6 & 7



Ana Bahr

Developer Relations Advocate | Target

Ana Bahr

Ana Bahr (soon to be Ana Dachel) is a former Target administrative professional who was onboarding three software engineers a week on average in 2014 when she saw a need for someone to take the lead on shaping and growing Target’s technical community.

She officially became the '[email protected] Community Advocate' in 2015 and has been busy fighting the good fight ever since. When she’s not attending meetups or conferences, Ana is home with her fiancé Jason and pups Jackson and Molly watching Star Trek.


Why Target needed DevRel to attract and retain engineers

In 2015 Target created a new role that would become the community hub for their massively growing in-house team of software engineers. Their goal was to give awareness to Target’s tech brand and make Target engineers proud by supporting the things they care about.

To achieve this, they gave Target engineer advocates a voice to reach the external tech community through their tech blog, support of local conferences, meetups, diverse groups, K-12 tech pipeline organizations, and opens ource communities.

They also focused on building up their culture with internal hackathons, conferences, lunch and learns, and demo days. Unknowingly, they had taken part in the growth of dev rel.

In this talk Ana will go in-depth about why the dev rel role is so valuable to Target and its tech team of approximately 4,000. She’ll also discuss what this means for the dev rel industry. There is a vast frontier of major retailers and other companies that are now realizing the truth that every company is a tech company and that technical community is the key to success.


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