History
Fifteen years across Salesforce, Royal Caribbean and Disney, arranged by what the work actually was rather than which building he sat in. Everything below shipped to real customers.
Product strategy for AI-native event experiences: Agentforce across the entire Dreamforce and World Tour attendee journey, and the global PM team built to hold it together.
Localisation scaled on generative AI and machine translation, then the ops function, tooling and process around it, so the speed was repeatable rather than a demo.
The tooling behind salesforce.com: CMS, site search, chatbots. Before that a commerce replatform: a dozen scrum teams, 20+ PMs, 200+ engineers, and the APIs that opened new channels.
FastPass+ rebuilt at Walt Disney World. PhotoPass moved from desktop to a mobile business. Facial recognition in cruise terminals, so people got on vacation faster.
Travel and lifestyle stock, sold through Getty, Alamy and Blend Images: twenty-plus countries, several Lonely Planet covers, an unreasonable amount of time in airports. It began at the office manager's desk at David Sanger Photography. He went back to graduate school in 2009 and wound it all down in 2011, when the stock photography market had thinned and health insurance needed paying for. Now a Leica M11 and the blue hour.
Timeline
2025– Sr. Director, PM, Event Technology, Salesforce.
2023–25 Sr. Director, PM, Marketing Localization, Salesforce.
2020–23 Director of Product Management, Salesforce. Six PMs; the tools behind salesforce.com.
2018–20 Director, Digital Experience & PM, Royal Caribbean. 20+ PMs, 200+ developers; the terminal rebuilt with facial recognition.
2017–18 Director, Ecommerce, Royal Caribbean. A tours-and-activities startup inside the group.
2016 Digital Guest Experience Director, Disney Parks. FastPass+ overhauled: satisfaction +10%, complaints −50%.
2013–16 Manager, Digital Guest Experience & PM, Disney Parks. PhotoPass to mobile: engagement +64%.
2013 Optimization Lead, Disney Parks. A team from two to six; $50M+ in year one.
2009–11 Graduate school; SBR Photography wound down.
2011–13 Information Architect, Disney Parks. The disneyworld.com overhaul; MyMagic+ planning tools.
2001–11 Photographer & Owner, SBR Photography.
Addresses Berkeley and the Bay 1996–2005 and 2007–09; Los Angeles 2009–16; Miami 2016–20; Berkeley since 2020.
Facts & Figures
guest satisfaction, FastPass+
complaints, FastPass+
mobile engagement, PhotoPass
incremental revenue, year one
Looking For
The earliest kind of problem, the one nobody has named yet, where AI makes new answers possible and most of the work is finding the real question. He has done the later parts inside very large companies. If you are building something early, or have a job that needs this, write or connect on LinkedIn. Both doors open.
The other half of the practice is the looking. See the Frames (p10).