I'm Sam Toohey, a self-taught developer and Senior Solutions Engineer, with 8+ years in the WordPress and headless CMS ecosystem. I specialise in building technically solid digital solutions while keeping a strong focus on user behavior and client needs. I’ve led headless WordPress product development, driven direct sales for agencies and brands, built demos, and provided post-sales support for large and small agencies and global brands. I bring a Happiness Engineer mindset—deep diagnostic reasoning paired with empathetic, client-centric communication—to every project, and I’m ready for an immediate start. Beyond coding, I apply psychology to understand client needs, advocate for customers, and communicate empathetically with stakeholders. I’m always learning—interested in expanding into new technologies—and I enjoy coffee chats, golf, reading, and supporting my team and family.

Sam Toohey

I'm Sam Toohey, a self-taught developer and Senior Solutions Engineer, with 8+ years in the WordPress and headless CMS ecosystem. I specialise in building technically solid digital solutions while keeping a strong focus on user behavior and client needs. I’ve led headless WordPress product development, driven direct sales for agencies and brands, built demos, and provided post-sales support for large and small agencies and global brands. I bring a Happiness Engineer mindset—deep diagnostic reasoning paired with empathetic, client-centric communication—to every project, and I’m ready for an immediate start. Beyond coding, I apply psychology to understand client needs, advocate for customers, and communicate empathetically with stakeholders. I’m always learning—interested in expanding into new technologies—and I enjoy coffee chats, golf, reading, and supporting my team and family.

Available to hire

I’m Sam Toohey, a self-taught developer and Senior Solutions Engineer, with 8+ years in the WordPress and headless CMS ecosystem. I specialise in building technically solid digital solutions while keeping a strong focus on user behavior and client needs. I’ve led headless WordPress product development, driven direct sales for agencies and brands, built demos, and provided post-sales support for large and small agencies and global brands. I bring a Happiness Engineer mindset—deep diagnostic reasoning paired with empathetic, client-centric communication—to every project, and I’m ready for an immediate start.

Beyond coding, I apply psychology to understand client needs, advocate for customers, and communicate empathetically with stakeholders. I’m always learning—interested in expanding into new technologies—and I enjoy coffee chats, golf, reading, and supporting my team and family.

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Experience Level

Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
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Language

English
Fluent

Work Experience

Senior Solutions Engineer / Happiness Engineer at WP Engine
April 1, 2021 - Present
Lead strategic architecture and needs analysis for complex digital transformation projects and APAC product strategy; perform deep psychological and technical analysis of client needs to author clear, actionable roadmaps. Manage high-level diagnostic troubleshooting to identify root causes of critical system instabilities and ensure long-term scalability. Act as primary customer advocate, translating complex hurdles into understandable language and resolving problems with empathy. Open source contributor to WordPress themes in a collaborative global environment.
Creative Director, Consultant & Developer at Middleshelf Studios & Freelance
June 1, 2017 - June 1, 2025
Full-Cycle Development: Managed end-to-end delivery of tailored technical solutions using WordPress, Supabase and NextJS to build empathetic, well‑researched digital products. Technical Security & Advocacy: Provided security hardening for high-risk clients to protect digital safety while advocating for clients’ online wellbeing. Psychology‑Informed Client Relations: Built long-term trust by deconstructing complex business requirements, deeply understanding user behaviour, and managing expectations through clear, simple communication.
Event Organiser at WordCamp Australia
January 1, 2024 - November 1, 2024
Community Leadership: Co-organised the flagship Sydney WordCamp developer conference, collaborating with volunteers to manage people logistics, badges, and event booth operations.

Education

Bachelor of Social Science (Psychology) at Charles Sturt University
January 11, 2030 - October 1, 2026
Bachelor of Social Science (Psychology) at Charles Sturt University
January 11, 2030 - October 1, 2026

Qualifications

Technical Sales: The Role of the Sales Engineer
January 11, 2030 - May 10, 2026
Shopify Professional Certification
January 11, 2030 - May 10, 2026
Technical Sales: The Role of the Sales Engineer
January 11, 2030 - May 10, 2026
Shopify Professional Certification
January 11, 2030 - May 10, 2026

Industry Experience

Software & Internet, Professional Services, Media & Entertainment, Education