Resume

Michael W. Hallman

Sr. Engineering Manager · Estée Lauder · Pittsburgh, PA
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Summary

Data-driven Engineering Manager with over 15 years of experience in the ecommerce industry. Proven ability to lead and manage teams, deliver high-quality user experiences, and drive business results. Expertise in experimentation, personalization, headless CMS, front-end development, event tracking, 3rd party integrations and tag management.

Experience

Sr. Engineering Manager — ExperimentationExperimentation| Estée Lauder

Nov 2023 – Present
Estée LauderNew York City, NY
New York City, NY
  • Restaffed and repositioned the Experimentation team to align with evolving company goals, improving agility and focus across initiatives
  • Directed the development of a server-side experimentation platform built in Elixir with gRPC, enabling all teams to run experiments across several custom platforms
  • Revamped the client-side experimentation program, increasing experiment throughput and accelerating decision-making
  • Directed the experimentation program during transition from in-house platforms to Shopify, leveraged AI to create custom integrations enabling business users to self-serve experiments

Engineering Program Lead — Analytics and AB TestingAnalytics and AB Testing| American Eagle Outfitters

Jun 2022 – Nov 2023
American Eagle Outfitters/Pittsburgh, PA
/Pittsburgh, PA
  • Led the engineering efforts for AB testing producing multiple experiments each driving >4% lift in customer conversions, resulting in $130M+ additional annual revenue
  • Managed the transition from Google Optimize to Optimizely Web and Feature Experimentation, leveraging Akamai Edge Workers for reduced latency, greater stability, and shortened time to production
  • Collaborated with executive leadership and product managers to set experimentation priorities and roadmaps

Content Architect| American Eagle Outfitters

Jan 2021 – Nov 2023
American Eagle OutfittersPittsburgh, PA
Pittsburgh, PA
  • Technical lead for the transition from Oracle WebCenter Sites to Contentstack
  • Eliminated a 3-month content release cycle by developing a JS-based templating interface that gave control back to the design team
  • Leveraged Contentstack SDK and Scene7 to develop a custom extension allowing content authors to preview media before publishing
  • Architected content relationships, JSON schema for device-agnostic consumption, and the CMS authoring interface

Manager — UI EngineeringUI Engineering| American Eagle Outfitters

Oct 2018 – Nov 2023
American Eagle Outfitters/Pittsburgh, PA
/Pittsburgh, PA
  • Grew AB testing team from a single engineer to a fully staffed agile project team of 25+ people
  • Developed a decentralization and onboarding plan that increased experimentation output, efficiency and velocity across all project teams
  • Resource management for 6 project teams comprised of 30+ contractors
  • Created the UI Engineering internship program — adopted by HR as a model for other departments

Lead UI Engineer| American Eagle Outfitters

Jun 2016 – Oct 2018
American Eagle OutfittersPittsburgh, PA
Pittsburgh, PA
  • Drove a $12M annual increase in revenue via multiple personalization features leveraging Adobe Target and the Customer Profile — received an "Eagle's Elite" award
  • Developed a GCP-integrated framework allowing data-driven personalized product widgets to be created, deployed and managed with minimal engineering effort
  • Ranked in Top 100 Retail Personalization Index by SailThru
  • Created the Analytics and Web Optimization team focused on AB testing, personalization, analytics tracking, 3rd-party integrations and tag management

Lead Creative Developer| American Eagle Outfitters

Mar 2015 – Jun 2016
American Eagle OutfittersPittsburgh, PA
Pittsburgh, PA
  • Personally replaced experimentation contract with Brooks Bell, saving $300K annually
  • Managed overall marketing content development and deployment
  • Provided on-call support for engineering department

Senior Creative Developer| American Eagle Outfitters

Oct 2013 – Mar 2015
American Eagle OutfittersPittsburgh, PA
Pittsburgh, PA
  • Developed a framework for data-driven product feature "guides" on category pages
  • Created a dynamic stop-motion animation leveraging image sprites
  • Leveraged PanoVR framework to create a shoppable interactive panoramic product guide

Creative Developer III — AEO Brand LeadAEO Brand Lead| American Eagle Outfitters

Apr 2013 – Oct 2013
American Eagle OutfittersPittsburgh, PA
Pittsburgh, PA
  • Created a GIT-integrated headless CMS allowing content authors to manage marketing content within the AEO app without a release
  • Removed human error and saved days of manual data entry

Creative Developer II — 77kids Brand Lead77kids Brand Lead| American Eagle Outfitters

Sep 2011 – Apr 2013
American Eagle OutfittersPittsburgh, PA
Pittsburgh, PA
  • Developed a responsive, MVC-based feature showcasing the new cast of AEO models for a back-to-school contest generating $961,067 in revenue and a 77.4% increase in comps — received an "Eagle's Elite" award

Creative Developer I| American Eagle Outfitters

Mar 2011 – Sep 2011
American Eagle OutfittersPittsburgh, PA
Pittsburgh, PA
  • Maintained marketing content across AEO brands.

Web Developer| Duquesne University

2010 – 2010
Duquesne UniversityPittsburgh, PA
Pittsburgh, PA
  • Created first mobile experience.
  • Created a custom application helping digitize the Gumberg Library's collections.

Certifications

  • Google Data Analytics Professional Certificate — Google — Coursera, 2023
  • Tealium iQ Technical User Certification — Tealium University, 2019
  • Tealium iQ Advanced User Certification — Tealium University, 2019
  • Tealium iQ Basic User Certification — Tealium University, 2019
  • Oracle WebCenter Sites 11g Developers Ed 2 — Oracle University, 2015

Skills

Languages
JavaScript · TypeScript · CSS · HTML · PHP · JSON · XML · Liquid · SQL · R · React · Next.js · Bootstrap · jQuery · Handlebars · Velocity
Technical Applications
Optimizely · Adobe Target · Shopify · Tealium iQ · Tealium EventStream · Contentstack · Oracle WebCenter Sites · Adobe Scene7 · SendGrid · Resend · Jira / Confluence · Bitbucket
Development Tools
Claude Code · Codex · GIT · SVN · Terminal · VS Code

Education

  • Duquesne University — M.S., Media Arts and Technology, Web Development (GPA 4.00)
  • California University of Pennsylvania — B.S., Graphic Communications and Multimedia (GPA 3.944)
  • Penn State Behrend — Electrical Engineering (GPA 3.43)