Senior Frontend Engineer — Smartly.io
Nov 2022 – PresentOwn the frontend for Feeds & Catalogs on Meta and other high-value channels (Pinterest, TikTok, Snapchat, Reddit, Google), powering product-catalog advertising for enterprise advertisers.
Platform & Product
- Implemented Pinterest and Reddit as new channels end-to-end, including catalog setup, feed field mapping, image templates and Pinterest multi-image templates; delivered as MDF lead, ahead of schedule
- Led the migration from component-based to config-driven channel support, cutting new-channel integration time by 28% and removing per-channel UI duplication
- Built LiquidJS-based feed mapping, improving feed processing success and page load speed
- Built the Catalog Activity Log and catalog health metrics, letting customers trace processing runs and self-diagnose failing feeds (~35% fewer related support requests)
- Led Segment event instrumentation for catalog and feed monitoring, following the tracking plan to measure adoption and funnel completion
Quality & Developer Experience
- Led Playwright E2E coverage across Meta, Pinterest, TikTok, Snapchat, Reddit and Automation Feed, covering full CRUD workflows and critical customer journeys; reduced regression-related customer issues by ~60–70% (Intercom conversations, CSM escalations)
- Led the migration from the legacy design system to accessibility-first components, and the modernisation of legacy class components into function components, with WCAG-aligned keyboard navigation and screen reader validation, enabling user-centric tests that query the UI by role and label and survive refactors
- Shifted the test strategy to user-centric integration tests, replacing module mocks with network-level mocking (MSW) and seeded, OpenAPI-typed fixtures, so tests exercise real components as users do; introduced Storybook on the same mocks
- Contributed to the Jest-to-Vitest migration in a pnpm and Turborepo monorepo: faster feedback loops, native ESM/TypeScript support and simpler test setup
Technical Leadership
- Led API contract design with backend teams (OpenAPI-first, generated typed clients), moving business logic from the frontend to the backend
- Led product reviews with design on feasibility, edge cases and empty, loading and error states
- Planned and pulled tech-debt work into sprints, balancing maintainability with feature delivery
- Mentored engineers through code review on composition over prop-driven APIs, self-contained components, state colocation, user-centric testing, server/UI state separation, URL-driven deep linking, Error Boundary + Suspense, layout-shift-free loading, optimistic updates, defensive programming and runtime API validation
- Drove AI-assisted development in the team: wrote agent rules and reusable skills (Cursor, Codex CLI) that encode our architecture, testing conventions and migration playbooks, used AI for first-pass code reviews, and connected Jira and Slack through MCP so agents work directly from tickets and threads, while keeping engineers accountable for review and verification