Russell Moore
I've spent twenty years leading engineering organizations that build and operate at enterprise scale — from architecting AT&T's $2B+ commerce platform to co-founding Spark::red and scaling it to $13M ARR. I led that business through acquisition by Pivotree, then ran the combined $30M division as SVP through IPO preparation. Along the way, I've managed 200+ engineers across three continents, navigated M&A integration, and learned that the best technical leaders don't stop building. The projects below are how I keep that edge sharp.
20+
Years Experience
$2B+
Platform Scale
$13M
ARR Built & Acquired
200+
Global Team
Projects
What I'm building
Mercora
LiveAI-powered outdoor gear e-commerce platform with a 17-tool MCP server for agentic commerce, semantic product search, anti-hallucination guardrails, and a MACH-compliant data model — running entirely on Cloudflare's edge infrastructure.
RecompAI
In DevelopmentAI-powered body recomposition coaching platform with multi-agent architecture, multi-modal meal tracking, compound knowledge base, and custom tool-calling guardrails — built entirely on Cloudflare Workers.
The Invest Collective
Trading group platform with member management, research library with PDF uploads, market tracking tools, and analytics dashboards — secured with Cloudflare Zero Trust.
Oversea Casing
Shopify theme customization for a sausage casing e-commerce store — collection grouping by casing type, product card alignment, and per-unit pricing display.
Akeneo Cloudflare Connector
Reference implementation bridging Akeneo PIM with Cloudflare's edge infrastructure — global catalog caching with sub-20-second refresh for 1,200+ products.
justblackmagic.com
Professional consulting website built on Astro 5 and Cloudflare Workers with MDX blog, D1 database, contact form with Turnstile bot protection, and Zero Trust admin.
Quintessential Concierge
Email-driven contact form service for a concierge business — Cloudflare Workers API with Resend email delivery and styled HTML templates.
Career
Where I've made impact
AT&T
1997 - 2008Chief Architect, E-Commerce
Directed technical strategy for AT&T Wireless's digital commerce platform, scaling it from a marketing site to a full transactional system generating $2B+ annually and serving 13M+ customers across B2C, B2B, and customer care channels. Led architecture through the Cingular acquisition and AT&T Mobility rebrand, managing critical platform stability during high-stakes launches including the original iPhone release. Established security architecture and governance for PCI and SOX compliance across multiple business units.
Spark::red
2007 - 2018Co-Founder and CEO
Founded and scaled a premier managed services provider from startup to $13M ARR with 30% YoY growth, achieving successful acquisition by Pivotree. Led service delivery for Fortune 500 brands including Burberry, Restoration Hardware, and Michael Kors, managing mission-critical e-commerce infrastructure generating $500M+ annually. Built a high-performance team of 30+ engineers and architects, established strategic partnerships with Cloudflare, New Relic, and Oracle, and earned the 2016 New Relic Platform Partner Award for innovation.
Pivotree
2018 - 2019SVP, Managed Services
Led the $30M managed services division with 200+ global staff through post-acquisition integration and IPO preparation. Drove operational transformation achieving $1M+ annual cost reduction while maintaining 90%+ client retention across Fortune 500 accounts. Led complete integration of the Spark::red acquisition, unifying technology stacks, operational processes, and company cultures while retaining 100% of key talent. Positioned the division for successful IPO through operational standardization, financial controls, and governance frameworks — Pivotree went public at ~C$201M market valuation.
Black Magic Consulting
2021 - PresentManaging Director
Strategic technology advisory firm partnering with growth-stage companies and enterprises on digital transformation. Led a complete digital transformation for a specialty manufacturer including B2B commerce platform development, brand strategy, creative execution, 3PL selection, and fulfillment integration. Executed a strategic turnaround for RBM Software, stabilizing operations and protecting enterprise client relationships. Developed AI/ML optimization strategies for e-commerce retailers, projecting 15-20% reduction in fulfillment costs.
Writing
Thoughts on building
MCP as an Integration Pattern: What I Learned Building Mercora
Practical lessons from implementing Model Context Protocol in a production e-commerce platform.
The Real Cost of LLM Tool Calling
What I learned building guardrails around tool-calling models that narrate instead of act, log data on hypothetical questions, and get stuck in infinite loops.
Five Models, Five Jobs: Multi-Model Orchestration on Cloudflare Workers
Why a single model can't do everything well, and how I route across five different models based on task requirements in a production AI application.