Problem: Marketing needed to launch high-converting, SEO-optimized landing pages instantly, but engineering was a bottleneck.

Architecture: Built a dynamic landing page generation engine leveraging Next.js API routes, Algolia, Cloudinary, and GitLab CI/CD.

Outcome: Empowered the business to deploy data-driven shopping experiences at scale without manual engineering intervention.

Problem: Interaction lag and slow page loads were hurting conversion on critical web funnels.

Architecture: Split the signup webpack bundle, removed blocking dependencies, and established a frozen performance baseline.

Outcome: Cut interaction lag (INP) by 94% and dropped signup LCP by 66%, exceeding the business goal. Built RUM regression alerting to ensure the fix stayed fixed.

Problem: Moving 962 files across 44 bundles from Material UI to a custom Radix/Tailwind system without breaking production.

Architecture: Built a suite of 12 custom CLI tools to automate the codebase transition, alongside a 60-component design system.

Outcome: Shipped the migration with 100% accuracy, creating a "Design to Production" pipeline that let PMs prototype directly into feature branches.