Frontend Lead

Sella

Sella

At Sella, I served as Frontend Lead, driving frontend architecture decisions and building critical operational features for the logistics platform.

I led the migration from a legacy Rails monolith to a modern Next.js frontend with Rails 7 API, significantly improving performance and developer experience.

Key Achievements

  • Led frontend architecture, web UI, and backend systems
  • Built Priority-Based Work Assignment System for hub operations (1,139 insertions)
  • Developed Territory-Based Promotions for geographic promo code assignment
  • Implemented SMS Reservation Confirmation notification system
  • Created Hub Settings & Emergency Contacts operational management features
  • Built Return Orders UI for customer order creation and management
  • Led Next.js SSR architecture improving performance and SEO
  • Implemented A/B testing funnels enabling data-driven product decisions

Technologies Used

  • Next.js
  • React
  • TypeScript
  • Rails 7
  • REST APIs
  • PostgreSQL
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