Principal Engineer - Direct

At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We’re looking for adventurous and curious people who want to explore, experiment, and innovate to come up with the best ideas. Our culture has inspired our diverse team of highly skilled, highly creative, and highly committed individuals for 100 years and we believe the best is yet to come.

Hasbro’s Direct‑to‑Consumer (DTC) platform connects fans worldwide through seamless, intelligent, and scalable digital commerce experiences. As Principal Engineer, you’ll define the technical architecture and engineering vision behind that platform, spanning Salesforce Commerce Cloud, Salesforce OMS, SAP, Braintree, and Hasbro Go identity systems. This role extends beyond traditional architecture leadership to include AI‑driven platform innovation and intelligent automation. You will identify, design, and implement opportunities to embed machine learning, generative AI, and automation across the commerce lifecycle—from customer experience and merchandising to operations, fulfillment, and support.

As a Principal Software Engineer, you will serve as a senior technical leader, applying deep expertise to architect, mentor, and guide engineering teams across multiple disciplines—from storefront to fulfillment. You’ll ensure that every fan interaction is powered by reliable, performant, and innovative technology built for long‑term growth. You will ensure that every fan interaction is powered by adaptive, data‑driven, and continuously improving systems built for long‑term growth and operational efficiency.

This role is a hybrid role requiring three days a week in our Renton, WA office.

• Define the blueprint for Hasbro’s global Salesforce‑based architecture, unifying commerce, OMS, data, and fulfillment systems.
• Establish integration frameworks for SAP, Braintree, Avalara, and other core enterprise systems.
• Design scalable, event‑driven architectures that support dynamic drops, crowdfunding, digital items, and global fulfillment.
• Embed AI‑ready and data‑centric design principles, ensuring systems support real‑time insights, personalization, and automation.

• Identify and implement AI/ML and generative AI use cases across the DTC ecosystem (e.g., personalization, search, merchandising optimization, customer support automation, fraud detection, fulfillment prediction).
• Drive automation of operational workflows, reducing manual intervention across order management, customer service, and fulfillment coordination.
• Partner with Data Science and Analytics to product ionize models and integrate them into core platform experiences and decisioning systems.
• Establish patterns and frameworks for responsible, scalable AI adoption, including model integration, monitoring, and continuous improvement.

• Apply expert‑level knowledge to guide engineers across disciplines, ensuring sound architectural decisions and technical craftsmanship.
• Define system reliability goals, telemetry, and observability standards to support large‑scale fan events and product launches.
• Champion engineering best practices, infrastructure‑as‑code, and continuous delivery pipelines across the DTC organization.
• Drive AI‑enhanced development practices, including automated testing, intelligent alerting, and deployment optimization.
• Improve developer productivity through automation, code generation, and intelligent development workflows.

• Mentor engineers and technical leads across front‑end, OMS, data, and platform teams, fostering growth and shared ownership.
• Collaborate closely with Product Management, Data Science, CX, and Design to align technology with business and fan outcomes.
• Provide deep technical insight and guidance to cross‑functional project teams, ensuring unified delivery quality and scalability.
• Influence teams to adopt data‑driven and automation‑first approaches to problem solving and execution.

• Evaluate and introduce emerging…