About Me

My name is Todd Croak-Falen, and I am currently a Front End Developer on the Digital Analytics team at Norwegian Cruise Line Holdings Ltd. (Norwegian Cruise Line, Regent Seven Seas Cruises, and Oceania Cruises).

Prior to this, I held a similar role at Princess Cruises. Across these brands, I have accomplished the following:

• Migrate from Adobe DTM to Launch.

• Migrate from Tealium to Launch.

• Program marketing pixels to capture specific data in key site sections.

• Program tracking and pixel rules to abide by user consent settings. (A combination of OneTrust and Adobe Launch.)

• Architect custom schema for Adobe AEP Web SDK and map data elements to the XDM. Write custom logic to check for the same data in multiple data layer locations, in order of priority. Include validation to confirm a value will only be returned if it conforms to the data type expected by the AEP schema, preventing batch ingestion errors.

• Program ObservePoint to monitor the data for accuracy. (ObservePoint Certified Professional.)

• Write technical documentation for Analytics and application implementation. 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.

  • 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.