Case studies

Fifteen years of engineering work — distilled.

Each case study walks through the problem, what I led, and the business outcome — with optional live demos for the ones that still hold up.

Estée LauderLeadership

Building a multi-team server-side experimentation platform

A unified Elixir/gRPC platform that lets every product team run experiments across custom platforms.

Unblocked experimentation for previously underserved teams
American Eagle OutfittersBusiness Value

$130M+ annual revenue from experimentation

Led engineering for AEO's AB testing program — including a social-proof campaign backed by a GCP data feed that drove >4% conversion lift across multiple checkout variants.

$130M+ projected annual revenue lift
American Eagle OutfittersBusiness Value

$12M annual revenue from personalization

As the IC owner of personalization engineering, built a data-driven framework on Adobe Target, the Customer Profile, Velocity templates, and GCP — letting business users ship personalized widgets in minutes.

Landed AEO in SailThru's Top 100 Retail Personalization Index
American Eagle OutfittersBusiness Value

$300K annual savings: replacing the AB testing contract

Took over AEO's outsourced AB testing program from Brooks Bell and proved the in-house model could carry the full workload — making the contract termination an easy call.

AB testing moved fully in-house
American Eagle OutfittersLeadership

Building the Analytics & Web Optimization team

Grew the experimentation team from a one-person operation into a 20+ person, fully staffed program — and earned an increased budget at a moment of company-wide cuts.

Budget increased during a period of company-wide cuts
American Eagle OutfittersImpact

Architecting Contentstack's content model

Designed the content architecture for AEO's migration from Oracle WCS to Contentstack — built around a reusable 'lockup' pattern, abstracted visual control, and a shared content library.

Consistent brand across channels, fewer redundant entries
American Eagle OutfittersImpact

Reshaping Tealium for analytics and AB testing

Took ownership of Tealium and rebuilt it around the UDO — standardized syntax, pruned unused extensions, introduced utag_sync helpers for AB testing, and structured the library/profile architecture for multi-brand scale.

Cleaner data foundation, faster integrations across brands
American Eagle OutfittersLeadership

Creating AEO's Engineering Internship Program

Built an 8-week, project-based internship program that gave interns real codebase contributions and cross-team exposure — replacing the typical busywork model.

Adopted by HR as a model for other departments
American Eagle OutfittersDevelopment

A JSON-driven product guide framework

A configurable framework that let the design team build product guides — like the AEO Jean Guide and a stop-motion animation built from image sprites — without engineering involvement.

Design-led iteration, zero engineering overhead per guide
American Eagle OutfittersDevelopment

Master Module — eliminating a 3-month release cycle

A dynamic template engine inside Contentstack that consolidated 50+ marketing content modules into one configurable interface — giving business users direct control over template creation.

~3 months saved per new template
American Eagle OutfittersDevelopment

An in-house headless CMS for mobile marketing content

Built a custom JSON authoring app — drag-and-drop reorder, live preview, scheduled publishing, Git-integrated deploys — that let business users update AEO and Aerie app content without a release.

Proposed headless content delivery before the term existed
American Eagle OutfittersDevelopment

Experiment Visibility — an Adobe Target debugger

A debugging tool that surfaced every active Adobe Target manipulation on a page — so business users could validate live tests and engineers could troubleshoot without guesswork.

Faster validation and debugging for the experimentation org
American Eagle OutfittersDevelopment

Parallax storytelling — proof of concept

A scroll-driven parallax experience exploring layered narrative on the AEO marketing site.

Established scroll-driven narrative as a viable AEO editorial pattern
American Eagle OutfittersDevelopment

Shoppable 360° product panorama

Used the Pano2VR framework to build an interactive, shoppable panoramic product guide — one of AEO's earliest immersive editorial experiences.

Pioneering immersive commerce experience
American Eagle OutfittersDevelopment

RegEx word-count validator for a contest entry

A lightweight regex-based word counter that enforced a 300-word limit on contest entries — including the edge cases that the off-the-shelf options missed.

Reliable input validation for a high-volume contest