Todd Herrbach: Resume

Core Capabilities

Product & Systems

End-to-end product ownership
User workflow design
Data modeling & schema design
Platform integration architecture
Rapid prototyping & iteration

AI-Native Building

Claude, ChatGPT (2+ years daily)
Claude Code (agentic builds)
Prompt engineering & briefs
AI-native full-stack development

Built Using (AI-native builds)

PHP, HTML, CSS, JavaScript
Airtable API & schema design
Cloudflare R2 / Images
AWS SigV4 request signing
Make.com automation pipelines
React (prototypes & tools)
MailerSend / MailerLite
Git / GitHub / Cyberduck
Shopify & CustomCat
FareHarbor

Professional Audio

DiGiCo, Yamaha, Meyer Sound
Avid Pro Tools
RF / wireless systems design
Studio mixing & post production

Education

Full Sail University

Associate Degree, Recording Arts
Winter Park, FL · 1995

Professional Certifications

Meyer Sound SIM II & III
BSS Audio, BLU Level I & II
Yamaha M7CL Level I & II
Shure Wireless Systems Design
SynAudCon: Sound System Design
SynAudCon: Digital Audio Systems

Community

PA of the Day

Acquired a Facebook community at 80,000 followers and grew it to 350,000+ across two platforms, building the Instagram presence from scratch. Operated an associated Shopify print-on-demand apparel store for 10 years, generating the direct customer insight that drives the Custom Crew Gear platform.

I spent 15 years leading audio operations at a 20,000-seat NBA arena, managing systems, vendors, and staff under game-night conditions where nothing could fail. That same end-to-end ownership mindset now drives the digital product work: find the real problem, choose the right tools, test against real conditions, and ship something that actually works for the person using it. The development method is AI-native. The goal is the same as it always was.

Experience

Lead Audio Engineer (A1)

2010 – 2025

Orlando Magic / Kia Center · Orlando, FL

Audio systems covering an NBA arena, ECHL hockey, arena football, and 40+ special events per year including WWE, HBO Boxing, NBA All-Star Weekend, and NCAA Tournament.

Operated and maintained a concert-grade in-bowl sound system and 30+ hospitality and auxiliary spaces across a $1B+ venue facility; designed the console and wireless systems used by engineers running Osceola Magic games at Silver Spurs Arena.
Hired, trained, and managed a rotating staff of audio engineers; developed each person by helping them translate prior experience from touring or corporate events into the disciplines of professional sports production, where consistency and serving the event take precedence over personal style.
Coordinated audio requirements across six internal departments (Live Entertainment, Production, Special Events, Broadcast, Video, Radio), serving as the technical authority that translated needs into workable solutions for teams with competing priorities.
Managed vendor relationships and led equipment procurement and lifecycle planning for a multi-million dollar audio asset portfolio.

Senior Audio Engineer

2003 – 2010

Northland Church · Longwood, FL

Mixed front-of-house for a 3,330-seat facility running a Meyer Sound line array system; built and delivered a live broadcast mix for simultaneous web streaming and multi-site venue distribution nationwide.
Produced audio for physical media, web distribution, voice-over, and original recordings in a high-output production environment using Avid Pro Tools HD.

Technical Director

2000 – 2003

Orangewood Presbyterian Church · Maitland, FL

Oversaw a $150K audio system installation from planning through completion.
Established technical standards and operational procedures; built a volunteer technical team from the ground up.

Level 2 Audio Technician

1997 – 2000

Walt Disney World · Orlando, FL

Mixed live shows throughout Magic Kingdom and resort properties; supported special events inside the parks.

Product & Digital Work INDEPENDENT · 2024 – PRESENT

Guest Photo Delivery System · Hidden Palms Ranch · toddherrbach.com/hidden-palms-ranch.html

PHP · Cloudflare R2 · Airtable API · MailerSend · GitHub · DreamHost

In late-stage testing, approaching launch

Designed and built a full-stack web application enabling guides to submit visit data and upload photos via mobile; guests receive a branded photo page via QR code with no app required, personalized by visit type to drive reviews, guide tips, and return bookings.
Iterated through two complete architectural cycles: identified a critical failure (iPhone Safari memory crash on 50+ file selections) and replaced the entire upload layer with direct-to-R2 presigned PUT URLs, eliminating the constraint at the source.
Implemented AWS SigV4 request signing from scratch in PHP without SDK; structured Airtable schema with 14 mapped fields; configured CORS and Cloudflare Images delivery pipeline for HEIC-to-JPEG conversion on demand.
Previous version: full Make.com automation pipeline integrating Fillout, Dropbox, Twilio SMS, and Airtable, including Twilio A2P 10DLC campaign registration and carrier-compliant consumer opt-in flow.
Built using an AI-native workflow throughout: Claude and Claude Code served as the primary development partner for architecture, implementation, debugging, and iteration across 15+ build sessions.

Custom Crew Gear · Bulk Apparel Platform

Shopify · AWS · OrderDesk · CustomCat · Klaviyo

Deep documentation in progress; build paused pending print-file tooling

Took the concept from customer insight through brand identity, pricing structure, email marketing strategy, fulfillment architecture, and customer lifecycle design before a line of code was written. The ordering platform lets customers configure a design once and populate a full staff order via CSV; documented across 12+ working specification files.
Build paused at the print-file automation stage, where image generation tooling did not yet exist at the necessary quality. Substantial planning and documentation in progress; the platform will launch when AI-assisted file generation reaches the required standard.