Building systems that connect data, technology, and real‑world outcomes.
I design and build large-scale measurement and analytics platforms and write about the systems, ideas, and trade-offs along the way.
I build systems. I think in systems. I explore systems.
I'm a Data Engineer with seven years building large-scale measurement and analytics platforms, spanning retail media, advertising, telecom, pharma, and public health research.
I enjoy problems where business, technology, and human behavior intersect. The messiest ones, the kind that span teams, disciplines, and systems, are the ones I find most interesting.
Outside of work, I write about technology, read widely, and think about what it means to build things that matter. Working toward technology leadership and, eventually, building something of my own.
Six companies, seven years. Here's what I built at each.
Measurement and data platforms. From national telecom to Canada's largest retail media network.
TextNow
Apr 2026 - present · WaterlooLoblaw Digital
Mar 2024 - Apr 2026 · TorontoShyftLabs
May 2023 - Mar 2024 · TorontoUbiLab · University of Waterloo
Jul 2022 - Oct 2023 · WaterlooZS Associates
May - Dec 2021 · GurugramBharti Airtel
Jun 2019 - May 2021 · GurgaonThings worth showing.
Research and side projects. Click any to peek at a preview.
Ideas I think about out loud.
All writing →AI Literacy or AI Theatre?
Organizations measure AI adoption through dashboards and usage metrics — but experienced practitioners write one detailed system prompt and get it done. High prompt volume is not a signal of competency.
Don't Aim for the Stars
Every idea seems taken. The gaps are closing. So what's left for us? A reflection on ambition, the cost of easy validation, and why the horizon beats the stars.
Born AI-First vs. Bolted-On Later: Which Codebase Actually Wins?
Greenfield AI projects ship fast but abstract away edge cases. Legacy codebases have context but create review bottlenecks. Neither pure approach wins — here is what actually works.
What I'm doing right now.
Let's build something interesting.
Data systems, AI infrastructure, a project collaboration, or just an interesting idea. I'm always up for a good conversation.
