About · Houston
Salt & Scale is a solo consultancy in Houston, run by one senior engineer with a decade of production commerce work behind every project. No handoffs, no juniors, no agency overhead. Just the engineer who scoped the work writing the code that ships.
Gabriel Rosales · Houston, TX
Founder & Principal Engineer
Gabriel Rosales is the founder of Salt & Scale, a solo consultancy in Houston building production-grade websites for service businesses. He started writing code in high school. The first big project was a web browser in C#, which is still where the discipline comes from: build the unglamorous infrastructure first, then make it beautiful.
Today he is a Sr. Customer Success Engineer at Adobe Commerce, running incident bridges and performance engineering for enterprise Cloud accounts. Salt & Scale draws on a decade of production commerce work shipped at Adobe, PAX Labs, Hive Brands, and Corra (for Sanrio), plus open-source contributions to Shopify’s Hydrogen storefront framework.
The shop is a Shopify Partner, an Anthropic Claude Partner, and a Vercel Partner. Every line shipped under the Salt & Scale name is written and reviewed by Gabriel personally.
What I believe
Principle
No handoffs, no junior work shipped, no agency overhead. Every line under the Salt & Scale name is written and reviewed by Gabriel personally. The same engineer who scoped the work and who will be there a year after launch.
Principle
Anthropic Claude Partner. Every line is reviewed and owned by a human with ten years of production experience. AI accelerates the build; engineering judgment owns the quality.
Principle
Hydrogen contributor. Shopify and Vercel Partner. Built for Core Web Vitals, WCAG 2.2 AA, and real ROI, not Lighthouse vanity scores. The same engineering standards used at brands like Sanrio and PAX Labs.
Prior work
Prior employment and contracting. Not Salt & Scale case studies.
Own technical success for enterprise Adobe Commerce Cloud accounts. Incident lead for P1/P0 bridges, performance engineering across Redis and RabbitMQ, peak readiness for streaming and ecommerce launch weekends, New Relic observability standards.
Headless Shopify Plus storefront on Hydrogen, TypeScript, Builder.io, and Tailwind. Custom OMS in PHP and MySQL on the backend. Remix, Oxygen, and React.js across the stack.
Led a small engineering team building custom front-end features and third-party integrations in Vue.js and React.js. Managed Node.js + LAMP infrastructure on AWS. Designed microservices extending Shopify and third-party APIs.
Led backend engineering on Shopify Plus client work. Custom checkout and cart features in Liquid and JavaScript. Headless storefront consulting on React.
Lead developer on a large Laravel API project for a client's Shopify Plus sites. PWA work on Magento with React and GraphQL. Shopify Plus, Magento, AWS, and LAMP infrastructure.
One discovery call. A clear scope. A written proposal within three business days.