- Managing engineering teams of MBID, PubGear and SEM and infrastructures of SEM.Using agile development methodology for all projects.- Responsible for complete SEM infrastructure with 70+ application servers, 100+ Hadoop/HBase node clusters, Coherence cluster and end to end application maintenance.- Regular hands-on in all major SEM functions especially in API implementations, Reporting frameworks, Blacklist frameworks, Deletion Frameworks, Campaign Sync, etc.

- Managing engineering teams of SEM, MBID. Responsible for complete SEM infrastructure with 70+ application servers, 100+ Hadoop/HBase node clusters, Coherence cluster and end to end application development and maintenance.- Regular hands-on in major SEM functions viz. API implementations, Bidding, RPV, Reporting frameworks, Blacklist & Deletion Frameworks, Campaign Sync, etc.- Reduced hardware footprints and optimised application to reduce manual activities.

- Managing engineering teams of SEM. Using agile development methodology for all projects.- POC of Apache Drill to ease data analysis over HBase. - Transitioned Legacy Ad Urls to Advanced Url on Adwords.

- Introduced Hadoop in Keyword Performance aggregation and wrote Map Reduce implementation to handle the huge data processing- Did upgradation in Hadoop versions and improved Hadoop architectures to reduce error possibilities.- Implemented SOAP session to use Yahoo JAPAN ad services.- Upgraded Google Adwords, MSN Adcenter, Yahoo JAPAN specific session codes few times- Designed and implemented Yahoo gemini session infrastructure using Restful services.- Moved all Web service codes to use OAUTH2.0 authentications from normal user/password logons.- Moved memory and CPU intensive Margin Summary module task on PIG scripts, which runs over Hadoop and is much faster.

- Took ownership of Keyword Deletion workflow and re-implemented it to reduce memory footprints and CPU cycles. It consists of tracking performance of every keywords using aggregation and then removing the bad ones from Adwords/Adcenter/YahooGemini based on some additional criteria.- Took ownership of Keyword performance aggregation and its UIs. Revamped the aggregation and UI and made them faster using Caches at places required.

- Designed and implemented realtime click tracking framework to monitor website traffic with many aggregated and filtered by options.- Designed and implemented intraday keyword/ad group pause workflow over different ad services- Performance tuned internal spider workflow and cost aggregations using BerkeleyDB and multithreading.- Took end to end ownership of cost aggregations, internal spider workflow, intraday pause/unpause, real time click tracking