Brian Fenn · Dossier · May '26
The work, in full.
The seam changes shape from one chapter to the next. The work doesn't. Twenty-five years, six companies, three continents.
Tenure
25 YEARS
Roles
8 ALL CASE STUDIES
Side Artifacts
3
Awards
4
Scope
800+
Stores · 40,000+ teammates
● Executive summary
Full case study →I. Dick's Sporting Goods — Connected Store & Unified Commerce
- The Seam
- Siloed legacy infrastructure across an 800+ brick-and-mortar footprint paralyzing digital-physical product velocity.
- The Intervention
- Orchestrated a multi-year architecture blueprint and aligned cross-functional teams to modernize point-of-sale systems.
- The Outcome
- Secured executive buy-in for the complete foundational layout that currently dictates the enterprise's unified commerce strategy.
Reach
100M+
Monthly active users
● Executive summary
Full case study →II. Nike Search — LLM & Intent-Driven Personalization
- The Seam
- Legacy keyword search engines failing to interpret complex, multi-layered consumer intent at global scale.
- The Intervention
- Placed an LLM directly into the critical path of a global search engine, migrating from classic keyword indexing to semantic intent mapping.
- The Outcome
- Delivered a 1.2× search conversion lift globally and protected multi-billion-dollar demand pipelines through advanced algorithmic accuracy.
Team build
10×
2 → 120+ across three continents
● Executive summary
Full case study →III. Nike Greater China — Digital Eco-System Migration
- The Seam
- Geopolitical compliance constraints, siloed regional engineering, and unique digital ecosystems pulling away from global architecture.
- The Intervention
- Built an international digital studio from 2 to 120+ operators, managing a multi-year sovereign cloud stack migration while building custom social-commerce infrastructure.
- The Outcome
- Mitigated catastrophic compliance risks while capturing a 20% demand increase through localized digital-physical integration.
Conversion
90%+
Mobile checkout · 0-to-1 HOI NYC
Funnel lift
10–20×
Lead-to-project conversion
Lead conv.
6×
First-to-market pre-approval
Scope
Intl
Enterprise video · Intl seller systems
Tenure
10 yr
Bing brand · MSN channels
Detent
A live demonstration of rapid prototyping: using LLMs to orchestrate a physical-digital seam (scanning a coffee bag to automate hardware profiling) from zero to App Store launch entirely solo.
Basin
A smoke-aware AQI forecast for Bend, Oregon that reports the air and refuses to declare it safe. Deterministic numbers, the model kept to words, every figure labelled with its basis.
The Chivalrous Walrus
An AI-narrative project. Long-form prose generation with hand-tuned character continuity.
Bottle & Flame
Long-running editorial practice on wine, food, and place. The room where the typographic muscle gets trained.
Let's build the illogical.
A 30-minute conversation is the right next step.