I'm a Principal Software Engineer and Consultant with 14 years of experience spanning software engineering, web development, and technical writing.
I began my career at Burberry and have since worked across industries and business stages: from
startups building MVPs to established retailers like Dunelm, the UK’s leading homewares
brand.
Most recently, I led the design and delivery of technology solutions in two domains at
Selfridges, the only department store to win Best in the World four times.
With hands-on expertise and strategic insight, I now help business owners take full control of their tech strategy, bridging the gap between business goals and robust, scalable technology.
I work hands-on on a select number of projects, specialising in cloud development with AWS, JavaScript/TypeScript, Node.js and React. I also build mobile apps using React Native. When needed, I draw on my trusted network of developers, designers, QA engineers, and other professionals to deliver fully end-to-end solutions tailored to each business.
I work with founders to identify the best tech tools and develop an effective implementation strategy that aligns with their business goals. I also review existing tech setup and codebases, and provide clear, actionable recommendations to improve performance, scalability, and overall effectiveness.
Building software is complex, but I can take the stress out of managing tech projects by handling day-to-day coordination and communication with developers and contractors. With deep technical expertise, I ask the right questions, provide informed feedback, and ensure projects stay on track and deliver real value.
I can support founders in hiring both tech contractors and permanent team members, helping them identify the right roles to recruit for based on business needs. I get hands-on in the technical interview process and offer practical guidance on how to work effectively with contractors and in-house development teams.
In my role as Principal, I led the technical design, development, and delivery planning of Selfridges’ renewed loyalty programme, Unlocked, which was then launched in February 2025 with over 1.3 million active members. The platform was successfully rolled out across Selfridges’ website, mobile app, in-store systems and hospitality venues, delivering a seamless omnichannel experience.
Starting from 2018, Dunelm undewent a very successful digital transformation, migrating its e-commerce website, backend systems and frontends to AWS. As a Backend Engineer, I led the engineering efforts to develop, launch and support a new stock management service. During this time, Dunelm registered annual revenues of over £1.3 billion, with over 170 stores and a strong online presence, and has continued to grow since.
This is a great example of a project where I was brought in as a technical advisor rather than a hands-on contributor. For this ambitious mobile app build, set to launch in 2025, I reviewed the codebase, assessed the technical implementation, and provided actionable recommendations to support a successful launch. Short-term advisory support like this is ideal for new founders, or founders who implement the tech themselves and want expert guidance without long-term commitment.
If you'd like more information about how I can support your business, please book a 30-minutes discovery call.
The discovery call is completely free and without any commitment. The purpose of the call is to meet and understand if my services would be a good fit for your business.
To book, click the button below or email chiara@confidently.tech
Book a free discovery call ↗️