudinary's DAM pathway, and a Salesforce Certified B2C Commerce Developer. Before Cloudinary, application security at Checkmarx and ERP systems at HP. Engineering degree in computer science from the Technion.