Dylan Hulbert

Vice President, Technology - Digital Commerce and Customer

Vice President, Digital Technology

• Led the modernization of Starbucks’ mobile ordering experience to improve speed, reliability, and overall customer satisfaction
• Delivered a next generation, multi-channel Starbucks Rewards experience that grows revenue, affinity and relevance, and retains our best customers
• Extended the global commerce, rewards, API, and location platform to support point-of-sale and loyalty convergence across international markets
• Technology executive owner leading operational excellence and technical readiness across all new and seasonal product launches

Vice President, Digital Platform Engineering

• Delivered Rewards integrations with Delta and Marriott for Starbucks Customers, providing strategic cross-marketing opportunities
• Implemented localized Digital Menu Board pilot, enabling precision pricing, dynamic content, and day-part menu selection, and scaling to Starbucks 10000 company owned stores
• Led the introduction of a product-focused Digital Operating Model and reorganized Platform Engineering to improve accountability, product alignment, and stakeholder engagement.
• Chosen as executive sponsor and lead for Starbucks Future Engineering, an initiative to improve speed to value 4X across all aspects of our product engineering organization

Chief Technology Officer

• Led technology due diligence, ensuring seamless system integration and managing the transition of technical assets and team through Regent LP's recent successful acquisition
• Transformed Zulily’s e-commerce experience from legacy, in-house-developed systems to a scalable commerce platform on Shopify to modernize our capabilities and enhance our business agility, efficiency, and responsiveness
• Executive sponsor for Zulily’s Women in Tech and Ada Developers Academy internship program, providing training and education opportunities and improving gender diversity and engagement

Vice President, Technology

• Spearheaded the modernization of a significant portion of our site from PHP to React, streamlining codebase and improving overall performance, security, and user engagement
• Drove the transformation of our legacy flash-based inventory experience to include a new persistent product offering, resulting in increased conversion rates, higher new-customer demand, and increased visit days
• Successfully led a multi-organization restructuring effort that optimized workflows and collaboration across engineering and product management, resulting in increased efficiency and alignment with business goals
• Optimized cloud costs and renegotiate contracts with vendors and service providers, analyzing usage patterns, identifying areas for improvement, and negotiating better rates and terms. Achieved a 15% reduction in annual operating costs, resulting in significant cost savings and freeing up resources for strategic initiatives and innovation
• Led our organic growth initiative, developing and executing a comprehensive strategy to improve site traffic and increase demand while improving website usability, customer engagement, conversion rates, and a year-over-year improvement of approximately 2% in SEO-driven demand

Senior Director, Technical Product Management, Global Technology

• Owned responsibility for leading Nike Technology Operations’ technical product vision, strategy, roadmaps, scorecards, customer engagement, and prioritization
• Led the development of a cross-team Technical Program Management function to identify, plan, and manage technical cross-functional dependencies and solve program risks to increase overall program delivery confidence and drive simplification and clarity of scope
• Served as a member of the Senior Leadership team comprised of executive leadership accountable for steering and strategic decisions impacting a multi-year ERP implementation
• Designed and led the transition to a technical product management model aligned with OKRs

Senior Director, Resilience Engineering, Global Technology

• Led the strategic effort across multiple Product teams, delivering a 100% multi-region deployment capability for business-critical Nike.com services, ensuring compliance with the Board of Director’s mandate
• Onboarded chaos engineering practice and standards, growing resilience engineering across the Nike digital ecosystem
• Directed the Portfolio Review for Senior Leadership in collaboration with the Strategy and Global Technology Office and provided prioritized visibility to a nearly $1B global technology portfolio

Senior Director - Credit, Loyalty, and Gift Card Technology

• Launched The Nordy Club, a refresh of our decade old loyalty program extending to our customer faster rewards, improved benefits offerings, and a new Nordstrom tender option. This effort was the culmination of a nearly two-year program to migrate legacy tender rewards and integration with a single view of customer data across Loyalty, Credit, and numerous partner teams
• Managed a ~$600MM legacy gift card platform migration from in-house to First Data, providing frictionless partner integration, native operations tool sets, and improved fraud capabilities
• Delivered a card information texting service, enabling a Nordstrom Card holder the ability to interact with IVR style functionality via short code SMS texting, resulting in reduced call center volume and faster sales transactions
• Replaced legacy on-premise New Card Account infrastructure with a scalable cloud architecture, resulting in improved BCDR assurance

Director - Credit and Loyalty Technology

• Modernized nordstromcard.com; swapped legacy vendor applications for open source framework and modern infrastructure, allowing for faster product deployments (from six times annually, to twice weekly), improved customer experience (+2pts YoY CSAT), and decreased service center call volume, resulting in ~$5M annual savings
• Delivered a multi-phase, legacy platform migration, bridging Nordstrom’s non-tender and card member loyalty programs, resulting in $4M annual technology savings and increased customer engagement

Director - Credit Technology (Vice President, Technology for Nordstrom fsb)

• Officer of the bank responsible for $12.5M annual budget and 8 product teams developing in multiple technical platforms including custom software and infrastructure; accountable for NordstromCard.com
• Executed a three-year organizational efficiencies roadmap in 1 year to meet an aggressive $2.5M budget reduction target, including re-alignment of products into self-sufficient DevOps delivery teams
• Instituted a new engagement model with business partners by identifying new roles and engagement structure to improve business relations and prioritization of work
• Implemented key missing foundation items such as mission, strategy, goals, and leveraged strategic deployment, creating line of sight for all work in the organization; provided a single view of risk, project and program commitments/results for business and technology partne
• Developed a high-functioning leadership team; implemented standard work, cascading goals resulting in tighter budget alignment and speed to market while cutting negative attrition by 75%
• Led the successful delivery (on time/on budget) for two major programs of work in less than ten months including a $2.2b divestiture

Director – Customer Mobile Applications

• Leader accountable for creating and driving strategy for transforming all customer facing engineering teams (700-member group) to 25% reduction in feature delivery cycle-time
• Delivered first new tender type used on the Nordstrom iOS application since introduction, requiring integration and coordination across 21 internal product teams
• Increased CSAT (Foresee) across our native apps by two points YOY via targeted improvements in app performance, and improved from 2.5 to 4.5-star lifetime app store rating
• Drastically improved our demand and conversion data with the implementation of an improved transaction flow on the front and backend, across multiple funnels
• Drove YOY growth in app demand by 61.3%, unique daily visitors (UDV) by 25.8%, conversion by 24.2%, downloads by 11%
• Worked with a strategic vendor to test and learn new innovative in-store capabilities
• Scaled our mobile organization 2X, while maintaining highest in Nordstrom Technology net promoter scores (93%) for retaining and developing talent and accelerating the delivery of a three-year roadmap in 18 months

Group Manager - Customer Mobile Applications

• Drove our migration to test driven development, paired programming, implementing continuous integration for our iOS projects, and the current transition of our web services to the cloud
• Took the team from Scrum to single-piece-flow by aligning on a single backlog and focusing on cycle time, drastically reducing our delivery times, improving our responsiveness, and providing MVP at the earliest possible opportunity
• Led us through a focused technical debt reduction, decreasing app crash rates by 75%, reducing overall production bug count by 50%, implemented analytics to track performance, and made quality a priority resulting in 99.9% uptime
• Increased in store transactions by 1.5% through targeted functionality supporting an in-store experience
• Organized mobile “squads”, aligning with business outcomes across customer facing and data services, driving focused delivery and product management flexibility; resulting in 5X reduction in time between releases, and increased response time for feature updates
• Influenced the integration of our UX and product teams into our engineering/delivery teams

Development Manager - Software Engineering Tools Support

• Reduced operational expense by more than 20%, while nearly doubling productivity through measured reductions in non-cap work, automating processes, and prioritizing functionality
• Supported the enhancement, integration, and delivery of cross organization software engineering support platforms (JIRA, Confluence, Fisheye, Sonar, Crucible, AppScan, HP QC), and legacy productivity systems (CA Clarity)
• Implemented simplified Jira-to-Planview time tracking strategy; enabling visibility to portfolio->program->team investment and delivery predictability
• Managed engineering, architecture, and analyst resources, along with delivery schedules, budget, agile processes, testing and test data management, and production data analytics
• Provided product management and delivery for large-scale Jira/Confluence deployment, including support and systems implementation for a large-scale enterprise-wide agile transformation

Technical Program Manager - Visibility

• Managed the migration from Smalltalk to Java, resulting in ~50% faster report production times
• Delivered ‘report repository service’ features, allowing customers to create and schedule web reports, search report data, and combine product services, all while reducing technical load on a limited internal infrastructure
• Introduced agile program management and delivery processes, creating visibility and prioritization

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