# Alex McRoberts (@alex.mcroberts.me)

Profile: https://sifa.id/p/alex.mcroberts.me
Headline: Director, AI Engineering and Head of Accessibility at Hootsuite

## About

I collaborate with Product, Development, and Design leaders and their teams to create customer-focused products that deliver exceptional value.

Almost 20 years of experience across various industries, I have successfully led large teams through the entire product development lifecycle—from launching new products to scaling operations and maintaining or rebuilding legacy platforms.

I am passionate about approaching challenges from the user’s perspective, emphasizing the importance of Product, Design, and User Experience. By regularly engaging with internal support, sales, and marketing teams, I ensure we deliver effective solutions that truly meet customer needs.

## Career

- **Director, AI Engineering at Hootsuite** (Sep 2025 - Present)
  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 at Hootsuite** (Oct 2023 - Nov 2025)
  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 at Hootsuite** (Feb 2021 - Oct 2023)
  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 at Hootsuite** (Jan 2019 - Feb 2021)
  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 at Damon Motorcycles** (Nov 2017 - Dec 2018)
  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 at Intel Corporation** (Aug 2016 - Nov 2017)
  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 at Intel Corporation** (Jun 2015 - Aug 2016)
  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 at Recon Instruments** (Dec 2011 - Jun 2015)
  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 at University of Ulster** (Oct 2009 - Jun 2011)
  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 at University of Ulster** (Aug 2009 - Oct 2009)
  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 at Autonomy** (Jun 2007 - Jun 2008)
  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

### Technical
- Android Studio
- Java
- JavaScript
- Mobile Applications
- MongoDB
- MySQL
- Software Development
- Web Accessibility
- Web Content Accessibility Guidelines (WCAG)
- Web Development
### Business
- Engineering Management
- Product Development
- Team Management
### Other
- Android
- Ecosystem Management
- Hootsuite Amplify
- Ideas Development
- Independent Contributor
- Mobile Devices
- New Product Ideas
- Reliability
- Research and Development (R&D)
- Sales Engineering
- W3C Accessibility

## Projects

- **Engage** — http://engage.reconinstruments.com (Mar 2011 - Dec 2017)
  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

- On Taste, Effort & Curiosity — alexmcroberts.leaflet.pub (May 2026) https://alexmcroberts.leaflet.pub/3mmzzgrkhi22j
- A website powered by Cloudflare Workers and Google Sheets — alexmcroberts.leaflet.pub (Dec 2025) https://alexmcroberts.leaflet.pub/3ma5kuezmb22a
- Migrating self-hosted PDS from one domain to another — alexmcroberts.leaflet.pub (Dec 2025) https://alexmcroberts.leaflet.pub/3m7236ql3as2u
- Towards Standardized User and Application Interfaces for the Brain Computer Interface — Springer (Jul 2011) http://link.springer.com/content/pdf/10.1007%2F978-3-642-21663-3_62.pdf
- Contrasting Levels of Accuracy in Command Interaction Sequences for a Domestic Brain-Computer Interface Using SSVEP — IEEE CIBEC (Dec 2010) http://ieeexplore.ieee.org/xpl/login.jsp?tp=&arnumber=5716040&url=http%3A%2F%2Fieeexplore.ieee.org%2Fxpls%2Fabs_all.jsp%3Farnumber%3D5716040
- Scoping the Potential for Anytime-Anywhere Support Through Virtual Mentors — Higher Education Academy - ICS Annual Conference (Aug 2010) http://journals.heacademy.ac.uk/doi/abs/10.11120/ital.2010.09020010

## Credentials

- Leading Through Financial Excellence — MIT Sloan School of Management (Jun 2022)

## Education

- **MIT Sloan School of Management** (2022)
- **Sauder School of Business** (2016)
- **University of Ulster** — Bachelor’s Degree (2005 - 2009)
  Awarded Consilium Prize, Best Software Engineering Project. Diploma in Industrial Studies
  Activities & Societies: Intervarsity Hockey Team, Irish Universities Hockey Team
- **Sullivan Upper School** (1998 - 2005)
  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

### Volunteering
- Field Hockey BC (Nov 2013 - Present)
  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.

## Languages

- English (native)

## Links

- linkedin: https://www.linkedin.com/in/alexmcroberts
- bsky: https://bsky.app/profile/alex.mcroberts.me