Sam Felsenfeld Technical Business Analyst, Product Owner
949-***-**** ***.**********@*****.*** LinkedIn
Technically-minded professional with strong experience acting as a liaison between technical and non-technical users to improve and enhance marketing platforms. Utilize extensive knowledge of full-stack development to support marketing initiatives. Collaborate cross-functionally with internal teams and stakeholders to achieve project goals, increase efficiency, improve content quality, and better the user experience.
Core Expertise
Full-Stack Development (Frontend & Backend) Business Analysis & Requirements Gathering Data Analysis
Process Optimization Cross-Functional Team Collaboration Stakeholder Communication Problem Solving
Troubleshooting Marketing Technology Solutions Agile & Scrum Methodologies Software Development Lifecycle
Technical Expertise
Programming & Development: PHP, MySQL, PostgreSQL, Shell Scripting, JavaScript, jQuery, AJAX, JSON, HTML, CSS
Frameworks & Tools: Zend Framework, Linux Administration, Git, Subversion
Agile Tools: Jira, Trello, Slack
Creative Software: Adobe Photoshop, Illustrator
Professional Experience
IBM West Chester, PA 3/2013 – 03/2025
Business Analyst, Marketing Registration Form Systems 9/2021 – 03/2025
Translated business needs into detailed technical requirements while defining and documenting technical processes and business requirements. Liaised between technical and non-technical users to enhance the marketing form systems platform. Ensured global privacy policy compliance with marketing lead generation API adopters.
•Enabled third-party companies to implement an API and execute lead-generation campaigns by developing documentation and collaborating with internal stakeholders, external account managers, external developers, and internal developers.
•Ensured a smooth transition from country-based to language-based marketing by creating a new structure and process to manage privacy content and accounts for scalability. Collaborated with developers, product owner, the privacy compliance team, and third-party adopters.
•Assisted sales representatives with contacting leads quickly enough by proposing a solution to enhance contact form configurations with additional specificities and parameters to accurately route high-value lead responses.
•Attained a successful API adoption and helped sellers better engage with leads by enabling integration from custom web pages into the marketing stack in collaboration with developers.
Technical Performance Marketing Lead 5/2019 – 9/2021
Led a variety of digital projects focused on improving efficiency, content quality, and user experience.
•Reduced digital strategists’ time updating content while improving the quality and accuracy of public-facing content on IBM.com by using Node.js and Zend Framework to build a tool that cataloged thousands of pages and crawled content daily. Built a related tool that enabled the searching of content to display results.
•Saved tens of thousands of dollars, improved search equity, and grew organic leads by developing a solution using PHP and a Cloud Object Storage (S3) database to transition from hosting digital assets off-domain to under the IBM.com domain.
•Ensured a smooth content migration by creating microsites for 50 products and collaborating with the platform team for a successful release ahead of deadline.
•Increased responses by 12% by working with a designer to establish a design standard for 1.5K marketing registration forms.
Technical Enablement Specialist 4/2016 – 5/2019
Helped stakeholders navigate technical challenges while recommending best practices.
•Saved approximately $100K per year and eliminated security risks by developing and deploying a solution using Zend Framework (PHP) to replace a legacy web environment that was posing a security risk to customer data.
•Ensured a smooth transition from one internal marketing registration form system to a new one by collaborating with the platform team on technical issues during the migration.
•Generated high-quality prospects for the sales team by liaising between the product owner, product marketer, and developers to drive the creation of a trial for the Secret Saver offering.
Web Developer – MaaS360/Fiberlink 3/2013 – 4/2016
Completed several projects involving the Maas360 business transfer to improve performance and scalability.
•Increased form conversion rate by about 30% by developing a new marketing registration form system built for scalability.
•Led a critical project involving developing a new environment with better security involving six weeks of extensive development work and testing. Managed a team of developers in India and a local agency with multiple daily calls.
•Transferred business on time for the MaaS360 integration by modifying the marketing registration form system to implement IBM’s APIs to feed data into its marketing stack.
Early Career Experience
Web Developer, VisionLink
Web Developer, IT Manager, Apriori Beauty
Business Analyst, Arbonne International
Web Manager, Marketing, Arbonne International
Project Manager, Internet, Arbonne International
Sports Information Director, Orange Coast College
Stringer, Editorial Assistant, Associated Press
Education
Bachelor of Arts in Journalism & Mass Communications, Kansas State University
Certifications
Certified Scrum Master (CSM), Scrum Alliance
Certified Scrum Product Owner (CSPO), Scrum Alliance
Community Leadership
Operation Jack Autism Foundation Founder, Chairman 2009 – 2021
•Ran 61 full marathons and two ultramarathons in 2010 to raise money and awareness for autism-related charities. Authored 300+ blog posts, managed social media activity, and planned fundraising events to raise $88K.
•Organized three to five endurance races annually, built fundraising teams, and raised more than $200K for charities.