Posted by: Adam Weston
07 January 2026
Senior .NET Developer, shaping Growcreate’s approach to ecommerce and AI
James Dimmer enjoys building future-proof platforms. At Growcreate, his role brings together technical depth, thoughtful collaboration, and a steady focus on long-term value — whether that’s in complex ecommerce solutions, data-driven platforms, or the company’s expanding work with AI.
Although his title is Senior .NET Developer, James’s work spans much more than code. He spends time understanding client goals, supporting the wider development team, and exploring new tools and ideas that can genuinely improve outcomes.
“I like staying close to what’s changing,” he says. “New capabilities are exciting, but what matters most is how they help people do their jobs better.”
A strong foundation from the start
James began his career early, experimenting with game modifications and small projects long before joining the industry full-time. That curiosity led him into an apprenticeship at 16, where he gained hands-on experience in support and development from day one.
Working directly with real systems and real users shaped how he approaches engineering. Reliability and communication mattered just as much as technical skill. Those early lessons continue to influence his work today.
Growing alongside Growcreate
When James joined Growcreate, he was looking for a place where collaboration was encouraged and ideas were shared openly. Over time, his role evolved naturally as the company grew.
Today, James works across multiple projects, helping teams stay aligned and ensuring solutions meet both technical and business needs. He supports other developers, works closely with clients, and acts as a bridge between delivery, advisory, and future planning.
“My focus is on helping things run smoothly,” he explains. “When everyone understands the direction, the work flows much better.”
Engineering complex platforms
James has extensive experience working on complex platforms. E-commerce solutions with configurable products, layered pricing, and nuanced user journeys are of particular interest.
For James, good engineering is about understanding and decoding that complexity. Delivering something fit for purpose, then shaping it so it can grow and adapt over time.
Platforms don’t stop at launch. They evolve and respond to changing needs — and James’s work reflects that long-term mindset.
Shaping Growcreate’s AI work
Over the past year, James has been closely involved in Growcreate’s AI initiatives, including the development of the Growcreate AI Toolkit for Umbraco.
The aim was to help editorial teams save time while maintaining high consistency and quality. By embedding tone of voice, page context, and structured guidance directly into the CMS, the AI Toolkit supports editors in their day-to-day work.
James enjoys working at this intersection of structure and creativity, where thoughtful tooling can remove friction and improve everyday workflows. He has also shared this work with the wider Umbraco community, including at Umbraco Codegarden, as part of ongoing conversations about practical innovation.
A collaborative team culture
One of the things James values most at Growcreate is the team culture.
“Everyone helps each other,” he says. “It doesn’t matter what your role is — if you’ve got an idea or a question, people are happy to get involved.”
Known for his good humour, James brings energy to the team. Light-heartedly referred to as the “chaos monkey”, he enjoys keeping things upbeat and encouraging creative thinking.
“If I’m not smiling,” he laughs, “something’s gone wrong.”
Outside of work
When he’s not building platforms, James enjoys long walks with his dogs — four of them — usually out in the countryside, whatever the weather. He’s also a keen gamer and competes in organised FIFA tournaments, where teamwork and quick thinking are just as important as skill.
Looking ahead
James is excited about what’s next: more complex ecommerce challenges, continued development of AI tooling, and building platforms that genuinely support people and organisations over time.
Through steady curiosity, collaboration, and a commitment to quality, James continues to help Growcreate deliver work that lasts.
