About
About Me
Senior engineer blending technical depth, design intuition, and systems thinking
Hi, I'm William 👋
When I'm not building headless PWAs or wrestling with React hooks, you'll find me playing with synthesizers, crafting natural incense, gaming, and spending time with my wife and three cats.
I'm a senior web developer with leadership experience driving large-scale ecommerce initiatives in a headless React PWA environment. I specialize in making complex systems feel intuitive, elegant, and performant.
My work lives at the intersection of engineering, creative problem-solving, and human-centered technology. I thrive in roles where I can unify disparate systems, mentor others, and build platforms that are scalable, intuitive, and expressive.
Based in Watertown, WI, I bring a design-forward engineering mindset to full-stack delivery, with deep experience in React ecosystems, API integrations, and ecommerce platforms.
Skills
Skills & Expertise
Core Development
- â–¹React / TypeScript / JavaScript
- â–¹HTML5 / CSS3 / SCSS
- â–¹Next.js / Storybook
- â–¹Accessibility / Performance
- â–¹Responsive Design
Architecture & Platforms
- â–¹Headless PWA Architecture
- â–¹Node.js
- â–¹REST / GraphQL APIs
- â–¹Salesforce Commerce Cloud (SFCC)
- â–¹Database Design
Ecommerce & MarTech
- â–¹Algolia (Search & Discovery)
- â–¹Google Tag Manager / Analytics
- â–¹OneTrust (Consent Management)
- â–¹Listrak (Marketing Automation)
- â–¹Adobe Analytics
CMS & Practices
- â–¹Amplience CMS / Page Designer
- â–¹Custom CMS Toolkits
- â–¹CI/CD Pipelines
- â–¹Testing (Jest, RTL)
- â–¹Code Reviews & Quality Gates
Experience
Experience
Senior Digital Engineer
Duluth Trading Co. | 05/2024--Present
- Led multi-team initiatives across customer experience—owning roadmap coordination, delivery, and release readiness
- Senior front-end focus in headless React PWA connected to SFCC and other services
- Implemented Algolia search integration including frontend UI and SFCC data flows
- Owned tagging strategy and third-party integration governance in GTM
- Integrated OneTrust consent management with minimal UX friction
- Migrated customer profile and order history to MAO APIs with custom React frontend integration
Web Developer II
Duluth Trading Co. | 03/2020--05/2024
- Front-end specialist delivering accessible, high-quality UI for ecommerce flows and campaigns
- Built CMS toolkits enabling designers/merchandisers to launch pages independently
- Contributed to headless PWA migration from legacy SFCC storefront to React
- Modeled content types and built reusable components in Amplience CMS
- Standardized data layer for consistent event tracking in experimentation and reporting
- Extended SFCC controllers, templates, and pipelines for improved performance
Web Developer Consultant
Robert Half | 10/2019--03/2020
Implemented and customized Page Designer CMS components and documentation to support client marketing teams.
Education
Education & Certifications
Brown University
BA, International Relations | Graduated 2015
Bloc Academy
Web Development Bootcamp | Graduated 2018
Certified Salesforce B2C Commerce Developer
2022--Present
Let's Build Something Great
Whether you have a project in mind or just want to chat about web development, I'd love to connect.
Get In Touch