Hi, I'm Mitchell Reiff

Salesforce Commerce Cloud · Development, Quality & Delivery

Five years building and supporting enterprise Salesforce Commerce Cloud storefronts. I ship production SFRA code, own regression and release quality across multiple markets, optimize CI/CD pipelines, and lead mission-critical OMS, payment, and delivery integrations.

A photo of Mitchell Reiff

About Me

Personal Info

  • Mitchell Reiff
  • +1 914 417 0000
  • me@mreiff.dev
  • www.mreiff.dev
  • Bayonne, NJ

Hello There!

Hello, welcome to my website! My name is Mitchell and I am a Computer Engineer and Web Developer based in Bayonne, NJ.

I currently work as a Technical Development & Quality Analyst at Build-A-Bear Workshop, shipping production SFRA features, leading end-to-end regression and release engineering, and managing key integrations across OMS, payments, and delivery vendors.

With a strong background in computer engineering from Stevens Institute of Technology, I bring an analytical and systems-level approach to building scalable e-commerce solutions, optimizing build and deployment automation, and ensuring high-reliability customer experiences.

Work Experience

Technical Development & Quality Analyst

Jun 2023 - Present

Build-A-Bear Workshop · St. Louis, MO (Remote)

  • Ship production SFRA development across cart, checkout, and PDP, including JSON-LD product and store schema for AI and local search, strikethrough pricing for promotions and gift packaging, per-item gifting options, and emoji sanitization before OMS handoff.
  • Cut Bitbucket build and deploy pipeline runtime from ~19 minutes to ~9 minutes (a 53% reduction / 2.1× speedup) by architecting an infrastructure caching solution on existing pipelines.
  • Took formal ownership of regression testing for US and UK storefronts; redesigned a monolithic script into modular, release-scoped test suites, cutting testing time and enabling a seamless transition from weekly to bi-weekly releases while maintaining 99.9% uptime.
  • Serve as the primary point of contact for Deck Commerce (OMS), Uber Direct, Adyen, and Brainstorm, and own the ConnectWise queue to triage and route all web engineering and support requests.
  • Led testing for the Adyen cartridge upgrade to support modern payment methods (Venmo, Afterpay/Clearpay, Apple Pay, Google Pay) and authored automation scripts to reconcile Adyen and Fiserv transaction logs against Sales Audit.
  • Trained web engineering team members and business partners on regression testing, Queue-it event setup, ConnectWise routing, shipping-method rules, and multi-system account provisioning.
  • Stepped up to lead Business Analyst responsibilities following BA departure, keeping ticket intake, backlog prioritization, and vendor follow-through moving alongside active development.

E-Commerce IT Technician

Jul 2021 - May 2023

Conair LLC · Stamford, CT (Hybrid/Remote)

  • Maintained and developed over 10 Salesforce Commerce Cloud storefronts across the brand portfolio, coordinating bug fixes and feature requests with internal teams and third-party partners.
  • Built JavaScript and PowerShell automation scripts for product, price book, and customer XML data imports and exports, eliminating hours of manual processing per request.
  • Developed responsive email marketing blasts with MJML, Email on Acid, and Acoustic from Figma designs for customer lists of over 400,000 subscribers.
  • Served as Technical PM of Customer Service, supported IT laptop deployment (Microsoft Deployment Toolkit, Active Directory, BitLocker via Azure and Intune), and managed networking and POS operations at national trade shows.

Education & Certifications

Bachelor of Engineering (with Honor)

2019 - 2023

Stevens Institute of Technology · Hoboken, NJ

Major: Computer Engineering

  • Dean's List (multiple semesters)
  • Vice President and Founding Member, Stevens Linux Users Group (SLUG)
  • David and GG Farber Societal Impact Award Winner (May 2023) for senior design project Psyche: The Stress Evaluator

Training & Certifications

Continuous Learning

Salesforce & Technical Accreditations

Professional Development

  • Salesforce Trailhead Academy CCD 102: B2C Commerce Developer with SFRA (Class Completion Certificate)
  • Salesforce Trailhead: Advanced modules in SFCC development & merchandising, Page Designer, JavaScript, and Salesforce AI
  • Databricks: Generative AI Fundamentals & AI Agent Fundamentals
  • The Beacon School (High School Diploma, 3.9/4.0 GPA, 2015 – 2019)

Technical Skills & Expertise

Commerce Platforms
SFCC (SFRA) Page Designer Business Manager Demandware Deck Commerce (OMS) Adyen Global-e ShipEngine
Languages & Core Tech
JavaScript (ES6+) Node.js Python Java C++ PHP HTML5 / CSS3 JSON-LD Bash / PowerShell
QA & Reliability
Regression & Smoke Testing Postman API Testing Test Case Design Selenium WebDriver BrowserStack WAVE Accessibility Queue-it Waiting Rooms
DevOps & Delivery
Bitbucket Pipelines (CI/CD) Git & GitHub Jira & Confluence ConnectWise ClickUp MJML Email Express.js & MongoDB
AI, Infrastructure & Systems
Self-Hosted LLMs (DeepSeek, Llama, Qwen, Gemma) Ollama & llama.cpp Docker & Portainer Linux & Unraid PCIe GPU Passthrough Active Directory Vendor & Partner Management Technical Scoping & BA Intake

Featured Projects & Initiatives

Explore key highlights across enterprise e-commerce platforms, CI/CD pipeline automation, AI infrastructure, and full-stack software.

Uber Direct Same-Day Delivery (US & UK)

Build-A-Bear Workshop · 2024 – 2026

Ran initial API research and scoping, then led integration and end-to-end testing with Deck Commerce, Brainstorm, and Uber through the Dallas pilot and nationwide go-live across 250+ retail stores. Delivered 6,115 orders ($52,774) in month one, exceeding the previous vendor's annual volume. Scoped and supported the UK rollout with lat/long addressing and regional delivery instructions.

SFCC SFRA Uber Direct API Deck OMS Postman QA & Release

Bitbucket CI/CD Pipeline Optimization

Build-A-Bear Workshop · 2025

Architected and implemented an infrastructure caching solution for Dev and Prod/Staging build and deployment pipelines in Bitbucket. Reduced pipeline execution runtime from ~19 minutes to ~9 minutes (a 53% reduction / 2.1× speedup), saving ~10 minutes per build and drastically accelerating release cycles and emergency hotfixes.

Bitbucket Pipelines CI/CD Build Caching DevOps

Omnichannel Inventory & Shipping Modernization

Build-A-Bear Workshop · 2024 – 2026

Scoped and tested custom Omnichannel Inventory with Deck Commerce OMS and Brainstorm to leverage real-time store inventory for online orders (BOSFS). Led the UK carrier migration from Royal Mail to DPD (including Northern Ireland compliance), and integrated FedEx API for accurate checkout delivery estimates.

Omnichannel (OCI) Deck OMS FedEx API DPD / ShipEngine

Structured Schema for AI & Local Search

Build-A-Bear Workshop · 2024 – 2025

Engineered robust JSON-LD Product schema across SFRA Product Detail Pages detailing real-time variant pricing, availability, and dynamic Bazaarvoice review ratings. Upgraded store landing pages with ToyStore, Event, and HowTo structured schemas to optimize for next-generation AI query engines and local search.

SFRA JSON-LD AEO & SEO JavaScript Bazaarvoice

Self-Hosted AI & Virtualization Lab

Personal Project · Ongoing

Architected a high-performance Unraid virtualization server with IOMMU group isolation and PCIe GPU passthrough for bare-metal compute performance. Self-hosting state-of-the-art open source LLMs (DeepSeek, Qwen, Llama, Gemma) orchestrated via Docker, Portainer, Ollama, and llama.cpp.

Local LLMs Docker / Portainer Unraid GPU Passthrough

Psyche: The Stress Evaluator

Stevens Senior Design · 2022 – 2023

Winner: David & GG Farber Societal Impact Award

Developed an integrated hardware and software solution using OpenBCI Ultracortex Mark IV EEG hardware to correlate real-time brainwave activity to quantized stress levels for objective identification.

Project Website
OpenBCI (EEG) Java Processing Hardware IoT

Tikit - IT Support Ticketing

Full Stack Web App · 2023

Engineered a comprehensive IT support ticketing web application featuring ticket lifecycle management, user authentication, department assignment routing, and dynamic dashboards.

GitHub Repository
Node.js Express.js MongoDB Handlebars

Pedestrian Crosswalk Safety System

Stevens Institute · 2022

Developed a real-time computer vision program in C++ with the OpenCV library that detects pedestrians inside crosswalks and determines safe timing triggers for traffic signaling.

GitHub Repository
C++ OpenCV Computer Vision

Discord Community Bots & GPT AI

Node.js / Python · 2017 – 2021

Engineered high-scale Discord bots (M8 Bot, Zamasu) deployed across 5,000+ communities with RethinkDB backend, plus custom conversational AI bots leveraging fine-tuned GPT-2 and GPT-3 APIs with contextual history memory.

JavaScript / Node.js Python GPT APIs RethinkDB

Get In Touch

Contact Information

Feel free to reach out to me for any questions or opportunities!

Location

Bayonne, NJ