About Me

My name is Todd Croak-Falen, and I am currently a Front End Developer on the MarTech team at Princess Cruises. Originally, I was heavily involved in the migration from Adobe DTM to Launch. Over time, I have expanded to . . .

• Program marketing pixels to capture specific data in key site sections.
• Program our tracking rules to abide by user consent settings. (A combination of OneTrust and Adobe Launch.)
• Architecting the schema for Adobe AEP Web SDK and mapping our data elements to the XDM. Because our data layer is not yet 100% standardized across every site section, I also wrote custom code so that each data element checks the various properties where the data may reside, in order of priority. These data elements are also programmed to pull data from the attributes of a clicked element, meaning the same XDM and data elements are used for both page/route loads and click events. As a result, our team is well-positioned to migrate entirely from client-side to server-side Analytics and Target in the near future.
• Program ObservePoint to monitor the data for accuracy. (ObservePoint Certified Professional.)
• Write the technical documentation for our website’s Analytics tracking. This documentation is a single source of truth for the developers who program the data layer & data attributes in their respective site sections, the MarTech developers who collect the data, the testers who program ObservePoint to validate the data collection, and the product owners who analyze the final results.

Prior to working in MarTech, I designed and coded mobile-first web pages for Acura, BMW, Chrysler, Chevrolet, Dodge, Harley-Davidson, Honda, Hyundai, Jeep, Kia, Nissan, Ram, and Toyota dealerships nationwide at fusionZONE Automotive. (Click here to view that UI/UX development portfolio.)

I also coded the user interface for an iPad kiosk in The North Face retail stores that allows customers to select and play different videos on a big screen TV.

My passion for coding is twofold: I love the intense satisfaction of planning and executing the logic of JavaScript, and I also love finding creative ways to use HTML5 and CSS3 to reflow the graphic design of a page on different screen sizes. With each new project, I push my skill set a little deeper by trying new techniques and further embedding the ones I already have.

Click here to open my full résumé PDF in a new tab.

Other interests include creative writing (see author website), reading fiction & nonfiction, bodyweight exercises, electronic music, hiking, video games, personal finance, chess, sensory deprivation tanks, and Krav Maga.

I am based in West Los Angeles, CA.