Mo Shareef

As a Solution Architect & Lead, I bridge the gap between client requirements and Ticketmaster’s digital ticketing and commerce platforms, translating business and fan-engagement objectives into secure and data-driven solutions. I define architecture strategies that modernise legacy platforms, unify content and data ecosystems, and enable personalised omnichannel experiences across web and mobile.

A key focus of my role is leading enterprise Digital Asset Management (DAM) capabilities using Adobe Experience Manager Assets (AEM DAM). I design DAM architectures, metadata models, taxonomy standards, asset governance, and automated workflows to support content operations, brand consistency, and efficient media distribution across marketing and commerce channels.

I work closely with product teams and clients to deliver B2B and B2C eCommerce solutions built on Adobe Experience Cloud, including AEMaaCS, Adobe Experience Platform (AEP), Real-Time CDP, Adobe Target, and Adobe Commerce (Magento). Using AEP as the core data and identity layer, I enable real-time data ingestion, profile unification, and AI-driven personalisation.

I architect headless, MACH-based platforms integrating AEMaaCS, Adobe Commerce, Amplience, and Umbraco 13 through GraphQL and REST APIs, with Next.js front ends delivering ticket-selling experiences. I also integrate DAM into omnichannel delivery pipelines, enabling dynamic media optimisation, automated renditions, and API-driven asset delivery.

A core part of my approach is embedding privacy and compliance by design. I lead OneTrust integration for consent management, implementing consent-aware tracking and data activation across Adobe Experience Cloud and DAM ecosystems, ensuring GDPR and CCPA compliance.

I also drive AI and automation initiatives using Claude, AEP APIs, Azure Data Factory, Customer Journey Analytics, and Power BI to automate workflows, optimise content operations, and enhance fan engagement through data-driven experiences. ROI.

As Lead Architect for the B2B eCommerce platform, I aligned enterprise architecture with commerce, EPOS, supply chain, omnichannel fulfilment strategies, ensuring scalability, resilience, and efficiency. Alongside the eCommerce programme, I led the architecture and integration of RFID capabilities supporting inventory visibility, warehouse operations, store fulfilment, and POS transactions.

I produced High-Level Designs covering eCommerce, RFID, OMS, WMS, EPOS, and enterprise integrations, while providing governance through low-level design standards, implementation guidance, and assurance across delivery teams. I worked closely with developers, Solution Architects, Business Analysts, Project Managers, Infrastructure teams, and retail stakeholders to deliver scalable platforms.

I defined the RFID strategy and target architecture, integrating RFID event processing with WMS, OMS, EPOS, and enterprise data platforms. This included EPCIS modelling, product and item-level tagging, real-time inventory tracking, fulfilment orchestration, and stock reconciliation across warehouses, stores, and online channels.

I designed and implemented Adobe Commerce (Magento) integrated with Adobe Experience Manager (AEM) using a headless architecture. A major focus was leading the Adobe Assets DAM implementation as the enterprise Digital Asset Management platform, enabling centralised asset governance, metadata management, automated renditions, and omnichannel media delivery. DAM capabilities supported scalable content operations, brand consistency, and optimised asset delivery across eCommerce, marketing, and in-store channels.

I also implemented Adobe RT-CDP, Adobe Journey Optimiser, Customer Journey Analytics, and Adobe Target on AEP to enable unified customer profiles, real-time personalisation, experimentation, and analytics. Adyen was integrated for payments, while ID+ supported IAM. CI/CD pipelines, SonarQube, and TOGAF governance ensured delivery quality and consistency.

As Lead Architect, I managed internal and external stakeholders delivering website, mobile app, and chatbot platforms, working closely with country teams, product owners, business stakeholders, and programme managers to define and deliver the digital transformation roadmap.

I led the shift from a monolithic platform to a headless architecture using AEM 6.5 in hybrid/headless mode. I designed an architecture integrating Figma design systems with Storybook component modelling, enabling React component development and reusable SPA templates within AEM. This allowed business teams to deliver consistent web and app experiences using drag-and-drop authoring while consuming content headlessly.

Magento was implemented as a headless eCommerce platform, integrated with Adyen for payments and WSO2 for IAM. A Node.js API Aggregator orchestrated GraphQL communication between backend services and React micro frontends, using PostgreSQL and Redis for performance and caching. Azure Bot Framework and Microsoft Omnichannel were integrated using adaptive cards to support chatbot experiences.

A key focus was enterprise Digital Asset Management (DAM). Adobe Assets was implemented as the central DAM platform, supporting metadata management, AI tagging, Dynamic Media, Brand Portal, rendition automation, and omnichannel asset delivery. DAM enabled scalable governance, faster content delivery, and consistent brand experiences across all digital channels.

Experience Fragments in AEM powered Adobe Target personalisation via Adobe Launch, while Adobe Campaign templates were built in AEM for marketing automation. Adobe Analytics, omnichannel SDRs, and market-specific data layers enabled real-time insights and activation. OneTrust was integrated for consent and cookie management.

I provided AWS infrastructure architecture oversight and implemented CI/CD using CircleCI and AEM Cloud Manager. TOGAF guided governance and SAFe ensured structured delivery across teams.