# Rob F. > Principal Software Engineer - Commerce Experiences Location: San Francisco Bay Area, United States Profile: https://flows.cv/robf Lead front end engineer / architect who is passionate about bringing innovative and compelling user experiences to life. I am an advocate for systems thinking and delivering usable, high quality, scalable enterprise grade web applications. I am a strong proponent of agile and lean practices to streamline teams and make the overall process more effective. I have worked across different industries, with some of my most recent focus on Automotive (Honda Canada) and Communication clients (Freedom Mobile). Specialties: Frontend Web Development, Application Frameworks, Automation, Usability, Human Factors & Ergonomics ## Work Experience ### Principal Software Engineer @ MGM Resorts International Jan 2022 – Present | Silicon Valley, California, United States Lead the Commerce UI team responsible for the design, development, and maintenance of critical web applications, including Room Booking, Show Booking, and the Cart Platform. Focused on driving innovation and optimizing team performance to ensure the highest standards of delivery. • Development Strategies: Implemented trunk-based development to foster collaboration and accelerate release cycles, improving development velocity. • Automation: Established comprehensive automation frameworks to streamline repetitive tasks, including automated package updates across the organization. • Standardization: Led the standardization of widely-used client tools and packages, such as monitoring and static analysis tools, across multiple applications. • Deployment Pipelines: Architected an advanced framework for generating GitHub Action workflows, which has since been adopted as the standard for enterprise-wide deployment pipelines. • Security Enhancements: Led initiatives within the security modernization team to refine security processes across the organization. This included migrating to GitHub Enterprise Managed Users (EMUs) and developing automation scripts for auditing and compliance, significantly improving security oversight and operational efficiency. • Architectural Leadership: Provide strategic guidance on architecture, ensuring scalability, robustness, and alignment across the platform to support long-term business objectives. ### Senior Software Engineer @ Volvo Cars Jan 2021 – Jan 2022 | Silicon Valley, California, United States Contributed to the architecture and development of Volvo's Checkout application, designed to support multiple locales with a focus on scalability and flexibility. • Localization Management: Engineered a scalable solution to handle multiple localities within a single codebase, reducing code duplication and improving maintainability. ### Senior Frontend Engineer / Architect @ Accenture Jan 2018 – Jan 2021 | Toronto, Canada Area Collaborated with a range of clients across industries, modernizing legacy systems and architecting new applications tailored to specific business needs. Key highlights include: • Loyalty game for NHL playoffs: Planned, architected, and developed a 3-layer microservice architecture using Docker, enabling seamless deployments and significantly improving system scalability. • Banking Insights Platform: Led the architecture and development of a React and Flux-based front-end UI, integrated with the ELK Stack for real-time platform usage metrics and enhanced performance monitoring. • Client Performance: Spearheaded front-end performance improvements by optimizing React and Flux implementations, leveraging the ELK Stack for detailed analytics and usage insights. • Medical Insights Platform: Designed and developed a React and Redux-based UI, collaborating with backend teams to solve API integration challenges, ensuring a smooth and efficient user experience. • E-Commerce Improvements: Optimized the purchase flow to drive higher conversion rates, while improving user experience features such as enhanced shipping options and an upgraded 'Add to Wishlist' functionality. ### Lead Frontend Developer @ Build with Assembly Jan 2016 – Jan 2018 | Toronto, Canada Area Served as the lead engineer overseeing the successful delivery of multiple applications built from the ground up. Worked extensively with modern technologies and frameworks, including Angular and React, to ensure high-quality, scalable solutions. • Offers Application: Architected and led a team of two developers to build a complex application involving intricate data manipulation from deeply nested API structures. Played a key role in solving complex financial API challenges, collaborating in problem-solving sessions to develop robust solutions. • Customer Portal: Led a team of four developers in the two-year development of a comprehensive online portal. Integrated multiple custom-built client APIs with the front-end application, navigating complex API data structures that required advanced manipulation techniques. Delivered a scalable, user-friendly solution for the client. ### Tech Lead / Lead Developer @ Idea Rebel Jan 2015 – Jan 2016 | Toronto, Canada Area • Produced project scopes and technical specifications across multiple projects and disciplines • Researched platforms upon client technical specifications • Produced standards documents based on common coding practices • Produced custom agile Jira workflows to help improve efficiency of the team throughout the full development life-cycle • Involved with the interviewing process with technical staff • Performed code reviews to help improve the skills of the development team • Helped mentor junior staff members through code reviews and knowledge sharing • Regularly involved with client meetings to help manage client expectations from a technical perspective • Hands on coding experience by working directly on several projects ### Senior Web Developer @ Idea Rebel Jan 2015 – Jan 2015 | Toronto, Canada Area • Produced technical specifications across multiple projects and disciplines • Produced build packages for various platforms • Regularly involved with client meetings to help manage client expectations from a technical perspective • Built or worked on several large-scale Magento E-Commerce projects • Built or worked on several Wordpress projects ### Senior Web Developer (Contract) @ Idea Rebel Jan 2015 – Jan 2015 Idea Rebel is a Strategic Digital Marketing Agency driven by Technology and Design ### Senior Web Developer @ Contract Jan 2004 – Jan 2015 | Worldwide I have worked on several large projects for a variety of clients, from start-ups to established companies. I have provided Front-end and Back-end development for my clients, solely integrating various open source platforms such as Wordpress and Magento. ### Senior Web Developer @ Organic Hospitality Jan 2010 – Jan 2014 | Glasgow, United Kingdom This was my defining role as a Web Developer. I was the senior developer at Digital Agency, Organic Hospitality. They were a UK based company with offices in Glasgow and London and primarily focused on the Hospitality Industry. I developed excellent time management skills by working on several large projects simultaneously. I was constantly refining my toolkit to work faster and smarter, i.e., using SASS and Grunt on SherbrookeCastleHotel.co.uk greatly improved my workflow. A major highlight of this role was the freedom and responsibility I was given to make important calls on development decisions. Responsive or mobile? Wordpress or Drupal? These are just a few of the calls I had to make on an everyday basis. This role has provided me with a great insight into all aspects of Web Development including maintaining and optimizing Dedicated, VPS and Hybrid servers to ensure that our clients received the best performance. ### Senior Web Developer @ Reid Furniture Jan 2009 – Jan 2010 My main responsibility was the day to day running of the company’s Magento E-Commerce website. I have implemented improvements to the user experience for e.g. dynamic drop down menus and development of the checkout system. Optimising the user experience is an on-going process. Other tasks include the design and development of E-Mail templates, maintaining accurate data for over 400 products, Search Engine Optimisation and dealing with customer queries. ### Web Developer @ Lairdesign Jan 2008 – Jan 2009 | Omagh, N. Ireland After graduating from University in 2007 I started working for Lairdesign. A digital agency based in the UK. I worked along side an experienced Senior Developer helping build various websites using the Content Management System Wordpress. This is when I first started working with Wordpress and have been using it ever since. In my time at Lairdesign I was able to develop my skills and learn best practices when building websites. This has stood me in good stead ever since and helped me become an experience Senior Developer at Organic Hospitality. ## Education ### Bachelor's Degree in Multimedia Computing and Design University of Ulster, Magee ### BTEC National Diploma In Electronics Computing & Design in Engineering South West College, Omagh ## Contact & Social - LinkedIn: https://linkedin.com/in/robertfyffe --- Source: https://flows.cv/robf JSON Resume: https://flows.cv/robf/resume.json Last updated: 2026-04-12