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 · 7 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
○ Short brief
Not a case studyBrief on request →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.
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.