Led engineering teams while staying deeply hands-on. Owned major product initiatives end-to-end — from early brainstorming with product managers to shipping and monitoring in production. Reviewed thousands of pull requests across multiple teams.
Print-on-Demand Platform — Jiffy Custom
Built the system that lets customers design custom apparel in the browser and order it. This includes a Design Lab (a browser-based editor where customers place artwork on shirts, mugs, etc.), real-time preview rendering, mobile-responsive editing, and the full add-to-cart-to-fulfillment pipeline.
Fastest Delivery
Led a delivery optimization initiative that calculates the fastest possible delivery date for print orders based on print method, shipping options, and fulfillment location. This directly improved conversion by giving customers clear delivery expectations upfront.
Jiffy Designs — Digital Assets Marketplace
Built a platform where designers can upload and manage their artwork. Includes AI-powered tagging and metadata generation, importing from sources like Etsy and Google Drive, and a search experience backed by Elasticsearch. ai-powered
Dekeo & CrafterPay — Print on Demand Marketplace
Architected a full two-sided marketplace from scratch. Customers could find local designers by location and specialty, get quotes, chat in real-time, and place custom orders. Designers had portfolios, payment tracking, and order management. This was a large effort touching every layer of the stack.
Jiffy Transfers — DTF Sheets Marketplace
Lead a team that launched a marketplace from scratch, for DTF gang sheets. Customers could upload artwork, that gets enhanced and background-removed using AI pipeline, and gets sent as gangsheets to a printer network across USA. Fully automated fulfilment, and superfast delivery times. ai-pipeline
Multi-Supplier Order Orchestration
Pioneered the system that automatically routes orders to the right supplier (Alphabroder, S&S Activewear, Sanmar) based on inventory, cost, and delivery speed. Includes failover logic — if one supplier is out of stock, the system reassigns automatically. Also built "dark inventory" simulation to model what-if scenarios for warehouse allocation.
Dynamic Pricing & Sales Engine
Created a flexible pricing system with tiered pricing based on cart totals, parallel sale campaigns, and A/B testing to measure impact.
Jiffy Canada
Extended Jiffy to support multiple countries with localized pricing and tax rules — and launched Jiffy Canada.
3,200+ commits
4,800+ PRs reviewed
200+ releases
8 years
5amily.com
5amily (pronounced "family") was a personalized gifting store — shirts, mugs, and bags customized with people's names and interests. I was one of the earliest engineers and built most of the product.
- Built the entire e-commerce backend in Rails, with frontend iterations in Ember.js and later Riot.js. Integrated Stripe and PayPal for payments, built a coupon engine, upsell system, and shipment tracking
- Created a design system that could generate thousands of product variations from HTML templates based on a customer's name and passion (like "Sarah who loves Dogs"). Used SHA-based caching so the same design wouldn't be rendered twice
- Built a complete family tree platform — collaborative editing, tree merging, duplicate detection, permission controls, ancestor/descendant charts, and personalized family newsletters
- Developed an in-house email marketing platform
- Launched an in-house state of the art Facebook Ads automation engine with rule-based budget control, and a Messenger bot platform with conversation scripting
- Managed deployment on AWS (EC2, RDS, S3, CloudFront) and handled site performance optimization and SEO
