Luiz Frare

I design the system and stay for the build.

Luiz Frare, software architect at an Adobe Global Platinum Partner in São Paulo. Seven AEM projects, four Adobe certifications and a team of fourteen. I work on the decisions a content platform has to live with for years, then I stay through the build that tests them.

São Paulo · Architecture and delivery

Method · How I work

Decide before you build.

Most platform failures are decisions nobody wrote down. Before any code I want four answers: who authors this, how often it changes, what breaks when it does, and what the next change will cost. The architecture is whatever satisfies those answers with the fewest moving parts. The options I turn down are usually worth more than the one I keep.

decide WHO AUTHORSHOW OFTENWHAT BREAKSWHAT IT COSTS FOUR ANSWERS OPTIONS KEPT

the fewest moving parts that answer all four

  • Solution architecture
  • Integration design
  • Headless and composable
  • Cost of change

Scale · Seven AEM projects

The tenth site should be configuration.

Scale is rarely traffic. It is the tenth site, the fourth language and the hundredth author arriving on a platform that was designed for one of each. A component is written once and reused wherever it fits. Roles and governance live in the model rather than in a policy document nobody opens. Done properly, standing up the next site costs a configuration session instead of a project.

  • Multi-site and multi-locale
  • Reusable component systems
  • Governance and roles
  • Seven AEM projects, four as engineer
One component MADE ONCE TEN SITES · FOUR LOCALES

Adobe · Four certifications

The whole Adobe surface.

I work across the Experience Cloud rather than one product inside it. Experience Manager and Commerce are the two halves of most enterprise estates, App Builder takes the logic that belongs in neither, and Journey Optimizer picks it up when the content has to follow a person. Four certifications, three at Expert level. The diagram below is a reference architecture and not a client system, and every box in it is a decision you can hover.

IDENTITYAUTHORINGSERVICESDELIVERY Corporate single sign-on AEM as a Cloud Service Adobe App Builder Adobe Commerce AEM Assets Dispatcher · CDN Corporate sites Edge Delivery Commerce storefront Headless clients
Identity Corporate single sign-on
Identity is never duplicated. Access is granted and revoked once, in the corporate directory, instead of separately in every system that hangs below it.
Authoring AEM as a Cloud Service
One authoring model for every surface. A component is written once and reused, which is what turns the next site into configuration rather than a new build.
Authoring Adobe App Builder
Custom logic lives outside the CMS and ships on its own cadence, so an integration change never forces a platform release or a regression suite.
Services Adobe Commerce
Catalogue, pricing and checkout stay in the system built for them. Content references commerce data, and neither side owns a copy of the other.
Services AEM Assets
One source for media, with renditions generated rather than uploaded. The same image cannot exist in four places at four sizes and drift apart.
Delivery Dispatcher · CDN
One delivery tier in front of everything. Caching and invalidation are solved once here instead of being negotiated again on each surface behind it.
Delivery Corporate sites
The traditional surface: many sites and many locales sharing one component library, one governance model and one publication path.
Delivery Edge Delivery
For content that has to be fast and cheap to run. Authors work in a document, the build happens on publish, and nothing hydrates in the browser.
Delivery Commerce storefront
The storefront is a delivery surface like any other. Merchandising copy is authored next to the rest of the content rather than in a separate tool.
Delivery Headless clients
Apps and screens read the same fragments over GraphQL. Adding a channel does not mean re-authoring anything that already exists.
  • AEM as a Cloud Service
  • Adobe Commerce
  • App Builder
  • Journey Optimizer
  • Dispatcher · Cloud Manager

Edge Delivery · In production

Edge Delivery, already shipped.

Most Experience Manager work still assumes a server renders the page. Edge Delivery does not, and I have had a blog live on it in production rather than only in a deck. Authors work in a document, the build runs on publish, and the page reaches the edge with nothing left to hydrate. It changes what the platform costs to run, which tends to be the argument still standing after the first budget review.

Author CMS Render Hydrate Paint Docs Publish Edge THE USUAL PATH EDGE DELIVERY
  • Edge Delivery Services
  • Document authoring
  • Core Web Vitals
  • Live in production

Leadership · 2025 to present

Fourteen people build what I design.

Developers and QA, and an architecture only counts once it has survived them. I also sit on the committee that calibrates developer evaluations across the company: we read the score a leader gave and argue about whether it holds against everyone else at that level. It is the least comfortable meeting on my calendar, and the one that keeps the bar in the same place for everybody.

AS GIVEN CALIBRATED THE BAR ONE BAR FOR EVERYONE
  • Team of fourteen
  • Developers and QA
  • Evaluation calibration committee
  • Hiring bar

15

Mentoring · 2025 to present

The part a course cannot simulate.

I mentor on the internship programme: ten people in last year's class and five in this one. It ends with a project built from zero on a short deadline, because reading about delivery and standing inside one are not the same experience. The figure is how many have come through so far.

  • Internship programme
  • Mentoring
  • Two classes since 2025
  • Project from zero

Currently

Salesforce B2C Commerce Cloud
Extending beyond Adobe, so platform choice stays a decision rather than a habit.
Search when the reader is a machine
Auditing how content is retrieved by generative engines, not only by crawlers.
Claude Certified Architect
Building software costs less than it did a year ago. I would rather cause next year's drop than absorb it.
Luiz Frare
Luiz Frare São Paulo · B&W

Luiz Frare, software architect, São Paulo.

Four years on Adobe Experience Manager and Adobe Commerce, one of them as an architect leading fourteen people.

Four Adobe certifications. BSc in Computer Science.

I still write the reference implementation of every pattern I define.

Architecture is mostly imagination. The constraint gets written down. The system that satisfies it does not.

Certifications

Four Adobe certifications. Three at Expert level, one at Professional.

Verified by Adobe, not by this page.

Role
Software architect at an Adobe Global Platinum PartnerFront-end developer to software architect, 2022 to present
Adobe Experience Cloud
Edge Delivery Services · AEM as a Cloud Service · AEM Sites · AEM AssetsAdobe Commerce and Magento 2 · Journey Optimizer · App BuilderDispatcher · Cloud Manager
Architecture
Solution architecture · system integration · headless and composableREST and GraphQL · microservices · Core Web Vitals
Engineering
Java · OSGi · Sling · HTL · Content FragmentsJavaScript · TypeScript · React · Node.js · Swift and SwiftUI · AWS · CI/CD
In progress
Salesforce B2C Commerce Cloud · Contentstack Developer Certification
Education
BSc Computer Science, Universidade Paulista, 2022 to 2025
Languages
Portuguese, native · English, C1 · Spanish, elementary
Base
São Paulo, Brazil · GMT-3 · working US and EU hours