Define and lead architectural strategy for www.milwaukeetool.com and its ecosystem of digital products, aligning implementation decisions with long-term scalability, performance, and brand fidelity.

• Design a multi-region, BFF-style API Gateway architecture using .NET, YARP, and Azure Front Door, enabling centralized routing, Redis-backed session auth, regional failover, smart routing, and zero-downtime A/B testing.
• Champion a vertical-slice architecture, evolving monolithic applications into independently deployable, plugin-based digital products with clearly bounded domains and service contracts.
• Pilot and scale a shared React design system grounded in atomic design principles, Tailwind CSS, and Storybook, now adopted across 6+ digital products for consistent, reusable UI components.
• Develop an internal ASP.NET Core service framework to bootstrap containerized apps with built-in support for Azure Key Vault, App Configuration, and dynamic updates via Event Grid.
• Lead the migration to centralized configuration and secrets management using Azure App Configuration and Key Vault, enabling secure, environment-specific deployments and real-time config updates.
• Integrate Statsig feature flags into our .NET + React stack, aligning experimentation with analytics and user segmentation to reduce release risk and improve product validation.
• Spearheaded the development of an internal GPT-4-turbo powered assistant using Semantic Kernel, designed to augment sales reps with product, support, and troubleshooting knowledge on the floor.
• Advocate and implement standardized observability using OpenTelemetry and New Relic, delivering consistent tracing, metrics, and logging across the application landscape.
• Establish cross-team standards for dependency injection, modular architecture, error handling, and telemetry — enabling a shared engineering culture around maintainable, observable, and resilient code.
• Provide architectural guidance, starter kits, and documentation to greenfield projects, ensuring rapid alignment to system strategy while minimizing knowledge silos.
• Advise teams on .NET architecture aligned with Microsoft's Modern Web App Pattern and Azure Well-Architected Framework, geared toward elevating performance, reliability, and maintainability across services.
• Mentor engineers through PR reviews, architecture sessions, and one-on-one guidance, fostering a culture of shared ownership, context-first decision-making, and long-term maintainability.

Spearhead the migration from .NET Framework 4.8 MVC to React SSR with Next.js, consolidating 500+ views into 74, resulting in a massive boost in frontend cohesion, developer velocity, and scalability.

• Revitalized product data intake and delivery by architecting a dedicated microservice with pub/sub distribution, streamlining downstream integrations—including vendor alerts for product announcements and launches. Improved client-facing API and product listing page response times by 7–20x, while maintaining full payload fidelity and reducing latency at scale.
• Introduced Terraform and infrastructure-as-code practices to our team, advocating for version-controlled infrastructure and establishing a foundation for reproducible, peer-reviewed environment changes.
• Restructured a tightly coupled monolith into vertical-aligned microservices, reducing build/deploy time from 75 minutes to under 8, enabling parallel workstreams and faster feedback loops.
• Host monthly lunch-and-learns to share insights on architecture, AI, and modern dev practices—fostering cross-team alignment and continuous growth.
• Instrumented Azure apps with OpenTelemetry + New Relic, establishing baseline observability standards and ensuring actionable performance telemetry across legacy and greenfield services.
• Partnered with InfoSec to implement static analysis tooling, traffic monitoring, and firewall policies, aligning development practices with organizational compliance mandates.
• Standardized deployment across teams using Azure DevOps Pipelines, Azure Container Registry, AKS, and Azure Container Apps for efficient, repeatable releases.
• Implemented Terraform for infrastructure as code, leveraging Azure Storage Accounts as the backend provider to support multi-environment deployments.
• Mentored junior developers and led code reviews focused on long-term maintainability, performance, and architectural alignment.

Created a shared package for startup validation, enforcing reliable startup behavior and configuration hygiene across services.

• Planned, deployed, and maintained a Sitecore 10 XM platform in AKS, leveraging Helm charts, Azure DevOps CI/CD pipelines, and private Azure Container Registry images to streamline deployments, enhance scalability, and ensure platform resilience.
• Provisioned Ingress-NGINX within AKS, managing internal load balancing and service routing across microservices.
• Architected and built a new solution to isolate a product domain from a shared monolith, allowing a small dev team to operate as a fully independent Scrum team with its own microservice and CI/CD pipeline.

Used XUnit, FluentValidation, and NSubstitute to implement robust unit and integration test strategies across back-end services and CI pipelines.

• Integrated applications with Azure Key Vault for secure and central management of secrets, certificates, and connection strings.
• Designed and shipped a product comparison utility using Svelte and Solr, enabling users to evaluate product features and improve purchase confidence.
• Implemented health checks and startup validation for containerized apps, improving reliability, resilience, and runtime diagnostics in production environments.
• Built a front-end asset pipeline using Gulp + Rollup to support React, Svelte, and other frameworks, enabling framework flexibility within shared environments.

Planned and executed a full data migration from Munics Wings ERP to Acumatica. Updated internal reporting to align with Acumatica export formats and integrated legacy tools using its import-sheet standard.

• Build cron jobs that execute daily to analyze current tool prices, against market averages and send reports to sales department.
• Automate exports of current inventory and product trends to produce "order sheets" for the inventory team. Aimed to always have enough stock in house to fulfill customer orders.
• Built internal tooling with .NET WinForms, Entity Framework, and Excel Interop to streamline price management based on IMAP/vendor pricing sheets. Supported bulk uploads (7000+ SKUs per sheet) and added business logic to reject price updates below a 4% profit margin.
• Assess internal processes for automated improvement opportunities of data entry or export. Report findings and suggested next steps to Director of Marketing.