Leading the Consumer Experience Teams across Martindale-Avvo. Technical leader on SEO (Search Engine Optimization) implementation. Passionate about people, process and productivity. Focused on delivering a best in class consumer experience, helping teams successfully delivering quality software while meeting business goals and timeline.

Technologies: Ruby on Rails, Sinatra, React.js, Elixir, Phoenix, Microservices, CI/CD, AWSManaging Avvo Consumer experience engineering organization. Working closely with Project Managers and Product Managers ensuring right results are delivered in the most efficient way while keeping a happy and healthy team. Proud of hiring good talent in a competitive market and retaining 90% of the team during the era of great resignation.

Technologies: Ruby on Rails, Sinatra, React.js, Elixir, Phoenix, Microservices, CI/CD, AWSHelped development team tackle challenging problems by having a bias for action, including breaking problems into workable chunks before and during SCRUM grooming and planning, using iterative development, and leveraging software architecture design patterns.Worked in close collaboration with Product and Project Managers to improve software process efficiency, help with efficient work breakdown and making informed trade-offs to achieve desired results faster.Implemented collaborative and individual growth focused approach in managing team members. Increased team effectiveness by pairing with developers especially when blocked. Mentoring and coaching team members through challenging directly and caring personally. Promoted 2 Individual contributors & 1 manager in the last couple of years.Continuously improved development process working with the developers, TPM and Product Managers. Initiatives include team play book, PR guidelines, team pairing rotation, retro experiments, setting expectations with individual dev, rewarding and encouraging most prolific devs.Found and fixed a hard to find flaw that was causing a long term decline in Avvo SEO score. Once fixed resulted in 52% YoY increase in traffic resulting in increased new sales and reduction in churn rate of existing customers.Collaborated with engineering leadership on defining and implementing our CDN Strategy and Page Performance Improvements including solution for Cumulative Layout Shift (CLS). Hire the best and set them up for success. Setting the bar high and doing dozens of interview to successfully hire 4 of the most productive and talented senior software engineers at Avvo in highly competitive market.

Technologies: Ruby on Rails, Elixir, Microservices.■ Initiated and executed a plan to re-hire one of our most prolific data engineers who had recently left the company by offering him a career transition to software development while helping us in our struggling data team during the transition creating a win-win for both teams and entire organization.■ Contributed towards improving the search, profile and messaging experience of the customer as part of the full-scope journey team while improving SEO score and increasing conversion.■ Lead Market Level Data SEO project. Full stack implementation including Rails frontend that used a microservice implemented to serve the data. Read and stored aggregate data from Kafka messages in a Redis store.■ Recognized and awarded for my contribution in an emergency project when we lost 10s of thousand of profile headshot images overnight working with cross functional war team assembled to resolve this issue urgently.■ Contributed to several 100 day initiatives after Avvo was acquired by Internet Brands. Projects included Avvo Rating legal compliance, creating tool for non-advertiser profile presentation, boosting search results of advertisers and integration with NOLO and Ngage.■ Suggested software process improvements and helped implement them investing discretionary effort beyond delivering sprint commitments.■ Won company wide hackathon held in June 2018.

Technologies: Ruby on Rails with Postgres and Ember.js with JSONAPI RESTful webservices.■ Lead Provisioning and Licensing project which included maintaining and extending the existing secure provisioning and designing the new software and hardware licensing implementation. Achieved the goal to simplify the customer experience while supporting backward compatibility.■ Architected the REST API for orchestration and management. Contributed and guided in the implementation of efficient and extensible endpoints to provide intuitive and powerful access to the features only available through the UI previously.■ Implemented PCI-DSS Compliance project under aggressive timeline to ensure our product met the standards and guidelines. Worked with security architect, product management and QSAs throughout the certification process to ensure project success.■ Improved team communication and effectiveness by personal initiatives to introduce Slack, git-flow and pull request based code review. Promoted best practices by writing guidelines and standard operating procedure for branching, code review and effective reporting of issues.

Technologies: Node.js, Express.js and Ember.js with bootstrap, backbone.js and RESTful Webservices. Elastic Search, Logstash and Kibana.■ Designed and developed the next generation 'My Account' single page application (SPA) using ember.js with node.js using express.js as a framework enabling massive scaling with less number for servers than previous stack. The project involved collaborating with various stake holders in product management, backend services and close coordination with UX designers.■ Contributed to the next generation implementation of UXCore frontend library that was used across the website. The new generation of the library was specialized components and behaviors based on bootstrap library providing javascript components and controls.■ Implemented logging aggregation solution for multiple node.js based applications to a single optimized Elastic Search, Logstash and Kibana (ELK) cluster to enable troubleshooting across multiple services and identifying performance metrics.

Technologies: Ruby on Rails, Node.js and Backbone.js with CoffeeScript, MySQL and Java for POS accessories integration. Cloud based PoS running in AWS cloud using EC2, RDS and S3 among other web services.Working on the next generation point of sale (pos) system based with cloud infrastructure and web technologies like HTML5, JavaScript, Rails, Node.js and Backbone.js.■ Lead delivery of general availability (GA) Release of Elevate cloud based Point of Sale System with Rails 3.2 back office and APIs and HTML5 technology based javascript (backbone.js & Coffeescript) front-end touch terminal application with native device integration using Qt.■ Lead a team of 3 developers and 1 QA engineer worked closely with business and customer.■ Learned Coffeescript and Backbone within a month and completed the cashless feature on a tight deadline.■ Ensured on time delivery and high quality of the Loss Prevention feature by working closely with the 3rd Party vendor and internal teams.■ Implemented new point-to-point encryption (P2PE) APIs for Verifone payment device integration and certification in Qt Java and C++. ■ Maintained and optimized the Amazon Web Services (AWS) infrastructure for S3, RDS, EC2 and Route53 services. Including migrating the MySQL from EC2 instance to using RDS.■ Established process and best practices. Thorough code reviews and mentoring, training and collaborating.■ Created Architecture Diagram in my first week at Agilysys for the existing system and used it to help train and efficiently onboard of new engineers in future.

Technologies: PHP, Java, Spring, Hibernate and RESTful Web services.Contributed in architecting the Walt Disney Parks and Resorts Online Next Generation Mobile experience.■ Developed Online Check In functionality for DisneyWorld.com My Disney Experience project using Zend PHP Web Application Server. Integrating PHP front end with backend service oriented architecture.Designed and Developed RESTful Webservices for the following project:■ Disney Mobile Magic Dining API■ Disney Cruise Line My Cruise Activity 2.0■ Disney Profile Service 3.0■ Won the first Walt Disney Parks and Resorts Hackday by completing a SMS based park guide application in 24 hours as the only developer of the two people team.

Technologies: Ruby on Rails, Perl, Mason, Java, Struts, Hibernate, Oracle and MySQL.Developed tools for the Sales and Operational Planning business team to increase their productivity and make the business process more accurate and efficient. Worked with large datasets from Data Warehouse and other MySQL and Oracle databases to extract, verify data integrity and analyze business critical data. Selected Achievements:■ Lead development of a new business critical Rails based reporting application for inbound backlog management. This application saved an estimated 160 hours in Q4 2009 alone (with similar projected saving in future years).■ Developed discrete event based stochastic Simulation of Inventory Availability in a complex fulfillment network topology as part of strategic planning initiative whose results were presented to the CEO. Delivered on time despite a very aggressive deadline of 2 Months.■ Saved 169 Business Analysts Hours in one quarter (Q4 2008) by automating the expedited purchase order process. The times savings continually accumulated and were basis for further improvements in the system.■ Took ownership of a business critical Rails reporting application (Big Push) in Q4 2007. Extended functionality and made business process improvements that resulted in big gains in coming years. Big Push is used to monitor and control the outbound (customer shipments) backlog for the entire North American fulfillment during Q4. In 2007 Q4 Amazon North American revenue grew 18% to 3.63 Billion.■ Commended for excellent ongoing software support and establishing best practices including thorough code reviews, unit testing and continuous integration.

Selected Achievements:■ Lead the brand control system initiative as the most senior developer on the team to ensure that variation in the brand name did not cause a bad customer browse experience. 
■ Developed the IDQ Sampler system for auditing data quality. This technique involve intelligently selecting items for manual audit, providing an effective user interface for auditors and implementing complex statistical calculation to present the findings.
■ Designed and Architected Item Quality Infrastructure including IDQ Service that was used for reporting data quality issues and surfacing the results to the IDQ Dashboard for business users.■Single handedly enhanced and maintained the mission critical Toys R US Exclusivity Portal (during the $200 million lawsuit) and Tools which required collaboration with item master, legal and business teams responsible for ensuring compliance to court order with a strict SLA.

Selected Achievements:■ Lead study of software quality metrics application and proposed a model to facilitate software groups to achieve operational excellence.■ Lead the effort to resolve pending customer facing issues for price and availability software group reducing the backlog by 47% in 3 months.■ Diagnosed the cause of a major defect, causing backlog in the marketplace imaging system resulting in elimination 4 escalations (average) per week.■ Proactively coordinated deployment of redundant solution for marketplace image server preventing potential failure preventing customer-facing outage.

Technologies: C/C++, XML, Berkley DB, VxWorks RTOS.Joined Luminous Network at an early stage before the release of their first product. Delivered successful projects on time writing software for the system controller with 99.999 high availability requirements. Selected Achievements:* Received Luminous Engineering Excellence Award as the lead developer for a new scalable slot management control application.* Increased efficiency of software image downloads by 3.52 times by adding parallel download and TFTP support.* Developed XML based unified database to increase system integrity which reduced failure recovery time by 19%.* Simplified the process of adding new entries in the database using the new table driven approach, reducing development time to ¼ on new features persistence support.* Designed and developed Command Line User Interface (CLI) for new features and enhanced the existing commands to be more intuitive and user friendly.* Ensured quality of software by following process guidelines and industry best practices. Helped team members through careful code reviews, catching potential bugs earlier in the SDLC.

Designing structured cabling systems and network architecture for large enterprises like the Pak Arab Refinery Company and ABN Amro Corporate HQ in Pakistan.