# Danish Rehman > Staff Backend Engineer at Attentive | Python | NodeJS | Java Location: San Bruno, California, United States Profile: https://flows.cv/danishrehman Technical Lead with over 10+ years of expertise in the Ads and SaaS sectors, specializing in crafting and scaling high-performance, cutting-edge tech products. Skilled in solution design, architecture and providing mentorship. ## Work Experience ### Staff Software Engineer @ Attentive Jan 2024 – Present | San Francisco, California, United States * Led a 0→1 org-wide effort across 10+ engineers to build an user intent-based marketing messaging product with LLM personalization, reaching $10M ARR in its first year. * Spearheaded an org-wide, multi-quarter AI initiative to launch Attentive’s first real-time ML serving system for message-level ROI and opt-out prediction, delivering $8M+ in projected annual impact. *Delivered dynamic high-volume coupon generation (up to 1M codes per client), eliminating manual CSV workflows and saving 100+ client hours/month, while partnering with 2+ cross-functional teams to close a major competitive gap. * Led a cross-functional initiative across 4+ teams to improve system scalability, reliability, and fault tolerance, achieving 99.99% availability, supporting 10K QPS, and scaling to 1.5M messages/day during a successful BFCM ### Staff Software Engineer @ Aspire Jan 2019 – Jan 2023 | San Francisco, California, United States Joined as the third founding engineer, helped in building an e-commerce marketing platform from the ground up (0-1) and ultimately scaling the product(1-N) to achieve multi million ARR. * Architected and implemented the messaging-as-a-service facilitating communication for multiple brand users using distributed systems processing over 1 million messages daily while maintaining a 99.99% reliability rate. * Led 2+ teams in the development of a workflow product that orchestrated and streamlined campaign-critical tasks. This initiative not only helped scale the number of campaigns tenfold but also reduced campaign completion time by 30%.. * Designed and implemented automation-as-a-service platform, streamlining custom workflows which reduced manual interventions by 60% when collaborating with a creator in a campaign. Worked closely cross teams to identify and automate key touch points. * Developed the shared message inbox product, a feature that was collaboratively implemented across two teams. This allowed multiple users to access and manage a common email address, facilitating the brand to delegate and work more efficiently at scale. Resulted in 30% increase of communication volume and a 50% faster response time. * Established a culture of observability using Datadog APM throughout the engineering organization. Set and enforced SLOs for mission critical API, ensuring consistent SLA compliance. This led to a reduction in P1 bug resolution time from 10 days to 3 days ### Senior Software Engineer @ Aspire Jan 2018 – Jan 2019 | San Francisco, California, United States Served as the third engineering hire at Aspire. ### Senior Software Engineer @ Criteo Jan 2016 – Jan 2018 | Palo alto * Achieved annual cost savings of $2 million by meticulously planning and executing a 12-month migration of a recently acquired company's infrastructure serving 100K QPS from AWS to proprietary data centers. Maintaining the high availability of 99.999% when migrating live traffic. * Architected and implemented reporting platform tailored for time-sensitive data, achieving high-throughput of 40K QPS. Implemented using worker nodes that execute data rollup tasks and persist results in Cassandra which is later consumed by the reporting service. ### Software Engineer @ BrightRoll Jan 2015 – Jan 2016 | San Francisco *Engineered an in-memory, lock-free data structure (Urcu - linux lockfree datastructure) for the 'User Mapping System'—a platform that aligns user identifiers across various systems. This enhancement achieved a 500% reduction in datastore load. * Designed and implemented a 'Cookie Matching Server', adept at synchronizing user identifiers across ad platforms, managing a 60K QPS. This server streamlines targeted advertising by bridging communication gaps in the ad tech ecosystem. * Designed a modular rate limiting solution utilizing the token bucket algorithm, enabling granular rate-limiting per partner, per thread. Achieved efficient rate-limiting performance at 10K QPS. ### Software Engineer Intern @ OpenMail Jan 2015 – Jan 2015 | Los Angeles Full stack engineer. ### Software Developer Intern @ BrightRoll Jan 2014 – Jan 2014 | San Francisco Worked as an intern in the Ad Serving Platform team. It involves building highly fault-tolerant, distributed service architecture serving over thirteen billion ads per month internationally. The tools for the job is expert level C programming and intimate knowledge of HTTP protocol. ### Full Stack Python Developer @ Goibibo Jan 2010 – Jan 2013 Worked as a software engineer with task to build system and architecture to optimize and boost the performance of already existent modules. *Engineered an 'Adaptive Expiry aAlgorithm for Memcached', enhancing cached data management and propelling the hit rate from 28% to 58%. * Developed a 'MongoDB-driven monitoring system' for critical logs, designed to issue real-time alerts, resulting in the resolution of 80% of critical logs within the initial hour. * Integrated Pybloomfilter to optimize API interactions with external vendors, successfully reducing external API calls by 50%. ## Education ### Master of Science (M.S.) in Computer Science University of Southern California Jan 2013 – Jan 2015 ## Contact & Social - LinkedIn: https://linkedin.com/in/danfazalr - Website: https://bibiboot.github.io/ --- Source: https://flows.cv/danishrehman JSON Resume: https://flows.cv/danishrehman/resume.json Last updated: 2026-03-23