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Troy Rhinehart

Principal Software Engineer

Principal Software Engineer with 15+ years of experience in web application architecture and developer experience, including 3+ years integrating AI. Leads agentic engineering practices at Attentive and builds the internal tooling behind them. Spent 13 years at GoDaddy shipping AI platforms and site-building products for entrepreneurs while mentoring engineers and setting company-wide technical standards.

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Experience

  1. Principal Software Engineer · Attentive

    Dec 2025 – Present · Remote (US)

    • Co-designed and built the agentic orchestration platform every Attentive engineer uses, anchoring the org's developer experience and agentic engineering practice.
    • Redesigned Attentive's Tag, the browser event and metadata capture layer, as a fully schematized plugin architecture that AI can generate and manage.
    • Launched the company Tech Radar and helped standardize RFC/RFD processes, Engineering Principles, and the agentic observability and agent testing framework.
    • Eliminated flaky front-end tests and tuned CI infrastructure: success rates rose from 70% to over 90% and pipeline times fell up to 80%.

  2. Software Engineer → Principal Software Engineer · GoDaddy

    Dec 2012 – Dec 2025 · Tempe, AZ

    • Architected and delivered GoDaddy's AI platform: 11 providers, 80 models, one integration point for every product team.
    • Built the WYSIWYG editor, publishing workflow, and widget and theme architecture behind Websites + Marketing, GoDaddy's site builder powering millions of customer sites.
    • Led research, development, and technical direction for teams across the organization.
    • Mentored junior engineers through code reviews and knowledge-sharing sessions.
    • Shaped technology standards through the Principal Engineer Committee, its Steering Committee, the Tech Radar Techniques Committee, and guilds on React, Node, Micro Frontends, and Security.

    Senior Software Engineer 2012–2017 · Principal Software Engineer 2017–2025 (L6 from 2021).

  3. Junior Software Engineer · Village Voice Media

    Nov 2010 – Dec 2012 · Phoenix, AZ

    • Built a single sign-on service that authenticated users across 13 regional websites.
    • Shipped front-end and back-end features across the full development lifecycle.

Skills

Education

Awards