Anoop Arora

Senior Software Engineer

Seattle, Washington, United States12 yrs experience

Most Likely To SwitchAI Enabled

Key Highlights

Architected systems processing over 500M creative updates daily.
Improved system health accuracy by ~75% through automation.
Drove AI adoption, enhancing developer velocity by ~30%.

Stackforce AI infers this person is a Backend-heavy Ad-Tech specialist with extensive experience in distributed systems and automation.

Contact

anoop.arora3@gmail.com LinkedIn

Skills

Core Skills

Distributed SystemsSoftware DesignAwsContent ManagementAutomation

Other Skills

Software InfrastructureAmazon Web Services (AWS)Content Management SystemMultilingual capabilitiesIntegrated Product DevelopmentTechnology AdoptionObject Oriented SystemsREST APIsMultilingualAWS LambdaComputer System DesignCustomer EngagementAspect-Oriented Programming (AOP)ReliabilityAvailability

About

Senior Software Development Engineer with over 11 years of experience in designing and engineering large-scale distributed systems at Amazon, specializing in Ad-Tech, multimodal content orchestration, and creative publishing pipelines. Currently shaping the architectural strategy for Amazon’s Social Marketing Product Publishing organization, a platform that processes over 500M + creative updates daily and enables $10B+ in global ad operations. Contributions include modernizing publishing architectures for fault tolerance, improving system health accuracy by ~75% through automation, and integrating multilingual ad experiences that significantly enhanced engagement. Committed to advancing AI-driven engineering workflows, including the adoption of LLM-powered debugging tools and generative AI systems that improved developer velocity by ~30%. Passionate about simplifying complex workflows through automation and driving innovation at the intersection of backend systems, ad delivery pipelines, and creative content generation. Dedicated to delivering scalable solutions that optimize customer and advertiser outcomes.

Experience

Amazon

6 roles

Senior Software Development Engineer

Dec 2023 – Present · 2 yrs 3 mos

Driving architectural strategy for long-term roadmap for Amazon’s Social Marketing Product Publishing organization, aligning multi-year strategy and quarterly execution across the Ad Content Engine, Product Catalog, Creative Management, and Publishing systems.
Redesigned and migrated Product-Ad-Network(META, TikTok, Reddit) Publishing architecture, transitioning feed-based ad-publishing and attribute-management services to regionally flexible, fault-tolerant platforms (ZAZ, NetScaler → Tardigrade), and integrating a self-healing, lifecycle-automation framework within the product-orchestration pipeline to automatically clean residual assets—improving system health accuracy by ~75% through enhanced error taxonomy, delivery metadata, and recovery signals.
Drove AI adoption in engineering operations, embedding LLM-based tools for debugging, operational triage, and design ideation; created IRIS (Image Ranking Intelligent Scoring) PoC using generative AI to evaluate creative quality and influence the team’s AI roadmap.
Leading mentorship and talent-growth programs, providing promotion feedback, conducting technical assessments, and serving as Technical Promotion Assessor (TPA) for L5/L6 candidates to ensure consistency in technical-bar evaluations.

Distributed SystemsSoftware DesignSoftware InfrastructureAmazon Web Services (AWS)

Senior Software Engineer

Promoted

Nov 2023 – Present · 2 yrs 4 mos

Drove architectural strategy and long-term roadmap for Amazon’s Social Marketing Product Publishing org, aligning multi-year planning with quarterly execution across Ad Content pipelines powering 100M+ creatives, reaching 50M+ customers supporting $10B+ annual global sales. Modernized Product Publishing and Attribute Management systems for regional flexibility and zero-downtime deployments. Engineered a self-healing automation framework that cleaned residual assets and improved system health accuracy by ~75% through enriched error taxonomy, metadata, and recovery signals. Drove AI adoption across a 60-engineer org, embedding LLM-integrated agent-based debugging and design tools that cut triage and development effort by 30% per release. Prototyped generative-AI systems using Claude4.0 and Fal.AI, leveraging typed prompt chains and API-controlled output flows adopted by multiple teams, improving creative relevance and accuracy and lifting customer engagement by 20% across Social Marketing. Mentored 20+ engineers and drove talent-development initiatives, providing structured promotion feedback and conducting Technical Promotion Assessments (TPA) for L5/L6 candidates.

Software Development Engineer II

Apr 2018 – Nov 2023 · 5 yrs 7 mos

Designed and led SPACE (Social Ads Product Catalog Engine) — a distributed workflow system processing 100M+ daily updates (~1k QPS) across 3 regions working through cross-team of 4 SDEs.
Built a Content Management System (CMS) to curate and orchestrate over 100M+ creatives across text, image, and video modalities. Designed it with modular product attributes and event-driven asynchronous pipelines to ensure scalable, reliable publishing and content processing.
Language Of Preference : Owned and delivered multilingual AdProduct initiative, enabling localized ad experiences for millions of customers and driving measurable uplift in OPS and engagement metrics with leading team of 3 engineers cross-team.
Built Product-Publishing pipeline integrating with Asynchronous SMA(like Meta, SNAP, Reddit, Tiktok) APIs to upload their catalog with updated Advertisable Amazon entities.
Established automation and observability frameworks (CloudWatch, DDB Streams) in product-orchestration, reducing on-call issue diagnosis time by 80% and improving system reliability.
Mentored peers, conducted cross-team design reviews, and led org-level hackathons for new product ideas.

Software Engineer

Promoted

Apr 2017 – Oct 2023 · 6 yrs 6 mos

Architected Ad-Product Publishing pipeline processing 100M+ daily updates (~1K QPS) across 3 regions, powering automated ad delivery across 20+ Amazon marketplaces with 99.99% reliability under strict near-real-time SLAs. Built scalable Content Management System (CMS) to curate and orchestrate 150M+ creatives (text, image, video, audio) with event-driven pipelines and product-attribute management, ensuring reliable, asynchronous content publishing. Delivered multilingual ad-publishing capabilities, enabling localized experiences for native speakers and driving 20% lift in engagement. Led a 5-engineer cross-functional team through design and rollout. Championed cross-team architecture reviews and mentorship programs, standardizing design and code-review practices org-wide.

Software Development Engineer

Apr 2017 – Mar 2018 · 11 mos

Software Development Engineer

Aug 2015 – Mar 2017 · 1 yr 7 mos

Designed and launched authentication gateway for BuyVIP (EU) and enhanced return pipelines with pre-paid labels.
Proposed and led ML-driven personalized home-deals model, improving customer engagement and CTR.

Samsung electronics

Data Scientist

Jul 2014 – Jul 2015 · 1 yr · Bengaluru Area, India

1.Aspect Based Opinion Minging - Mining deeper in product review for better insight of customer by finding various aspects of the product and sentiment around those products like how people think about camera quality or battery quality of samsung phones etc.
Both Explicit and Implicit Aspect identification using supervise learning technique CRF model.
Paper submitted at IEEE 2nd conference (ReTIS-5) ,Title : “A Hybrid Approach for Identifying Sentiment around Aspects”.
Tech Involved :-NLP tools, ArkRef, Stanford NLP Tool, Java, CRF
2. Social Media Sentiment Analysis -
This project analyzes customer insight about various Samsung products and Events through Social Media Data.This helps to develop marketing strategies based on better understanding of customers likes & dislikes and their expectation.
Applications include real time sentiment trend around any product or event as well as reporting system for the data till that time.
To analyze social media (Tweet) sentiment.
Gaining the sentiment of the tweet by cleaning it for different classification model and using polling to get the sentiment.
Developed the UX and reporting system for Sentiment Analysis of development conferences organized by Samsung showing various information during the conference.
Tech Involved :-NLP tools, Spring MVC, myBatis, Bootstrap, CSS, JQPlots

Aspiring minds

Research Intern

Jan 2014 – Jul 2014 · 6 mos · Gurgaon, India

Build a model which detects the run time complexity of codes based on their number of instructions.
Designed ranking scheme on basis of different levels of basic, advanced and edge cases for various problems.
Evaluated the stylistics features and assess candidate’s code on programming practices front.
Solved various bugs in the existing ranking product.
Added new coding problems to the dataset and redefined database schema.

Qualcomm

Software Developer(Intern)

May 2013 – Jul 2013 · 2 mos · Bengaluru Area, India

A software is developed according to PAC(Presentation Abstraction and Controller) architectural pattern which will analyze different sections like .bss, .txt sizes of object files and symbols in different modules of memory builds. Then the data is shown via gui in the hierarchical manner developed in java having all the features like searching, exporting etc. along with various graphical analysis like Pie Chart and Bar chart of Memory Map.