Aug 2020 – Mar 2024 · 3 yrs 7 mos · San Francisco, California, United States

• Internal marketing platform(Tech Lead): Updating the internal CashApp marketing platform for sending email, SMS, Push, In App to better support the marketing team by adding support for: Global suppression to measure marketing effectiveness, adding support for custom variables by connecting to internal centralized user databases, and editing campaigns.
• Campaign Engagement Reporting(Tech Lead): Build reporting framework for collecting and centralizing all engagement data for Cash App Messages.
• Customer Data Platform(CDP - Tech Lead): Implemented a centralized system for logging all customer data for all of CashApp. As part of the project responsible for the following:

Oct 2018 – Jul 2020 · 1 yr 9 mos

• Centralize user targeting (Tech lead): Worked on architecture and implementation of a centralized user database for targeting and analytics across multiple platforms.
• Attribution: Worked on migrating the attribution pipeline from Hive jobs to Spark which reduced job runtimes by more than 50% and improved testing coverage from almost 0 to almost 100%.

Jan 2012 – Apr 2018 · 6 yrs 3 mos

• Planner (Tech Lead): Worked on design and implementation of migrating impression reservation pipeline at Twitter.
• Audiences (Tech Lead): Lead for all custom and partner audience pipelines at Twitter. Migrated old offline pipelines to real time ones. Optimized all the data ingestion pipelines and automating data ingestion flows.
• Dynamic Product Ads (Tech Lead): Introduced dynamic product retargeting ads on Twitter. Designed the architecture, worked with teams across Twitter to create new targeting types, produce dataset for targeting product ads, change campaign form and reporting.
• Mobile App Promotion on Twitter Audience Network (Tech Lead): Lead the effort to extend Mobile App Promotion ads on to Twitter Audience Network. Increased QPS 5x while reducing cost of each request by half.
• Custom Audience List (Tech Lead): Lead the efforts to build Tailored Audience Lists for Twitter. Designed the end-to-end pipeline from data ingestion from partners, UI to allow advertisers to upload the data, match pipeline, campaign and ad serving changes.
• Offline Sales Impact (Tech Lead): Designed the project and worked with the external measurement partners to measure the sales lift provided by Twitter ads.
• Brand Surveys (Tech Lead): Worked on the pipeline to measure brand lift provided by using Twitter ads.
• Online ads click fraud detection pipeline

Mar 2011 – Jan 2012 · 10 mos

Jul 2007 – Mar 2011 · 3 yrs 8 mos

• Search Applications
• Allow users to create and apply fashion shopping profiles
• Improve Parts Finding experience on EBay Motors (Team Lead)
• Develop service to help users analyze listing ranks
• Develop service to expose EBay search functionality to developers
• Tracking user behavior on EBay
• Support and Enhance the MyMessage framework

Jun 2006 – May 2007 · 11 mos

• Built a web services based middleware platform that is format neutral and allows multicast and broadcast of data between automobiles and SAP Systems and designed real time performance analysis tools for the middleware system