Projects and Case Studies

Hotel Ads Bidding System

2026

Designed and built a new Google Hotel Ads bidding system, adapting the architecture to platform constraints.

  • Concept to 3 live A/B tests as sole builder
BiddingSole builder
Skyscanner

Spend-Elasticity Targets

2026

Translated global spend-elasticity and return-on-ad-spend goals into market-level thresholds.

  • Adopted into reporting; reused by a paid-search bidding initiative
Marketing ScienceSole builder
Skyscanner

Seller AI Copilot

2025–26

Co-wrote the vision and PRD for a seller assistant, phased from RAG-based help to multi-agent listing management.

  • Multi-agent design with sub-agent, API and tool specs
AgentsProduct management
eBay

AI Listing Descriptions

2025

Customer-facing LLM that drafts listing descriptions for sellers in the US, UK and Germany, served on vLLM.

  • Owned the product in production with MLOps
  • Three regional models consolidated into one multilingual model
LLM EvalsMLOpsProduct management
eBay

Listing Descriptions: RAG Redesign

2025

Designed a RAG approach grounding descriptions in catalogue and manufacturer data; prototyped it offline.

  • PRD helped reopen the initiative
RAGProduct management
eBay

AI-powered Personalized Banner Copy

2025

LLM system writing personalised “Sell one like this” messages for customer groups across three markets.

  • LLM judge matched human reviewers at ~90% precision and recall
  • PRD to live A/B test in three months
LLM EvalsPrompt EnggHands-on builderSolution Architect
eBay

Intent Inference Prototype

2025

Multi-agent prototype that inferred a user's intent from their recent activity.

  • Won eBay's company-wide hackathon (~50 entries)
Agents
eBay

Best Price Items Campaign

2025

Model qualifying listings for a dedicated paid-marketing campaign through same- and similar-product comparisons.

  • +3.8% incremental GMB
Marketing ScienceTeam lead
eBay

Shopping Ads Similarity Search

2024–25

Similarity-search model for Product Listing Ads, after pivoting from a bidding model that showed no scalable gain.

  • +1.24% incremental GMB
RecsysTeam lead
eBay

Partner Network Recommendations

2024

Recommendation model for a new eBay Partner Network programme, taken through four iterations from pilot to MVP.

  • Zero production incidents; patent application accepted for filing
RecsysTeam lead
eBay

Promoted Offsite Ads

2022–23

Bidding science and architecture letting sellers promote their listings on Google, with one campaign per seller.

  • $53M incremental GMV, ~20k seller campaigns
BiddingSolution Architect
eBay

Paid-Marketing Intelligence

2021–23

Trending-products model for social ads, keyword sourcing for paid search and affiliate-feed curation.

  • Three marketing channels supported
Marketing ScienceTeam lead
eBay

Listing Title Rewrite

2022

Model rewriting listing titles across the whole Google Shopping feed, built on existing entity recognition.

  • +500K daily impressions
NLPTeam lead
eBay

Image Quality for Social Ads

2021–22

Technical and aesthetic image-quality models for product feeds on new social channels such as Pinterest and TikTok.

  • Scores used by marketers as campaign filters
Computer VisionTeam lead
eBay

Cancellation Forecast

2020

Rebuilt Finance's booking-cancellation forecast after COVID, with Finance, Product and Engineering.

  • Requirements to production release
ForecastingTech lead
Expedia Group

Google Hotel Ads Bidding

2015–20

Daily bids for ~500K hotels across 30 markets against a return target, from rules to prediction-driven bidding.

  • Co-developed prediction-driven bidding; built the optimisation layer
  • From 3rd–4th to a sustained top-two click share
BiddingTech leadHands-on builder
Expedia Group

Marketing ML Platform

2016–18

Moved hotel-ads bidding onto the company ML platform across four brands; added channels and migrated to AWS.

  • Parallel pipelines retired
MLOpsTech leadProduct owner
Expedia Group

Bayesian Experimentation

2017

Bayesian testing infrastructure for bidding experiments: sampling, evaluation and results analysis.

  • Later built into the marketing ML platform
ExperimentationHands-on builder
Expedia Group