Craig Tarr

As a Senior Director, I drive both technical strategy and business growth for enterprise software solutions, focusing on large-scale platform modernization and AI integration. My core responsibilities include: Strategic Alliance Leadership (Optimizely): I serve as the Technical Lead for our strategic partnership in the Huge Alliances Collective for Optimizely. My focus is on building deep, organization-wide expertise across platform development, execution, and support to cement Huge's position as the premier agency for Optimizely-powered digital experiences. Enterprise Client Delivery: As a Technical Director across key accounts, including PepsiCo and Darling Ingredients, I oversee the entire software lifecycle for enterprise CMS replatforms. This involves hands-on leadership in discovery, development, integration, disaster recovery (DR), strategic planning, and large-scale deployment. Software Evangelism & AI Strategy: I actively serve as a Public Speaker and Evangelist for the adoption of AI-first strategies within enterprise software technologies. I articulate how companies can transform their platforms and operations by strategically integrating cutting-edge AI capabilities. In this role, I am committed to bridging technical excellence with strategic business outcomes to deliver measurable value for our clients.

In this role at Huge, which was acquired by Hero Digital, I served as a Technical Director and Engineering Leader, focused on the successful execution and delivery of complex enterprise Digital Experience Platforms (DXP) for major clients. My core responsibilities included: Enterprise CMS Replatforming Leadership: I had direct responsibility for large-scale CMS replatforming projects, specializing in both Sitecore and Optimizely solutions. This involved overseeing the full lifecycle, from initial scoping, discovery and architecture through to development and high-availability deployment. Technical Project Leadership: I routinely served as the Technical Lead on key accounts, guiding cross-functional teams and ensuring technical excellence, quality, and successful delivery aligned with client strategy. Pioneering Headless Integrations: I supported and partnered with our Sitecore and Optimizely experts and frontend development teams as we crafted first-of-their-kind headless decoupled replatforms. This included leading the initial deployments of Optimizely Content Marketing Platform (CMP) and implementing advanced integrations utilizing GraphQL, DAM (Digital Asset Management), and PIM (Product Information Management) systems. Engineering Mentorship: I mentored mid-level and senior developers, fostering a culture of technical best practices, innovation, and continuous learning to prepare our teams for the next generation of enterprise digital work.

Responsible for Hero's .NET Development practice. Development includes upgrading, replatforming and supporting legacy versions of Optimizely (formerly Episerver), Sitecore, Umbraco, Sitefinity, and other .NET CMS platforms on prem and cloud. Using DXP and custom IaaS environments. Working with CMS Partners to develop and implement some of the newest integrations & technologies. • PIM, DAM, CMP, GraphQL, & AI across traditional monolith and MACH based architectures In partnership with Hero's Experience Technology team, successfully integrated Storybook into all new development projects. Reducing development efforts and positively impacting sprint completion rates. Enhanced Jenkins to incorporate Sonarqube into all jobs. Formerly only in banking and healthcare specific projects. Eliminated thousands of code smells - improving code maintainability, and ensured clean code with 0 vulnerability and security hotspots. Basis for a boilerplate template. Implemented cross team support of long-term clients. Immediately realized ability to provide additional support for other projects by reallocating team members. Improved knowledge & skills for all team members. And lessened the need for "support" during PTO. • Managing a distributed team of 8 architects and senior level engineers • Hands-on Tech Lead for the estimation, business requirements, development, deployment and support for multiple enterprise level website replatforms • Actively engaged in new Business Development - Responsible for technical RFP evaluation & responses, proposal development and SOW scoping for projects in excess of 12.5MM • Managing team allocations for current and future projects. Interviewing & onboarding contractors and full-time developers • Leader in the DEIB Action Committee - founding member of Hero's Mentoring Program. Created interactive surveys for employees & participated in data mapping mentees to mentors. Providing mentorship to fellow employees in LATAM and the US

Responsible for corporate digital marketing team with distributed members across the US and abroad. Managing all aspects of the Azure infrastructure for development, test and production environments. Designing and developing templates, integrations and interfaces to various back-end systems. • Managing a team of 6 • Designed and built the first ever Clean Energy Solar & Load Management Calculator • Exceeded department lead generation goals for 2020 and 2021 by > 120% • Maintaining a 99.5% or better up-time for all systems • Implemented DevOps concepts and technologies for dev team including Microsoft Boards, Repos and Pipelines • Deployed Microsoft Planner across all Corporate Marketing supporting over 800 requests, campaigns and projects • Upgraded Planner to Smartsheet to implement larger project & campaign management • Developed Corporate Promotion & Redemption site to eliminate phone & mail-in redemption's. Decreased fulfillment timeline for warranties and free products from +6 months to less than 14 days • Deployed NewRelic monitoring including APM, Synthetics and Browser monitoring • Developed Service Level Agreement and business continuity plans • Participating in Salesforce and CDP development for entire enterprise

Responsible for identifying technology overlap between ISC & NASCAR across consumer application space. Lead planning efforts to migrate systems with no user impact or system outages. • Reduced technology spend by $690K in four months. Planning for an additional $150K in 12 months • Successfully migrated Akamai CDN & SSL configurations from ISC to NASCAR for 35 domains • Implemented and deployed first ever Adobe Analytics integration with Tickets.com across 13 sites

Promoted to oversee the corporate CRM, Business Intelligence and eCommerce teams. Key leadership role & responsibility for transition to Tickets.com eCommerce platform for ticket sales and deployment of new enterprise data warehouse & enhanced business intelligence reporting • Managed $2.5M application & services budget using zero-based budget methodology. Reduced OPEx by 30% • Advisor to the IT Fun Team and Recognition Teams • Planned and lead quarterly Information Technology all-hands department meetings • Oversaw IT training budget for 75 employees • Maintained successful compliance with quarterly PCI DSS reporting and yearly SOX control reviews • Reported quarterly to executive leadership on 5-year capital project roadmap • Member of corporate change review board & disaster recovery and business continuity team

Promoted to oversee enterprise email campaign management, text communications and SharePoint applications in addition to web content management, analytics, SEO, mobile applications and streaming. Responsible for 9 direct reports adding corporate social & email campaign management employees to the team. • Successfully migrated SharePoint 2010 on-prem to SharePoint Online • Implemented 24x7 online streaming for MRN Radio • Responsible for $750K budget for application services & support for consumer marketing & 13 business units • Maintained 5-year rolling project roadmap across all digital technologies for ISC, 95% on-time & on-budget • Managed 20 short code keywords with an excess of 450,000 texts at more than 36 events annually • Implemented real-time GPS/BLE wayfinding in native mobile application. More than 500 beacons and 200 POIs

Promoted to manager and assumed responsibility for enterprise Digital Asset Management application and audio/video streaming for Motor Racing Network. Responsible for 5 direct reports, performing quarterly & yearly assessments. • Designed and implemented first audio streaming for MRN, broadcast of the Rolex 24 sports car endurance race • Increased development staff to manage addition of 7 websites • Deployed 12 mobile applications for each unique race track • Oversaw upgrade of corporate Digital Asset Management system containing 1.5 million photos • Deployed Google Tag Manager across all websites & ecommerce platform. Eliminated manual support of more than 200 tags and pixels • Introduced daily Scrum and weekly code review meetings. Lead 2 monthly steering committee meetings to plan and coordinate development & deployment of application features

Brought onboard to lead new content management system rollout. Required to migrate 15 consumer/corporate websites from ColdFusion to .NET over a 24-month period from site design to deployment. • Successfully migrated all websites to Sitecore 6 CMS • Deployed to first content delivery network for ISC • Upgraded analytics from WebTrends to SiteCatalyst (Omniture) • Implemented first application development lifecycle using PVCS Source Control • Planned and built multi-tier web environments • Built and deployed MVC application for real-time racing series statistics database. Provided SQL and webservice interfaces for web, mobile app and service applications

● Managed existing SaaS tool used by all South East Toyota dealers. Web application integrated with the only XMPie variable print technologies in the US to produce variable print service brochures ● Partnered in the development of additional SaaS tools that integrated with Microsoft Windows Workflow Foundation later known as Windows Communication Foundation and now part of SharePoint technologies

● Developed web-based County Online Agenda application for council meetings. Eliminated 100% of paper agendas ● Intranet Webmaster supporting all departments information sharing needs ● Enterprise Electronic Document Management System support engineer. Moved the County Legal department to online storage away from paper files & cabinets ● Developed employee healthcare open enrollment application. Eliminated all paper enrollment forms & automated data integration with healthcare partners ● Supported and maintained County Property Appraisers website

● Designed and supported Internet collaboration applications and eCommerce platforms ● Lead consulting & development services for web based and client-server applications for several companies including: Eastman Chemical, Electrolux, Banta Books, Sunnyland Farms, Safeco Inc. ● Developed a web-based content management system that was awarded Microsoft Gold Partner certification

Programmer supporting the development and deployment of specialized software for County Clerks and Land Register of Deeds in Virginia and Tennessee.

Graduated from College of Business with focus in MIS.