Welcome!

Thanks for stopping by. I am a freelance eCommerce application/deployment architect, specializing in implementing large scalable, distributed systems for the Internet Retailer 100. I primarily work with clients of ATG, the leading eCommerce software vendor. My wife, Melissa, and I reside in Chicago, IL.


My Publications

  • White Paper: Large-Scale ATG e‐Commerce Applications: An exhaustive set of best practices (64 page) for architecting, developing, deploying, and maintaining the largest ATG applications, with an emphasis on scalability. This is written for the Internet Retailer top 100. Copies available by request
  • White Paper: ATG Commerce Service Center Performance Tuning: Performance tuning ATG's Commerce Service Center application can yield significant cost savings for organizations. This white paper offers a pragmatic approach for uncovering the technical and business issues that underlie performance problems. View
  • White Paper: Search Engine Optimization Guide: A Review of SEO Techniques for ATG-Powered Web Applications : This white paper provides an objective and well-researched review of search engine optimization techniques for ATG applications. A secondary purpose of this white paper is to showcase new ATG product enhancements that assist in search engine optimization. View
  • ATG Application Launch Checklist: A 200+ point cross-disciplinary pre-launch checklist that is used for launching many ATG sites. View
  • ATGLogColorizer: Open source utility that color-codes log files or console output from JBoss, WebLogic, WebSphere, and DAS application servers. Output originating from ATG is also recoginzed and colored appropriately. This utility is in wide use throughout the ATG community. View

My Resume

I am NOT available for ATG work right now. Recruiters, please do not contact me. And no, I don't have any friends looking for work either.

Key Competencies:

  • Large-Scale eCommerce Deployments. Wrote ATG's 64 page white paper on the subject. Advisor to numerous Walmart eCommerce properties. Regularly consulted within ATG on the subject. Led ATG's advanced large-scale deployment webinar
  • Scalability. Regularly consulted within ATG on the subject. Author of ATG's Terracotta integration
  • eCommerce Application Performance Tuning. Wrote ATG's 16 page white paper on CSC performance tuning, which is the most challenging of all ATG applications to tune well. Regularly consulted within ATG on the subject
  • ATG Content Administration Architecture/Implementation. Advised, architected, or implemented CA for over 10 sites. Regularly consulted within ATG on the subject
  • eCommerce Site Launches. The leader or a key participant in the launch of over eight large ATG sites. Wrote 200+ point cross-disciplinary pre-launch checklist that is in wide use throughout the ATG community

Work History

  • Wal-Mart (Walmart International/Global.com). Brisbane CA/Bentonville AR
    ATG Architect on Walmart's Global eCommerce Platform. Advised Walmart International on long-term scalability, application architecture, deployment architecture, and content management. 01/2009 - present. Through ATG Professional Services
  • Wal-Mart (Sam's Club). Bentonville AR
    Advised Sam's Club on content management, performance tuning, deployment, and site launch. Various Dates 01/2009 - 09/2009. Through ATG Professional Services. Site: SamsClub.com
  • Wal-Mart (Walmart International/Global.com). Brisbane CA/Bentonville AR
    Lead ATG content management architect, deployment architect, performance tuning specialist, and launch expert for Walmart's Global eCommerce Platform. 05/2008 - 01/2009. Through ATG Professional Services. First site: asda.co.uk
  • DSW Shoes. Columbus OH
    Advised DSW on content management/ATG Content Administration, deployment architecture, and site launch. 02/2008 - 04/2008. Through ATG Professional Services. Site: DSW.com
  • ULTA. Romeoville IL
    Architected and performed ATG Content Administration implementation, set up entire production environment, personally launched site. 08/2007 - 02/2008. Through ATG Professional Services. Site: ULTA.com
  • HP/Wal-Mart. Corvallis OR/Irving TX
    Advised HP on scalability, ATG application architecture, deployment architecture, and content management for their global media downloads eCommerce platform. Wal-Mart (mediadownloads.walmart.com) was first tenant. Wrote key parts of a digital rights management system. 05/2006 - 08/2006, Various Dates 11/2006 - 01/2007, 05/2007 - 07/2007. Through ATG Professional Services
  • PepsiCo. Frisco TX
    Architected and implemented customer support portal. 11/2005 - 12/2005. Through ATG Professional Services
  • Broadman & Holman Publishers. Nashville TN
    Wrote key pieces of eCommerce platform, built QA/UAT environments from scratch, and supervised the work of five junior developers. 10/2005 - 11/2005. Through ATG Professional Services
  • Hyatt. Chicago IL
    Architected and implemented an application that allows individual hotel managers to manage their Hyatt.com property pages. 05/2005 - 09/2005. Through ATG Professional Services. Site: Hyatt.com
  • ATG
    Short, targeted engagements for The Body Shop, USPS, Lexmark, Finish Line, Chicos, and Alliance Time. Various Dates 05/2005 - present. Through ATG Professional Services
  • Footlocker.com. Wausau WI
    Lead front-end developer/front-end team lead. Responsible for all HTML/CSS/JSP for three large eCommerce sites. 05/2004 - 05/2005. Sites: NFLShop.com, Footlocker.com, ChampsSports.com
  • HighBeam Research. Chicago IL
    Defined corporate front-end coding standards and wrote HTML for Encyclopedia.com home page. 03/2005 - 04/2005. Sites: Encyclopedia.com, HighBeam.com
  • Manito-wish Leadership Center. Boulder Jct WI
    Trained corporate, college and high school groups on communication skills and the collaborative leadership model at a nationally renowned leadership training facility. Various Dates 2004 - 2005
  • Helios Designs, LLC. Wausau WI
    Developed over 23 small business websites. 2000 - 2005

    • Selected Works

    • ATG -> Terracotta Integration: An integration module that allows ATG-backed non-repository caches to use Ehcache backed by Terracotta
    • Selective Agent-side Repository Cache Invalidation: Selectively invalidate agent-side repository caches following deployments in ATG Content Administration
    • Agent-side Repository Cache Optimizations: Data source switch staggering, replacement for cacheSwitchHot, non-repository cache invalidator
    • Workspace Catalog Maintenance Service: Catalog maintenance service that runs incrementally on a workspace in ATG Content Administration
    • DAF Deployment Performance Optimizer: Dynamically optimize DAF deployment settings based on how many assets are being deployed
    • Graphical Event Impact Analysis Tool: Tool to measure the impact of an event on application server threads
    • NucleusBrowser: Read-only /dyn/admin/nucleus
    • Automated Session Failover Testing Tool: Tool for validating session failover across a large production cluster
    • Tool for Finding Rogue Process Editor Servers: Tool for finding rogue process editor servers to prevent scenarios from being scrubbed from the database
    • ATG's TextPad TCL: Author of ATG's TextPad TCL library

    Education

    • Master of Science in the Management of Information Systems
      University of Illinois at Chicago. Expected graduation of 12/2010
    • Bachelor of Science in Entrepreneurship
      University of Illinois at Chicago
    • Associate of Arts and Science
      University of Wisconsin at Marathon


      • About Me

      I live with my wife, Melissa


      in our home in the John Hancock Center in Chicago.

      Contact Me

      Kelly Goetsch
      175 E. Delaware Pl. #6710
      Chicago, IL 60611

      kelly.goetsch@gmail.com
      kgoetsch@atg.com
      312-391-4001

      View my LinkedIn profile