About Me

Built and scaled localized, personalized end-page experiences, driving a ~25% uplift in sign-ups across key acquisition flows.
Architected a backend-driven frontend integrated with multiple microservices, enabling 30+ configurable end-page variants at scale.
Improved mobile UX across 30+ dynamic, region-aware end pages, increasing mobile engagement and conversion.
Reduced initial load time by ~35% through lazy loading and code splitting, supporting 33M+ monthly unique visitors.
Led knowledge-sharing and authored frontend documentation, standardizing testing practices with Jest and Storybook

Optimized React/Next.js features with dynamic routing and SSR, improving page load performance and Lighthouse scores by ~20% across key landing flows.
Implemented a dynamic student enquiry workflow with client-side caching and state persistence, driving a ~25% increase in completed submissions and higher-quality student data.
Partnered with designers and backend engineers to ship 15+ reusable, scalable UI components, accelerating feature delivery across multiple product surfaces.
Enforced frontend best practices through code reviews and standards, reducing production UI defects by ~30% and improving code consistency.

Built responsive, data-driven UIs for real-time ad auction platforms, powering bid analytics and floor pricing dashboards handling high-frequency updates across thousands of daily events.
Collaborated with backend teams to integrate auction logic, contextual targeting, and first-party data into low latency, high-performance dashboards used by internal and partner teams.
Improved ad performance and publisher revenue by ~15–20% through optimized header bidding flows and support for cookie-less identity enrichment initiatives

Built responsive web and kiosk booking UIs enabling real-time scheduling and availability updates for sports complexes for Client.
Developed a vendor-facing system with live slot availability, dynamic pricing, and court mirroring across 4 regions (Malaysia, Singapore, Indonesia, Australia) for Client.
Created a unified admin dashboard to manage academies, merchants, coaches, students, and programs, supporting state-heavy scheduling workflows for Client.
Implemented dynamic schedulers, configurable pricing, coupons, and automated booking flows to handle multi facility, concurrent bookings.
Built reusable React components with CSS and collaborated cross-functionally to deliver scalable, low latency UI systems.