Craig Pestell

I build internal tools that spread on their own.

At Apple, I was the sole frontend architect of a data-pipeline platform that 60+ hardware engineers and factory-floor operators now depend on. Earlier: Google, Williams Sonoma, and Macy's.

Available now for staff/principal IC roles (FTE), contract engagements or consulting. Based in Vancouver; open to relocating to California for the right role.

Pipeline setup timeApple, hardware test data platform

Beforeup to 1 hourAfterabout 30 seconds

Product discovery page loadMacys.com

Before27 secondsAfter7 seconds

60+production users at Apple, reached with no top-down rollout.

Work

Five roles since 2015, most recent first. Each one says what I owned and what changed because of it.

Apple Inc.

Senior Full Stack Engineer (Contract)

Sept 2024 to Sept 2026

Hardware test data platform

Rejoined Apple by request. Sole frontend architect of an internal data-pipeline platform built from an empty repository, with ownership extending into the API gateway and the Kubernetes-scheduled sequencer service.

  • Reached 60+ users across Cupertino hardware engineering and factory-floor operations with no top-down rollout.
  • Replaced deep folder navigation and ad-hoc parsing scripts with a guided retrieval workflow over datasets typically 1 to 4 TB, peaking near 20 TB.
  • Cut pipeline setup from up to an hour to about 30 seconds for simple cases, with guided parameter selection that surfaces only valid options from thousands of values.
  • Built a Storybook-driven documentation pipeline that keeps end-user documentation aligned with the shipped UI.

TypeScript, Next.js, React, Tailwind, Storybook, Playwright, Python, Flask, OIDC, S3, Kubernetes

Series B Healthcare AI Startup

Senior Full Stack Developer

Jul 2023 to May 2024

LLM product for patient medical records

Led product and platform work for a VC-backed startup whose LLM-powered product read patient medical records and scored its confidence in each answer.

  • Set up much of the Azure cloud infrastructure and the deployment pipelines.
  • Built the web dashboard for subscription management and a Chrome extension for website integration.
  • Set up Auth0 OAuth with granular roles and permissions across the platform.

TypeScript, Next.js, NestJS, Python, Azure, Auth0

Google Inc.

Senior UI Developer (Contract)

Feb 2022 to Oct 2023

Silicon design collaboration platform

Designed and prototyped Fuse Manager, a version control system for silicon chip design specifications.

  • Proof-of-concepts and wireframes guided the architecture of a platform for collaboration across 20+ hardware engineering teams.
  • Took the prototypes to a production application on Angular and Google's internal toolchain.

Angular, TypeScript, Python, RxJS

Williams Sonoma

Senior UI Developer

Oct 2020 to Dec 2021

Component library and micro-frontend migration

Architected a context-agnostic component library for Pottery Barn, West Elm, and Mark and Graham. Components adapt to each brand's design language through CSS variables while behaving the same everywhere.

  • Led the move from a monolithic e-commerce platform to a micro-frontend ecosystem.
  • Made orientation, initial state and interaction patterns configurable while preserving accessibility and performance standards.

Vue.js, Node.js, TailwindCSS, SASS, Jest

Macy's

Senior UI Developer

Feb 2015 to Apr 2020

Macys.com micro-frontend architecture

Co-architected the Macys.com micro-frontend architecture with another engineer, letting teams build components in their framework of choice and release on their own schedules.

  • Built the tooling that drove voluntary adoption across about 8 teams.
  • Led the performance work that cut product discovery page load from 27 seconds to 7.

React, Redux, GraphQL, Node.js, Java, Webpack, SASS

Product

A WordPress plugin I designed, built and published.

Variation Converter for WooCommerce

Many WooCommerce stores list every color or size as a separate product. Variation Converter finds those and merges each set into one product with options. Nothing is deleted, and every change can be undone.

  • Groups candidates automatically by SKU family and shared name prefix, and flags price, category or label mismatches for review
  • Carries over each variant's SKU, prices, sale dates, stock, weight, dimensions and image
  • All-or-nothing saves: a failed conversion removes its partial product and leaves the catalog untouched
  • Splits a variable product back into simple products
  • Published on wordpress.org

PHP, WordPress, WooCommerce, JavaScript, WP-CLI

View on wordpress.orgSource on GitHub

Variation Converter for WooCommerce admin screen

Earlier

Contract and consulting work going back to 1998.

  • 2014 to 2015AutodeskUI DeveloperDeveloped features for customer subscription portal enabling Autodesk's transition to Software-as-a-Service model
  • 2012 to 2014Google Inc.Software Engineer (Contract)Developed and maintained Google Unified Ticketing System (GUTS), a high-performance internal application serving over 10,000 requests per second
  • 2009Hayes Bicycle GroupWeb DeveloperDeveloped comprehensive website featuring product catalog, blog posts, and hierarchical page structure for bicycle component manufacturer
  • 2008 to 2016Race Face Performance ProductsWeb DeveloperDeveloped and maintained comprehensive web ecosystem for mountain bike component manufacturer including public catalogs and distributor portals
  • 2006 to 2013TIC / The CooperatorsWeb DeveloperDeveloped multiple web applications and services for domestic and international travel insurance operations
  • 2008 to 2010iWasteNot SystemsWeb DeveloperDeveloped web and mobile software solutions to assist businesses in waste reduction and environmental sustainability
  • 2005 to 2006Engine DigitalSoftware Consultant / DeveloperProvided consulting and development services for digital marketing consultancy, extending their technical capabilities
  • 2002 to 2004Core Solutions SoftwareSoftware Consultant / DeveloperDesigned and developed custom software solutions for customers across various industries including education administration
  • 2000 to 2002UV MediaSoftware DeveloperDesigned and developed wide range of web-based software solutions using PHP and MySQL for diverse corporate clients
  • 2000Canada ReconnectSoftware Consultant / DeveloperDesigned custom software solution that streamlined telephone service reseller's customer files, accounting, and call center operations
  • 1998 to 2000Ucora CorporationSoftware DeveloperParticipated in design and development of medium-sized database applications for large corporate clients including AXA, BC Rail, and BC Supreme Courts

Stack

What I build with, from the browser to the cluster.

Frontend
React, Next.js, Vue.js, Angular, TailwindCSS, SASS/SCSS, Redux
Backend
Node.js, PostgreSQL, MongoDB, Express.js, NestJS, Flask, GraphQL
Languages
TypeScript, JavaScript, Python, Java
Platforms and tools
Storybook, Playwright, Webpack, Git, Linux, AWS, Azure, Google Cloud, Docker, Kubernetes, AI-Assisted Development (Claude, Copilot), Auth0
Education
Diploma in Computer Systems Technology, British Columbia Institute of Technology, 2006Programming Concepts and Methodologies (coursework), British Columbia Institute of Technology, 1999

Building something people need to rely on?

That's the work I do best. Send me the details. Based in Vancouver, BC, Canada. Working Pacific hours, open to remote.

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