Principal Salesforce Engineer

Attentive® is the AI marketing platform for 1:1 personalization redefining the way brands and people connect. We’re the only marketing platform that combines powerful technology with human expertise to build authentic customer relationships. By unifying SMS, RCS, email, and push notifications, our AI-powered personalization engine delivers bespoke experiences that drive performance, revenue, and loyalty through real-time behavioral insights. Recognized as the #1 provider in SMS Marketing by G2, Attentive partners with more than 8,000 customers across 70+ industries. Leading global brands like Crate and Barrel, Urban Outfitters, and Carter’s work with us to enable billions of interactions that power tens of billions in revenue for our customers. With a distributed global workforce and employee hubs in New York City, San Francisco, London, and Sydney, Attentive’s team has been consistently recognized for its performance and culture. We’re proud to be included in Deloitte’s Fast 500 (four years running!), LinkedIn’s Top Startups , Forbes’ Cloud 100 (five years running!), Inc.’s Best Workplaces , and the Human Rights Campaign Foundation's Corporate Equality Index ! About the Role We are looking for a Principal Salesforce Engineer to own the architecture, scalability, and long-term evolution of our Revenue Technology platform. This is a high-impact, high-ownership role for someone who operates as both a systems thinker and hands-on builder. You will define how our Salesforce ecosystem—and its surrounding systems—scale with the business, while directly contributing to implementation. You will not just advise on architecture—you will set direction, challenge constraints, and drive execution. This role requires someone who is equally comfortable defining multi-quarter architectural strategy (60% of the time) and developing solutions (40% of the time) in complex, high-stakes systems. What You’ll Accomplish Architecture and Leadership: Define and drive the end-to-end architecture of our Salesforce and RevTech ecosystem (Salesforce, CPQ, billing, integrations, data flows) Establish a multi-quarter architectural vision that balances flexibility, scalability, and operational simplicity Identify systemic risks and proactively evolve the platform to prevent future constraints—not just react to current needs Collaborate with business stakeholders to design solutions and deliver technical implementations that align with business objectives Set the standard for clean architecture, maintainable automation, and scalable system design Identify and aggressively reduce tech debt, redundant logic, and fragile implementations Provide architectural oversight to prevent poor design decisions and fragmented solutions Partner with Financial systems team to develop end to end solutions across SalesForce , Integration layer (Boomi experience preferred) and ERP (NetSuite experience preferred) Act as a force multiplier—raising the technical bar across the team through mentorship and guidance Take ownership of ambiguous, high-impact problems and drive them to clear, scalable solutions Balance competing priorities (speed vs. scalability, customization vs. standardization) with strong technical judgment Operate with urgency while maintaining a high bar for system quality and durability Engineering: Design and develop end-to-end Salesforce solutions using declarative tools (Flows, Screen Flows, and Process Automation) and programmatic development (Apex, Lightning Web Components and Visualforce Pages) Lead and execute complex system redesigns (e.g., CPQ/product modeling, replacing custom logic with native functionality, automation frameworks) Support integrations between Salesforce and other enterprise applications, ensuring data consistency and smooth system interactions Lead Salesforce release management and deployment processes, including Sandboxes, Change Sets, and CI/CD pipelines. Troubleshoot and resolve Salesforce issues, ensuring system stability and optim