strategy, systems & scale
UX, development, and system integration experience
what drives this work
Design isn't just how something looks — it's how it works, how it scales, and how it makes users feel.
Hello, my name is Albert Halili — and I’m the ecommerce ace that’s been shaping the digital world since the dial-up days.
My story in tech started way back in 1998 — when websites were wild, Photoshop was a verb, and designing graphics felt like painting the future pixel by pixel. I was hooked. That early obsession with design quickly led me into the world of web — slicing up PSDs, hand-coding layouts, and watching the internet grow in real time.
Through the early 2000s, I wore every hat possible — graphic designer, front-end developer, photographer, QA lead, email marketer, UX tester, you name it. I learned by doing, building ecommerce sites on platforms like WordPress and Magento before most brands had even figured out what “online shopping experience” meant.
Then came 2012, and with it — my entry into the Salesforce Commerce Cloud ecosystem, which opened the door to true enterprise commerce at scale. That’s when everything clicked: the strategy, the systems, and the scale. From that point on, every project became an opportunity to build smarter — not just prettier — ecommerce experiences.
my experience timeline
A decade-plus of enterprise commerce — from front-end dev to systems architect.
L'Oréal – Certified SFCC Developer
Worked on responsive ecommerce development, email marketing integration, and HTML/CSS/JS UI enhancements.
Tools: SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Bonus: Learned how to develop using Eclips IDE writing, debugging and managing SFCC code. Used Eclipse plugin that enabled me to manage Sandboxes, deploy code and debug applications. Learned how to develope Pipleines while using SFCC's custom scripts.
La Prairie – Certified SFCC Developer
Built multi-country sites in 18 languages, developed custom UX flows, managed product launches in Demandware.
Tools: SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Bonus: Became familiar with multisite architecture and localization. Managed the end-to-end implementation of custom product landing pages, custom category landing pages, and digital content across a global SFCC site architecture spanning 21 countrie sites.
Journelle – Technical Lead
Led frontend architecture, implemented advanced UI features, and guided full-stack SFCC development.
Tools: SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Bonus: Gained experience with personalization through the implementation of the Certone cartridge—an omnichannel application that delivers personalized content based on user data. Designed and developed the “Notify Me” feature, enabling users to sign up for email alerts when specific out-of-stock product variations become available again on the PDP. Built the “Find Your Set” experience—an intelligent product matcher that lets users select up to three bra sizes and two bottom sizes, then filters results to display curated product sets by color, size availability, and in-stock status.
L'Oréal ACD – Technical Lead, SFCC
Built landing pages, email capture flows, CLP functionality and led UX/UI innovation across multiple brand sites.
Tools: SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Bonus: Led the homepage redevelopment and launch of the Hyaluronic Acid Intensifier campaign for SkinCeuticals—implementing advanced UX features like luxury dropdowns, AJAX image loading, responsive video modules, and dynamic upsell sliders. Architected and developed a modular product landing page system featuring reusable animations (TECHNOLOGY, BEFORE/AFTER, REGIMEN tabs) powered by slick.js, designed for SEO, responsiveness, and easy content management via slots.
Burt's Bees Baby – Systems Integrator
Managed code repos, deployments, release cycles, QA and full-stack system integrations with SFCC platform.
Tools: Jenkins, BitBucket, SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Bonus: Took ownership of the client's Bitbucket repo, leading the Jenkins build process, managing branches, conducting code reviews, and handling production deployments end-to-end. Integrated Bronto Data Loader with Salesforce Commerce Cloud to enable accurate order conversion tracking—building out custom import/export jobs across platforms for Burt’s Bees Baby. Developed and launched Product Samples functionality for Burt’s Bees Baby, allowing customers to select free products with qualifying orders—engineered for both desktop and mobile in time for the July 4th campaign. Implemented Enhanced Ecommerce tracking via Google Tag Manager, migrating all hardcoded tags to a streamlined data layer setup, enabling faster campaign launches and ongoing tag management.
Merkle – Frontend Dev Manager
Headless, Composable Storefront Architecture, Contentful, SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Tools: Headless, Composable Storefront Architecture, Contentful, SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Bonus: Web Development Manager & Product Owner at Merkle — Leading strategy, innovation, and execution across enterprise web solutions. Drove product vision for Merkle’s Salesforce Composable Storefront Accelerator, leading roadmap execution, CMS integration, and GTM strategy. Oversaw UX-driven feature prioritization, functional requirements, and developer enablement through custom Jira scenarios and documentation. Managed development for Johnson & Johnson’s managed services, ensuring secure CI setup, clean deployments, and technical alignment. Led cross-functional teams (onshore/offshore), optimizing resourcing, setting KPIs, and mentoring through all phases of the dev lifecycle. Spearheaded delivery frameworks that bridged engineering with business goals — streamlining launches and improving stakeholder satisfaction.
Ember Agency – Product Manager
Bridged strategy with delivery, owning product roadmap and delivering optimized merchandising experiences.
Tools: Headless, Composable Storefront Architecture, Contentful, SFCC, Business manager, Content Slots, Content Assets, Sustem Objects, Custom Objects, XML Development, HTML/CSS, SASS, jQuery, JavaScript
Bonus: Driving end-to-end Agile delivery across SFCC, Salesforce Core, CMS, and third-party integrations. Owned roadmap planning, discovery workshops, and stakeholder engagement to align business goals with technical execution. Facilitated Scrum ceremonies and wrote/refined epics, stories, and acceptance criteria in Jira to maximize delivery velocity. Led sprint delivery across distributed teams, oversaw QA/UAT, and communicated value through demos and release notes. Proposed Q3–Q4 roadmap to reverse checkout conversion decline via promo flows, financing UX, A/B testing, and CRO. Partnered with UX and analytics to optimize lead-gen and checkout flows; validated B2B integrations for system accuracy.
