Major Projects

(2022-2023): Led the design and development of a skew detection system for TensorFlow models, improving model quality and saving over 100 SWE hours weekly by streamlining workflows across multiple teams.

(2020-2021): Launched global conversion count-only reporting (major product milestone), increasing Ads-spend coverage by 20% and enhancing product robustness with complex model fallback scenarios.

(2018-2021): Developed a web-scale weekly pipeline to identify and onboard new advertisers, reducing onboarding time from six months to a week. About 50% of Store Sales advertisers are directly identified or impacted by pipeline outputs.

(2017-2018): Built propensity score-based models for calculating incremental sales lift in online-to-offline attribution, overcoming legal/privacy challenges.

Souq.com is the largest e-commerce company in the Middle-East region. My task in Affiliates team involved creating a scalable tech backend helping affiliates with innovative marketing tools, performance reports and payment solutions.

Awarded Excellence in Performance Award for year 2015 for developing Souq Affiliate project.