Dan Herbert

Adelaide, Australia - hello@danherbert.io - LinkedIn GitHub

Senior full-stack engineer | Product thinker | API & Platform builder

I've spent 17+ years building web platforms and APIs (PHP, Laravel, JavaScript, React) taking projects from concept → launch → iteration with ownership. Recently, I've built and shipped multiple SaaS tools end-to-end, from concept to launch.

I focus on clarity, reliability, and pragmatic solutions - the kind that keeps products maintainable and fast.

Backend / APIs: PHP, Laravel, Node.js, MySQL/PostgreSQL, REST, SOAP
Frontend / UI: JavaScript, TypeScript, React, Alpine.js, Vue, Tailwind, CSS/SCSS
Infrastructure / DevOps: Performance optimisation, CI/CD pipelines, AWS, Github Actions/Bitbucket Pipelines
Tools / Practices: Git, code reviews, prototyping, test-driven development, performance focused development

I also have practical experience with game development (C# + Unity/Godot), and audio/music production.

Employment

Founder & Lead Developer - Feb 2025 ... Present

AIM - Asset and Inventory Management with maintenance scheduling. Built MVP in 3 months; backend (Laravel), frontend (HTMX), audit systems, and payment integration (Stripe). On pause due to scale.
Hemobi - Embeddable help + changelog system for web apps. Launched MVP in 3 months; backend (Laravel), dashboard (React+Inertia), embeddable components/UIs (Lit/Native web components), markup context engine for surfacing relevant docs ASAP to users, and payment integration (Stripe).
Xero tool platform - SaaS tools to streamline accountant workflows in Xero. Built MVP in 1 month; backend (Laravel), frontend (HTMX), auth via Xero OAuth, data migration to Xero (chained queues and workers), and payment integration (Stripe).
Elide / Elide Starter Kit - Open source Laravel packages providing an Inertia-like experience for Laravel+HTMX.
Prioritised backlogs, frequent releases, implemented CI/CD pipelines, and designed scalable monolithic architecture with clear domains.

Iugo Pty Ltd - 2008 ... Feb 2025

Senior developer delivering full-stack web and platform solutions across a diverse range of industries. Advocated modern practices, code reviews, and developer training.

Following is a non-exhaustive list of selected case studies from my time with Iugo.

REST API + White label application (2024)

Lead developer for a bespoke REST API + React Native mobile frontend for Iugo's pro-level association management platform.

API:

Delivered a structured API for auth, events, ticketing, delegate networking, and CMS content, unifying a decade of WordPress and Microsoft Dynamics integrations
Stabilised performance under high-latency external systems and large visitor loads during conferences

React Native mobile frontend:

Refactored and modularised code, reducing duplication by ~30%, and improving performance/memory usage
Implemented caching, memoisation, and remote image compression/handling, to reduce application storage requirements
Improved maintainability and application structure through service refactoring

Association management system for low-to-medium level associations (2024)

Lead developer for a WordPress-powered platform.

Launched a reusable framework within tight deadlines, improving stability and reliability when integrating multiple third-party plugins
Implemented flexible business logic to support variable features and extend third-party plugin functionality
Adopted modern PHP paradigms while respecting WordPress standards
Configured CI/CD pipelines for rapid deployment across multiple sites and preempted growth/scale issues through strategic architecture decisions

White label student application form (2021)

Lead developer for multi-tenant application form platform.

Built a multi-tenant system with dashboards, complex form creation/management, and user/admin management
Integrated vendor API for data validation and student application storage, implementing "optimistic storage" to prevent processing delays from blocking applicant progress
Delivered brandable white-label frontends for multiple institutions
Designed architecture to handle high traffic during peak course application deadlines

Hertz Trucks website (2019)

Lead backend developer for redevelopment of the Hertz Trucks booking platform (legacy ASP → Laravel + Vue).

Delivered strong increases in successful bookings through improved search, booking processes, caching, and error handling
Built management systems for vehicles, customers, bookings, analytics
Tight integration with the Hertz API
Designed and ran A/B tests (Google Optimize) and iterated features to improve conversions.

Shiels website (2017)

Lead developer for migration from Magento 1 to Magento 2.

Built a fully custom Magento 2 theme with configurable ad/content blocks and product filters
Developed bespoke extensions to satisfy complex UI and business logic requirements
Engineered an efficient product importer to handle differential updates across thousands of SKUs
Automated "on-request" thumbnail generation with AWS Lambda + S3
Integrated CRM-driven in-store stock levels and automated delivery consignments via AusPost API

Other interests: music and audio production (eg, Hexiled, Streaks App), indie game development (Unity/Godot), and physical training.

Resume