Brian D. Collery

PROFESSIONAL EXPERIENCE

ADOBE, INC. – Pittsburgh, Pennsylvania (2011 to Present) 

Practice Lead, Technical Validation - Data & Insights

As a member of the Technical Validation team within the Global Technical Pre-Sales Organization, conduct engaging experiences with customers and prospects as they seek to evaluate how Adobe Experience Platform can support their business objectives. Act as the specialist to recommend technical and strategic solutions with path to implement regarding functionality of Adobe Experience Platform, specifically Customer Journey Analytics. Engage with prospects in this discovery process through the development and delivery of product demonstrations, hands on lab workshops, and/or limited deployments to validate the technology in support of securing licensing deals.

Senior Consultant, Digital Strategy – Analytics & Optimization, Adobe Experience Cloud (2011 to 2022)

A trusted advisor for some of the top digital brands to include Comcast, Marriott, T-Mobile, Under Armour, Wegmans, Bose, Walgreens, Sears, DirecTV, StubHub, Dicks Sporting Goods, JCrew, DSW, Abercrombie & Fitch, Chicos, and Tory Burch, among others. Guide clients to maximize the value of the Adobe Experience Cloud by recommending best practices in all aspects of digital strategy from governance, data collection, digital marketing, personalization, merchandising, operations and user experience. Create reporting tools to foster data driven decision making and increase broader acceptance of digital analytics as well as perform in-depth analysis to drive clients in achieving greater profitability.

Key Accomplishments:

• Identified opportunity to increase email retargeting population by 223% for leading online printing company creating a value opportunity of $160k in additional annual revenue

• Recognized a value potential of $100k+ in annual commissions savings for a leading apparel retailer by segmenting visitors that  were seeking affiliates just to leverage promo codes

• Utilized segmentation techniques with a leading digital products retailer that surfaced unforeseen opportunities in Australia and New Zealand, which later resulted in a successful geo-targeted personalized content campaign

• Developed customized dashboards to empower the merchant organization at a top specialty retailer to take action on hidden product placement opportunities leading to increased profits 

AMERICAN EAGLE OUTFITTERS, INC. – Pittsburgh, Pennsylvania (2007 to 2011)

eCommerce Analytics Manager

As part of AEO Direct, an organization that is listed among Internet Retailer’s Top 100, support the four online brands of American Eagle Outfitters, aerie, 77kids and Martin+Osa by analyzing online marketing and merchandising tactics as well as website user behavior using quantitative and qualitative methodologies to provide succinct recommendations to improve website performance and meet business objectives.

Key Accomplishments:

• Implemented the Omniture Suite of products to include SiteCatalyst, Discover and Test and Target which has lead to greater utilization of web analytics data to support key decisions and has moved the business closer to being a true data supported decision organization

• Leveraged web analytics platform to create an automated process to email website visitors who add items to their cart but do not purchase.  Since the launch in 2008 the abandon cart email has grossed over $2 million and has been the most successful email program to date

• Developed a product recommendations algorithm leveraging internal capabilities that replaced a third party process that proved to be more effective and saved over $300K in fees

• Coordinated and advised graduate students from Carnegie Mellon and the University of Pittsburgh on projects to enhance AE.com personalization efforts leading to innovations in product targeting, recommendations and enhancements to the customer loyalty program

EDUCATION MANAGEMENT CORPORATION – Pittsburgh, Pennsylvania (2006 to 2007)

Web Producer – Student Recruitment

In one of Pittsburgh’s fastest growing companies, designed, implemented and managed the student recruitment web experience for The Art Institute Online, South University Online, Argosy University Online and Miami International University Online in addition to supporting the inquiry, application, enrollment and acquisition cost goals of each of the four educational entities.  Served as a liaison between Web Strategies, Marketing and Admissions departments and developed and refined all elements and processes associated with the student recruitment process.  

Key Accomplishments:

• Launched state of the art web analytics program through the implementation of Omniture SiteCatalyst which was so successful for the online division that it was adopted by the corporate office 

• Transformed the organization from using rudimentary web statistics to insightful, automated reports and dashboards which led to key business decisions resulting in greater website conversions

• Instituted a multivariate testing program which led to a 25% increase in conversion rates for paid-search landing pages
  
  

GENERAL NUTRITION CENTERS, INC. – Pittsburgh, Pennsylvania (1998 to 2006)

Internet Solutions Manager (2004 to 2006)

Lead the planning and development of all GNC consumer web site applications to support the achievement of strategic business objectives.  Evaluated emerging Internet trends, customer feedback and web site analytics to direct consumer web applications to better meet consumer needs and achieve strategic business goals.   Worked as a liaison between Marketing, MIS and outsourcing partners to ensure that business objectives and technical specifications were properly coordinated and service levels were met.

Key Accomplishments:

• Managed the highly successful re-launch of GNC.com on the GSI Commerce platform as GNC’s first fully controlled eCommerce web site and multi-channel platform where first year revenues exceeded $20 million

• Integrated the GNC Gold Card loyalty program with its 4 million active member base into the e-commerce enabled GNC.com website replicating complex business rules to allow online transactions to mimic the GNC in-store experience

Web Developer (1998 to 2004)

Lead the architectural and technical design for web applications throughout their lifecycles.  Responsibilities included: project planning, defining requirements, programming, developing test plans, coordinating deployment and providing ongoing maintenance.  Monitored performance of all deployed web applications and made recommendations to tune the applications and modify the hosting environment to ensure maximum performance.

NORTHROP GRUMMAN IT (FORMERLY LITTON/PRC, INC.) – McLean, Virginia (1996 to 1998)

Associate Engineer

Designed, developed and implemented web applications using pioneering web technology as a member of the Systems & Process Engineering group. 

MILITARY EXPERIENCE

US ARMY RESERVE – Coraopolis, Pennsylvania (2003 to 2005)

Public Affairs Officer 

As a Captain in the 354th Mobile Public Affairs Detachment lead 4 Non-Commissioned Officers and 8 enlisted soldiers in the execution of all unit directives which included acquiring, producing and distributing text, photo, video, audio and web information products as well as providing services and facilities for media representatives in support of national, multinational or joint operations.  

PENNSYLVANIA ARMY NATIONAL GUARD – New Castle, Pennsylvania (1996 to 2003)

Field Artillery Officer 

As a Lieutenant in the 1-107th Field Artillery Battalion held numerous leadership positions to include Battalion Fire Support Officer, Battery Executive Officer and Battery Fire Support Officer in a mission ready and fully operational 500+ soldier, 18 gun self-propelled howitzer battalion.   

EDUCATION

Master of Business Administration – Marketing & Information Systems (2004)

KATZ  GRADUATE SCHOOL OF BUSINESS
UNIVERSITY OF PITTSBURGH – Pittsburgh, Pennsylvania

Bachelor of Science – Management Science & Information Systems (1996)

SMEAL COLLEGE OF BUSINESS ADMINISTRATION
THE PENNSYLVANIA STATE UNIVERSITY – University Park, Pennsylvania

Professional Certifications

Adobe Certified Expert: Adobe Analytics Business Practitioner

ATG Technology: Certificate

Teradata CRM: Certificate

Department of Defense Security Clearance: Secret

AFFILIATIONS AND CHARITABLE EFFORTS

National Eagle Scout Association: Life Member

Boy Scouts of America - Laurel Highlands Council: Development Committee Member

Boy Scouts of America - Order of the Arrow: Allohak Menewi Lodge 57 - Chapter Advisor

Penn State Alumni Association: Life Member