• Led architectural migration of Ads reporting platform from REST/Redux to GraphQL + TanStack Query, eliminating ~2,900 lines of duplicated logic and redefining data access patterns across advertiser-facing surfaces.

• Architected and launched a type-safe Metrics Registry platform adopted across teams, enabling self-service metric contributions and reducing configuration complexity by 77%.

• Tech Lead for Pixel & Mobile Measurement launch, enabling advertiser conversion tracking across 180+ markets and generating €198K revenue in first 30 days.

• Authored and drove adoption of micro-frontend architecture across Ads surfaces, improving deployment velocity and platform standardization.

• Designed and implemented experimentation frameworks for reporting surfaces (~9K accounts per treatment), driving measurable engagement improvements.

• Led redesign of the checkout flow, adding guest checkout and PayPal integration to improve conversion.

• Built and iterated on A/B tests across the e-commerce stack using React/Redux, optimizing customer experience and purchase flow.

• Owned implementation and maintenance of core ad tech stack (GAM, GTM, VAST, MOAT, ComScore, Nielsen), ensuring reliable display and video monetization across Thrillist, The Dodo, NowThis, Seeker, and POPSUGAR.

• Migrated legacy sites to a Lerna monorepo with centralized design system (Storybook + InVision DSM), powered by GraphQL + Drupal CMS.

• Built custom ad units and high-impact site takeovers with JavaScript, GSAP, and ScrollMagic, delivering premium brand experiences across 13 media & entertainment properties.