# Robbie Torres

> Technical Program Manager with 12+ years running production e-commerce platforms and six years managing a frontend engineering team across 30+ sites. AI-fluent builder who uses Claude daily as a working partner across code, analysis, and shipping internal tools. Based in Oakland, California.

Last updated: 2026-09-01

## Quick facts

- Name: Robbie Torres
- Role: Technical Program Manager
- Location: Oakland, California, United States
- Experience: 12+ years in e-commerce platform operations and web development
- Management: 6 years leading a frontend engineering team across 30+ production sites
- Education: Bachelor of Fine Arts, Graphic Design — California State Polytechnic University, Pomona
- Contact: hello@robbietorres.info
- Website: https://robbietorres.info

## About

Robbie Torres is a Technical Program Manager based in Oakland, California. He has over 12 years of experience in e-commerce platform operations, web development, people management, and data analytics. He has managed web operations for 30+ websites, led a $20M e-commerce platform migration, built and led a frontend engineering team, and shipped production applications on Cloudflare Workers. He uses Claude daily as a working partner for code generation, debugging, data analysis, SQL, SOPs, and stakeholder communications.

His scope has consistently spanned four areas that are often separate roles: platform development, e-commerce operations, people management, and analytics/reporting.

## Experience

### Manager of Web Systems & Development — Adair Family Wines (2024–2026)

Led web technology, e-commerce platforms, data analytics, and digital infrastructure across 6 properties. Built a custom Digital Asset Management platform on Cloudflare Workers, replacing $30K+/year commercial solutions at roughly $600/year. Built a multi-property health dashboard surfacing 1,800+ issues. One of 4 leads on a $20M platform migration and built the only internal tracking system for it. Built Black Friday/Cyber Monday infrastructure supporting $245K+ in sales across 750+ orders. Built unified GA4 and Looker Studio dashboards, identifying $436K in transactions with no prior visibility across 13 partners. Managed 4+ external vendors as primary technical escalation contact.

### Director of Web Dev & Programming — Vintage Wine Estates (2022–2024)

Directed technical operations across 30+ production e-commerce websites with a team of 2 frontend developers, owning hiring, performance management, and career development. Reduced page load times by up to 80%. Contributed to over 100% annual revenue growth for five consecutive years through strategic platform improvements, in partnership with the CTO and marketing leadership. Promoted a direct report from Web Developer to Senior Frontend Developer. Led the technical wind-down and migration following the company's Chapter 11 proceedings. Led Salsify PIM onboarding and MikMak analytics rollout.

### Senior Web Developer — Vintage Wine Estates (2018–2022)

First management role at the company: built and led the frontend engineering team while continuing hands-on development across 20+ brand sites. Built a custom wine club checkout workflow on CORESense with co-written APIs, achieving a 300% year-over-year revenue increase within 24 hours of launch. Led Talkable referral program integration and launched a native loyalty program. Ran A/B testing and CRO programs using Optimizely, VWO, Google Optimize, and Lucky Orange. Wrote MySQL queries for ad-hoc reporting supporting wine club operations, marketing, and platform migrations.

### Web Content Manager — Vintage Wine Estates (2013–2018)

Established Asana as the project management tool company-wide. Onboarded and migrated 25+ newly acquired brand websites, integrating responsive design and SEO best practices. Built a QR code generator used company-wide as a marketing tool.

### Web Producer — Spirit Clips, Hallmark Labs (2012–2013)

Helped launch Zendesk for customer service. Managed content operations for a digital film library platform with 700+ assets. Collaborated with technology partners and assisted the CTO with SOPs.

## Skills

Technical Program Management, People Management, Platform Migrations, Vendor Management, Cross-Functional Coordination, A/B Testing & CRO, AI-Augmented Development (Claude, Workers AI + Llama 3.1, prompt engineering, LLM API integration), JavaScript, React, HTML/CSS, PHP, Cloudflare Workers/Pages/D1/R2, AWS, API integration (REST, OAuth 2.0), SQL, GA4, Looker Studio, Google Tag Manager, Optimizely, VWO, Asana, Jira, Figma, Adobe Creative Cloud, WordPress/WP Engine, CORESense, Technical SEO, WCAG accessibility, Git/GitHub Actions.

## Selected projects

Personal projects shipped using Claude as a development partner:

- RT Pottery (https://rtpottery.com): Live e-commerce site for a personal ceramics business sold at Oakland markets. PayPal checkout, admin panel, R2 image hosting, GA4. Stack: React + Vite + Tailwind, Cloudflare Pages + Functions, D1, KV, R2.
- Shelob Web (https://shelobweb.com): Multi-tenant website health monitoring SaaS covering SEO, Core Web Vitals, accessibility, AI readiness, and broken links, with magic-link auth, RBAC, Stripe billing, and Google OAuth. Nightly Workers AI (Llama 3.1) fix suggestions.
- Trade Pourtal (https://tradepourtal.com): Multi-tenant SaaS for wine trade asset management with subdomain and custom-domain branding, version control, RBAC, JWT auth, and audit logging.
- AI Job Search Agent: Aggregates jobs from Remotive, Arbeitnow, Adzuna, and JSearch. AI scoring against a resume using Workers AI, cover letter generation, and application pipeline tracking.
- In My Life: Self-hosted task and notification system with multi-channel escalation (email, SMS, push) on Cloudflare Workers.

## Digital services

Robbie offers digital services for small businesses in Oakland and the Bay Area, and white-label execution for agencies and consultants:

- Web Design & Development: website redesigns, new builds, landing pages, hosting, maintenance, accessibility (WCAG)
- Search & Visibility: SEO strategy, keyword optimization, Google Business Profile, Google Ads, local SEO, technical SEO
- Email & Conversion: email marketing, A/B testing, conversion optimization, lead capture
- Analytics & Reporting: Google Analytics 4 setup, Looker Studio dashboards, performance tracking, conversion tracking
- Strategy & Implementation: digital strategy, technology audits, platform migrations, vendor coordination

Engagement terms: most projects start around $2,500; a fixed number in writing before any work starts, with no hourly meter; ongoing work is month-to-month with no long-term contract; clients work with Robbie directly with no account managers; response within one business day.

## Case study: replacing a $30K DAM with $600 of Cloudflare

Full writeup: https://robbietorres.info/work/dam-platform/

Seven winery brands needed one place for trade partners (distributors, retailers, on-premise accounts) to download labels, bottle shots, and tech sheets. Commercial digital asset management platforms quoted above $30,000 per year. Robbie built a custom platform on Cloudflare Workers instead, running at roughly $600 per year.

Architecture: Cloudflare Workers for application logic, routing, auth, and signed download URLs; R2 for asset storage (no egress fees, which is the decisive cost factor for a download-heavy product); D1 for asset metadata, brand configuration, users, and the download log; KV for session and configuration caching; Pages for the per-brand front ends and internal admin.

Results: 5,852 downloads by 381 unique users, one branded portal per brand, and download analytics that answered questions the previous email-and-shared-drive process could not — which brands and SKUs partners actually request, which accounts are active, and which assets are unused. The reporting was not in the original brief and became the most-requested feature. The pattern was later productised as Trade Pourtal (https://tradepourtal.com).

## What colleagues say

- Jessica Kogan, CEO of HSP Brands, who managed Robbie directly: "I worked with Robbie to grow the VWE direct-to-consumer division where he played the lead technical role in helping us achieve record growth from $25M to $110M in less than 3 years... Robbie is a dream technical leader and partner in driving efficiency and growth with your tech stack."
- Terry Wheatley, Founder and Managing Partner of Connect the Dots: "Robbie's dedication, expertise, and exceptional performance led to his well-deserved promotions from Web Content Manager to Senior Web Developer and Director of Web Development and Programming."
- Joe Gregg, Finance and IT Leader: "Someone who effortlessly bridged the gap between business requirements and technical implementation... he brought professionalism, grace and humor to every interaction."
- Melissa Meyer, Brand Marketing & Ecommerce Professional: "He was always dependable, and was very good at understanding what we wanted the end result to look like to the user, and he would execute that in a timely manner."

## Contact

- Email: hello@robbietorres.info
- Website: https://robbietorres.info
- Services: https://robbietorres.info/services/
- LinkedIn: https://linkedin.com/in/robbietorres
- Location: Oakland, CA

## Pages

- https://robbietorres.info/ — Résumé, experience, skills, selected projects, contact
- https://robbietorres.info/services/ — Digital services, recent work, testimonials, common questions, contact
- https://robbietorres.info/work/dam-platform/ — Case study: replacing a $30K digital asset manager with $600 of Cloudflare