Marketing Analytics Platform - Multi-touch Attribution

Joining as architect

In 2012, Convertro wanted to take the MVP built during the founding of the company and reimagine it as a product that could scale to millions of dollars in monthly-recurring revenue. Convertro needed someone who could handle both the architectural design requirements and the technical implementation, and I joined to fulfill that need.

Building the SaaS dashboard

After joining Convertro, I spent a few weeks understanding the market space and direction, and deep-diving on the existing product. With that knowledge in hand, I began architecting a new solution using SaaS principles. I used Django in the middle tier to provide an API layer that the front-end (built using BackboneJS) could feed from. Django also provided an admin console that I customized to allow non-technical team members to contribute to the content management aspects of the product.

I also introduced Highcharts with a custom-built layer on top that allowed Product Managers to create dashboards for new products with minimal technical oversight.

Growing the engineering team

Over the next six years, I grew the engineering team working on the dashboard to 6 members and helped teach and manage their tasks as a team lead and Director of UI Development and Interaction Design. Towards the end of the contract, I also introduced React components to replace the navigation bar and began migrating away from CoffeeScript to native ES6.