Sam Williams — Co-Founder

I've been building on Amazon Connect since 2018, back when most people hadn't heard of it. Started at the first UK Connect partner, then ran my own serverless consultancy helping SMBs. Now I lead product engineering at ProNetX, where I get to design serverless systems that handle enterprise-scale contact center workloads. The thing that hooked me? The synergy between Connect and serverless is almost too perfect. You can spin up a full contact center in 5 minutes. Handle thousands of concurrent contacts across voice, chat, and email. Scale to zero when it's quiet. Pay nothing when there are no calls. It's serverless through and through - and building features on top of it with Lambda, Step Functions, and event-driven architecture just makes sense. What I love about my role is working across the full stack - from understanding business goals and operational pain points, to designing solutions, to actually shipping features. I find the most elegant solutions come from holding all those layers in your head at once. I learned so much from the community on my way up, and I want to give back. That's why I share what we're building at ProNetX - from deep technical how-tos to the business side of CX transformation. Whether you're an engineer exploring Connect for the first time or figuring out how to extend it for complex enterprise needs, I hope something here helps. If you're into serverless, contact centers, or just like seeing hard problems solved with clean solutions - stick around. ----------------------------- Outside of the world of AWS and software innovation, I'm an obsessive rock climber. I've been doing it since I was 5 and have been part of the British Team, competed internationally and travelled from China to Canada. I love the balance of physical, technical and mental challenge and the opportunity you have to push yourself. Even after 24 years I'm finding more ways to learn and improve. If you have any further questions or just want to chat about climbing, then drop me a message

Stackforce AI infers this person is a SaaS expert specializing in serverless architecture and customer experience solutions.

Location: Baiersdorf, Bavaria, Germany

Experience: 15 yrs 5 mos

Skills

Amazon Connect
Solution Architecture
Amazon Web Services (aws)
Aws Frameworks
Serverless Computing

Career Highlights

Expert in building serverless systems on Amazon Connect.
Led product engineering for enterprise-scale contact center solutions.
Passionate about sharing knowledge in serverless and customer experience.

Work Experience

Pronetx

Head of Product Engineering (10 mos)

Principal Product Engineer (8 mos)

Mission Labs

Lead Software Engineer (2 yrs 9 mos)

Complete Coding

Founder (8 yrs 5 mos)

freeCodeCamp

Writer (7 yrs 1 mo)

Merlin Business Software

Javascript Developer (3 mos)

Rolls Royce

Materials and Process Modelling Engineer (8 mos)

Blastech

Engineer and Video Manager (0 mo)

Rocallé

Co Founder (4 mos)

Wolverine World Wide

Student Brand Ambassador (2 yrs 1 mo)

Awesome Walls

Instructor (2 yrs)

Sam Williams Coaching

Performance Climbing Coach (5 yrs 5 mos)

Education

Aerospace Engineering at The University of Sheffield

at West Kirby Grammar School

Full Stack Web Development Certification at freeCodeCamp

Sam Williams

Co-Founder

Baiersdorf, Bavaria, Germany15 yrs 5 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Expert in building serverless systems on Amazon Connect.
Led product engineering for enterprise-scale contact center solutions.
Passionate about sharing knowledge in serverless and customer experience.

Stackforce AI infers this person is a SaaS expert specializing in serverless architecture and customer experience solutions.

Contact

Skills

Core Skills

Amazon ConnectSolution ArchitectureAmazon Web Services (aws)Aws FrameworksServerless Computing

Other Skills

Customer ExperienceTechnical challengesCloud ComputingCloud Computing IaaSCloud ApplicationsFull-Stack DevelopmentNode.jsTypeScriptAmazon DynamodbAWS LambdaJavaScriptEngineeringWeb DevelopmentReact.jsMicrosoft Excel

About

Experience

Pronetx

2 roles

Head of Product Engineering

Promoted

Jun 2025 – Present · 10 mos

Pronetx aims to create the best cx experience for callers, agents and managers. To do this we need to build tools on top of Amazon Connect that empower companies and improve their workflow and visibility.
I work with the product owners and define how we can deliver the features that we need most.
This also involves creating the systems and processes that make our engineering team the best that they can be.

Amazon ConnectCustomer ExperienceSolution ArchitectureServerless Computing

Principal Product Engineer

Dec 2024 – Aug 2025 · 8 mos

Amazon Web Services (AWS)Solution ArchitectureCustomer Experience

Mission labs

Lead Software Engineer

Feb 2018 – Nov 2020 · 2 yrs 9 mos · Rossendale

At Mission Labs we have a single vision: to power the future of digital customer
experiences.
By pairing intelligent technology with ambitious minds, we deliver world class cloud-
based solutions that transform the way businesses engage with their customers and
communities. Our unique blend of expertise and experience across the worlds of
customer experience, telecoms, system integration and contact automation help our
clients to open up new possibilities, inspire audiences and achieve efficiencies.
From FTSE 100 retail and eCommerce giants, global travel companies and
Government departments, to SMEs and startups we deliver powerful platform tools
and beautifully executed software products that improve our clients’ and their
customers’ lives.
Mission Labs. Bring the future.

Complete coding

Founder

Nov 2017 – Present · 8 yrs 5 mos

As tech companies scale, it's really hard to maintain speed and agility whilst guaranteeing reliability. One of the struggles that a lot of CTOs find is that their great developers are spending time on things other than creating great features.
At Complete Coding, we help CTOs scale their business by implementing proven AWS frameworks and processes.
We've built and tested frameworks that help you:
create confidence in your production deployments
manage developer access to your environments
solve your technical challenges with AWS and Serverless
If you want to find out more about this, you can message me and we will book a free consultation session.
sam@completecoding.io

AWS frameworksServerless ComputingTechnical challenges

Freecodecamp

Writer

Nov 2017 – Dec 2024 · 7 yrs 1 mo

Merlin business software

Javascript Developer

May 2017 – Aug 2017 · 3 mos · Sheffield, United Kingdom

Working as part of a small team building a Web version of the current software. Front end design using Angular 4 framework with a Node JS back end with postgreSQL databases

Rolls royce

Materials and Process Modelling Engineer

Aug 2016 – Apr 2017 · 8 mos · Elton Road, Derby

Blastech

Engineer and Video Manager

Jul 2015 – Jul 2015 · 0 mo

Working as an engineer and managing all of the colour video footage for mitigated and unmitigated explosive testing on large commercial aircraft.
http://www.bbc.co.uk/news/science-environment-33650713

Rocallé

Co Founder

Dec 2013 – Apr 2014 · 4 mos · Sheffield, United Kingdom

Working as a co-founder of Rocallé, a company supplying quality climbing equipment to the UK.

Wolverine world wide

Student Brand Ambassador

Apr 2013 – May 2015 · 2 yrs 1 mo · Sheffield, United Kingdom

Training staff on technical information and selling points. Increasing exposure of students to the Merrell brand.

Awesome walls

Instructor

Jan 2010 – Jan 2012 · 2 yrs

Sam williams coaching

Performance Climbing Coach

Apr 2009 – Sep 2014 · 5 yrs 5 mos

Providing coaching to anyone who wants to see improvement in their climbing, applying years of personal climbing experience and professional coaching expertise to each individual climber.