# Robbie Torres

> Twelve years owning the web platform for multi-brand wine portfolios: the sites, the systems behind them, the reporting, and the team that ships it. Based in Oakland, California.

Last updated: 2026-09-02

## Quick facts

- Name: Robbie Torres
- Focus: E-commerce platforms and web systems
- 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 builds and operates e-commerce platforms and web systems, based in Oakland, California. His scope has consistently spanned platform development, e-commerce operations, people management, and analytics and reporting. He uses AI coding tools daily as part of how he builds and ships.

## Experience

### Manager of Web Systems and Development, Adair Family Wines (2024 to 2026)

Owned web technology, e-commerce platforms, analytics, and digital infrastructure across a six-brand portfolio. Built a custom digital asset management platform on Cloudflare Workers, replacing commercial systems quoted above $30K per year with a build running around $600 per year. Built a multi-property site health dashboard surfacing performance and technical SEO issues that had no prior visibility. One of four leads on a $20M platform migration, and built the only internal decision matrix, cost comparison, and testing gap tracker. Stood up unified GA4 with cross-domain attribution plus Looker Studio dashboards used by marketing leadership. Primary technical escalation contact for four external vendors.

### Director of Web Development and Programming, Vintage Wine Estates (2013 to 2024)

Progressed from Web Content Manager to Senior Web Developer to Director. Directed technical operations across roughly 30 e-commerce websites in an 11-brand portfolio, managing a team of two frontend developers plus contractors, including hiring, performance management, and career development. Reduced page load times by up to 80 percent. Built a custom wine club checkout workflow on CORESense with co-written APIs, producing a 300 percent year-over-year revenue increase within 24 hours of launch. Ran A/B testing and CRO programs using Optimizely and VWO. Established Asana as the company-wide project management tool. Led Salsify PIM onboarding and MikMak analytics rollout. Led the technical wind-down and migration following VWE's Chapter 11 proceedings.

### Web Producer, Spirit Clips, Hallmark Labs (2012 to 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.

## Selected projects

Software Robbie has built and operates. All live.

- 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 and 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.

## Skills

- Platform and commerce: WineDirect, Commerce7, CORESense, Shopify, WordPress and WP Engine, platform migrations
- Build: JavaScript, React, HTML/CSS, PHP, SQL, Cloudflare Workers, Pages, D1 and R2, REST and OAuth 2.0 integrations, Git and GitHub Actions
- Measurement: GA4, GTM, Looker Studio, technical SEO, A/B testing and CRO
- Operating: People management, vendor management, cross-functional program coordination, Asana, Jira

## 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 and Development: website redesigns, new builds, landing pages, hosting, maintenance, accessibility
- Search and Visibility: SEO strategy, keyword optimization, Google Business Profile, Google Ads, local SEO, technical SEO
- Email and Conversion: email marketing, A/B testing, conversion optimization, lead capture
- Analytics and Reporting: Google Analytics 4 setup, Looker Studio dashboards, performance tracking, conversion tracking
- Strategy and 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, including 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 and 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/ Experience, selected projects, skills, 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