Alex McRoberts
Director, AI Engineering and Head of Accessibility at Hootsuite
Director, AI Engineering at Hootsuite
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Career: 11
Director, AI Engineering
Hootsuite
Sep 2025 - Present
Director, AI Engineering
Hootsuite
Responsible for driving development of AI rollout across the Hootsuite products, and improving the internal Developer Experience by introducing AI tooling to assist with writing code, and automating tasks with agents.
Director, Software Development
Hootsuite
Oct 2023 - Nov 2025
Director, Software Development
Hootsuite
As the Director of Software Development, I lead critical initiatives aimed at enhancing our software development capabilities, our ability to integrate with 3rd Party Platforms, and Developer Experience. * Public API and App Directory Strategy: I spearheaded our Public API strategy and efforts to elevate app quality by implementing rigorous reviews of app descriptions and screenshots. Additionally, I introduced our first new integration type in over 5 years—Planner Apps—and led a full rebuild of the Developer Portal, enhancing user experience for both developers and Hootsuite employees. * Accessibility Initiative: I maintain our partnership with Level Access, ensuring continuous progress on our accessibility goals. * GlobalLogic Collaboration: I've overseen the growth of hires from the initial cohort, strengthening our development capacity across multiple teams across the org. * App Directory Reconstruction: My teams rebuilt the App Directory from the ground up, migrating from Scala to Go and revamping the frontend using modern React. * Mentorship: I mentor a Technical Strategy Group to improve the Developer Experience across all teams, with an initial focus on enhancing documentation. By driving these initiatives, I aim to foster a culture of quality, collaboration, and innovation within our development teams.
Senior Software Development Manager & Accessibility Initiatives
Hootsuite
Feb 2021 - Oct 2023
Senior Software Development Manager & Accessibility Initiatives
Hootsuite
As a Senior Manager, I lead multidisciplinary teams in developing the next generation of our App Directory, enhancing customer integrations for our platform. I managed international teams in Vancouver, BC, and Rome, Italy, modernizing an Employee Advocacy tool. I also oversee an organization-wide accessibility uplift initiative involving 100+ developers, focused on achieving WCAG 2.1 AA compliance across platforms. In 2023, we successfully completed VPAT assessments, resolving 95+% of issues noted by a third-party vendor, ensuring accessibility for all Hootsuite customers. I built strong partnerships with Level Access and GlobalLogic to support our initiatives. By establishing a clear vision and actionable plans, my teams have fostered collaboration, coordinating strategies across multiple portfolios and time zones to deliver impactful results for our Tier 1 customers.
Software Development Manager
Hootsuite
Jan 2019 - Feb 2021
Software Development Manager
Hootsuite
Grew and led a team from 4 working on Employee Advocacy to a portfolio of 16 developers across two teams. Projects I led teams through included migrating from EC2 to a fully hosted Kubernetes solution, migrating to a hosted MongoDB solution, migrating from Python 2 to Python 3, a full rewrite of the Web UI, and a migration from a hybrid mobile app to the native Hootsuite mobile apps.
Head of Cloud Architecture
Damon Motorcycles
Nov 2017 - Dec 2018
Head of Cloud Architecture
Damon Motorcycles
Working in a lead engineer capacity across a multidisciplinary team of hardware, software and mechanical engineers, leading Research & Development into automotive safety with sensors, machine learning and cloud connectivity.
Headworn Apps Lead Engineer
Intel Corporation
Aug 2016 - Nov 2017
Headworn Apps Lead Engineer
Intel Corporation
As the Headworn Apps Lead Engineer, I lead a team that worked closely with customers and partners to deploy Intel Head Worn solutions in their enterprise environments. This involved understanding requirements, problem solving, bug fixing, and developing solutions for the head worn devices suited to the individual needs of the enterprise, working closely in conjunction with Business Development teams. I often travelled to sites to help understand how we could best deploy a solution for the customer. Daily tasks involved working on apps with Wi-Fi, Bluetooth, and sensor data from Internet of Things (IoT) devices via Bluetooth Low Energy (BLE). Other apps include custom User Interface and User Experience, and interacting with REST APIs.
Software Engineer
Intel Corporation
Jun 2015 - Aug 2016
Software Engineer
Intel Corporation
As the lead of the web team, our focus was on rebuilding and growing the web backend that powered data synchronization and software updates to the Recon Snow2 and Jet wearable Heads Up Displays. I lead the refactor of the PHP backend using a MySQL database, driven on the front end powered by JavaScript libraries including Backbone.js, Underscore.js, RequireJS and jQuery. I architected APIs which controlled software updates, data uploading and processing, and an OAuth 2.0 based login process for desktop software which used those APIs. I also lead the refactoring of a Java Spring backend tied to a Postgres Database with PostGIS, which involved processing thousands of records of the recorded GPS data from the HUD, to return meta data such as Ski Trail names, min, max, average stats about a user's day, and to summarize data to make it presentable on the front end. As part of the Java refactor, I built a RabbitMQ / AWS S3 based queueing system to allow processing tasks to become asynchronous. This allowed APIs consumed by Mobile Apps to close radio connections faster, allowing significant battery savings on Mobile Devices. I introduced a novel battery saving technique by building an asynchronous Push Notification System that allowed Mobile Devices to rely on Push Notifications to power the API driven data lifecycle within the mobile apps - user coming online, going offline and uploading data.
Senior Software Engineer - Web Platform
Recon Instruments
Dec 2011 - Jun 2015
Senior Software Engineer - Web Platform
Recon Instruments
Our focus was on rebuilding and growing the web backend that powered data synchronization and software updates to the Recon Snow2 and Jet wearable Heads Up Displays. Working with the team I helped refactor the PHP backend using a MySQL database, driven on the front end powered by JavaScript libraries including Backbone.js, Underscore.js, RequireJS and jQuery. I architected APIs which controlled software updates, data uploading and processing, and an OAuth 2.0 based login process for desktop software which used those APIs. I also refactored a Java Spring backend tied to a Postgres Database with PostGIS, which involved processing thousands of records of the recorded GPS data from the HUD, to return meta data such as Ski Trail names, min, max, average stats about a user's day, and to summarize data to make it presentable on the front end. As part of the Java refactor, I helped build a RabbitMQ / AWS S3 based queueing system to allow processing tasks to become asynchronous. This allowed APIs consumed by Mobile Apps to close radio connections faster, allowing significant battery savings on Mobile Devices. I introduced other battery saving techniques by building an asynchronous Push Notification System that allowed Mobile Devices to rely on Push Notifications to the API lifecycle within the mobile apps.
Research Associate - The BRAIN Project
University of Ulster
Oct 2009 - Jun 2011
Research Associate - The BRAIN Project
University of Ulster
The Brain Computer Interface program focused on developing BCIs with Rapid Automated Interfaces for Nonexperts (BRAIN) which aimed to develop Brain-Computer Interfaces (BCIs) into practical assistive and ICT tools to enhance inclusion for a range of different disabled users. Under the guidance of Dr. Paul McCullagh and Dr. Gaye Lightbody, I developed software including a novel BCI digital drawing tool in the style of an Etch-a-Sketch. As a user interacted with an BCI SSVEP system using 4 lights that flickered at different frequencies the system could detect which way the line should be drawn, enabling a user who had no motor functionality in their arms to draw on their computer. I worked remotely with colleagues based in Spain and the Czech Republic. We developed a Zigbee based Smart Home system where we could reliably control a Smart Home using a BCI system. This would allow a user to turn lights on and off, open and close doors, and turn electronic devices - such as a home radio off and on. Written in Java - using the OSGi framework with UPnP technologies I was able to demonstrate control of a Digital Media Player with functionality such as skipping songs, selecting and playing videos and changing volume from a client's machine over an Xbox running on a local network. Other tasks including running BCI testing sessions with clients from the Cedar Foundation alongside Dr. Melanie Ware and Dr. Suzanne Martin. This involved working with a trained BCI Technician who would adminster the BCI electrodes to a client, before we ran our tests which involved evoking an SSVEP from a client - getting them to focus on a light source for a short period of time. This work lead to two published papers - including one printed in the HCI International Journal in 2011.
Research Associate - Virtual Mentor Project
University of Ulster
Aug 2009 - Oct 2009
Research Associate - Virtual Mentor Project
University of Ulster
I worked on several projects under several several professors. The Virtual Mentor project under Dr. Juan Carlos and Dr. Paul McCullagh. The purpose of the project was to demonstrate how a Virtual Mentor chat bot could provide support to new students in a campus environment. By merging an Artificial Intelligence based chat bot with a speaking Avatar the hope was that the animated character on screen could provide more relevant help to a student, compared to trawling through a website in a traditional manner of searching and clicking. By building a database of question / answer pairs, we could demonstrate the ability of a system to respond in a timely manner using a speech engine, and by displaying text on screen. A brief demonstration of the system showed that such a system could provide feedback to a student in a more friendly manner, allowing them to feel more informed, and reassured about the information the received. Scoping the Potential for Anytime-Anywhere Support Through Virtual Mentors - Juan Carlos Augusto, Paul McCullagh, and Alex McRoberts. 11th Higher Education Academy - ICS Annual Conference, Durham University, 24th August - 26th August 2010. Read More: http://journals.heacademy.ac.uk/doi/abs/10.11120/ital.2010.09020010
Associate Sales Software Engineer
Autonomy
Jun 2007 - Jun 2008
Associate Sales Software Engineer
Autonomy
Working under the guidance of the Meridio Chief Architect in the R&D department of Meridio - an eDRM product, I was tasked with prototyping software for proof of concept demonstrations that lead to the integration of a new Search Engine into the Meridio eDRM system. During the final 6 months of my internship my role pivoted from R&D to Sales Engineering. Working with a mixed team of Developers and Sales Managers to produce demonstrable prototypes of features which where specifically tailored to clients needs. This work allowed me to develop great communication skills, and the ability to meet tight deadlines in an environment of constantly changing requirements.
Skills: 24
Technical
Business
Other
Projects: 1
Engage
engage.reconinstruments.com
Mar 2011 - Dec 2017
Engage
engage.reconinstruments.com
Data visualization and social network supporting user activities with Recon hardware. You can view your historical ski trip data. Work includes building APIs, implementing OAuth2, supporting mobile clients.
Publications: 6
Other publications
Scoping the Potential for Anytime-Anywhere Support Through Virtual Mentors
Higher Education Academy - ICS Annual Conference
Credentials: 1
Leading Through Financial Excellence
MIT Sloan School of Management
Education: 4
MIT Sloan School of Management
Education
Sauder School of Business
Education
University of Ulster
Bachelor’s Degree
2005 - 2009
University of Ulster
Bachelor’s Degree
Awarded Consilium Prize, Best Software Engineering Project. Diploma in Industrial Studies
Activities / Societies: Intervarsity Hockey Team, Irish Universities Hockey Team
Sullivan Upper School
Education
1998 - 2005
Sullivan Upper School
Education
3 'A' Levels: Computing (A) Economics (B) Physical Education (B) 11 'GCSE' including English and Mathematics: 1 A*, 3 A, 3 B, 3 C, 1 D
Activities / Societies: Hockey Team
Involvement: 1
Volunteering
Field Hockey BC
Regional & Provincial Field Hockey Coach
Nov 2013 - Present
Field Hockey BC
Regional & Provincial Field Hockey Coach
Working with U13 to U18 girls and U15 to U18 boys; I have been involved with the Regional and Provincial Programs at Field Hockey BC since November 2013. The work includes running High Performance Programs for these Athletes including skill and fitness sessions in the build up to Regional Tournaments and Provincial Tournaments where the athletes are further evaluated for national team squad selection.