18 Months and a Pivot

Pivot - Ross

I love what I do.

I really do. For the past 3 years, I have been doing web things that I am good at for a company I really enjoy working at in an industry that’s fun.

Earlier this year, I got to help launch a project that I’ve been working on for a long time at AMC — a complete redesign of our company’s website.

I hope there are AMC fans out there that have noticed the difference. If you have, you might be wondering, But WHY is he talking about this now? Sorry, but I’ve spent the last couple months exhaling…taking deep breaths and convincing myself that it’s really completed (and squashing bugs).

Coming off of a project that has been pretty much your sole focus for 18 months is a weird thing. I’ve got plenty of other responsibilities at AMC, but none of them was more important to me than improving the user experience to our guests and visitors to AMCTheatres.com.

A year ago, we completed a rewrite of our entire architecture, installing a new content management system and creating a whole bunch of new dynamic services to power a site that gets its information from sources across the United States. That was an accomplishment in itself and provided us with a platform to do what we did.

And then we redesigned it

I had the great pleasure to work with Greg Storey’s team at Happy Cog on the UX part of the project and that was a pleasure in and of itself. I’ve long been a fan of the Cog’s work and I’ve now worked with them on two separate projects at two separate companies. In the past, I didn’t get to see the project through to completion. I was determined not to let that happen.

It’s a strange experience when you become a client of a group of professionals whose work you have admired. Getting mired in the processes and the day-to-day can wear some of that internet shine off a little, but ultimately, I am extremely proud of the work that we’ve accomplished together. We provided AMC with a beautifully responsive web platform and design system that can now be built upon and extended. Thanks to the great concepting by Kevin Sharon and the technical execution by the talented Ryan Irelan and Stephen Caver, AMC now has a modern, functional site that can take us into the next several years.

I’m so proud of this work. After an 18-month engagement, it feels good to have something to finally show for it.

And now, a Pivot

Doing things on the web has been what my career has been about for a little over a decade. This is a good thing and a bad thing. Good, because I’m at the top of my game, a subject-matter-expert. I feel good about what I’ve accomplished and I have a good idea about what’s happening on the web and where it’s headed (#humblebrag). This is bad because I’ve pigeonholed myself into being only about one thing. While this allows me an immense amount of trust and understanding in my position, I run the risk of forever being branded as “The Web Guy.”

So that’s going to change.

As soon as I have the chance to update my email signature and my LinkedIn profile, it will really be official: effective immediately, I will be AMC’s new Loyalty Marketing Manager.

Not sure what a Loyalty Marketing Manager does? I’m glad you asked. Essentially, I’ll be leading one of AMC’s most important programs – AMC Stubs. I’m extremely excited about the next phase of my career. I’m expanding my worldview to include an important aspect of marketing and I get to work on making an already solid program even better. Over the next several weeks, I’ll be transitioning away from my existing responsibilities and getting up to speed on AMC’s loyalty program and all of its many moving parts.

I’m somewhat sad about putting aside my web life, but I’m so happy to start this new phase of my career. It’s going to make me a more well-rounded marketer and I get to take on yet another huge project.

So there it is. What do you think? (Feel free to share your ideas about AMC Stubs in the comments. I’ll be sure to implement ALL* of them.)

* probably not all of them

9 Replies to “18 Months and a Pivot”

  1. All I read was free stuff. I kid I kid.

    Congrats man. I”m happy for you! I think there is some HUGE potential here for you and I’m excited to see where you take it.



  2. Having “Loyalty” in your new title fit’s you perfectly!!!! You will excel beyond your expectations. Congratulations on your new career path Shane. You deserve it!

  3. As well as you pivot, sir, it should be a required move on Dancing With The Stars.

    Loving what you’ve done with the site in your old role, and can’t wait to see what you do in the new one.

    All of us Brand Socialites are proud.

  4. I’m really happy for you Shane, congratulations! This weekend I signed up for Stubs and I’ve already got some feedback for you when the time is right.

  5. Love how you achieve and move onward and bravo to AMC for keeping you challenged. That inspiration from all angles! I can’t wait to see what you stir up with Stubs. Gven your passion for customer experience, you are going to rock loyalty best practices – and talk about media and customer touchpoint integration. Can’t wait to see you kick it!

    Thrilled for you, AMC, and Stubs.

  6. Congratulations, Shane! Loyalty projects are a fun challenge and full of possibilities. I’m excited to see how Stubs transforms to become even better under your leadership.

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