The Challenge
Legacy batch feeds were causing multi-hour delays across Google Shopping, Meta, Snapchat and SEO. With suspension warnings escalating, £7M+ in monthly ad revenue was at risk.

My Role & Approach
I led the Intelligent Reach API transformation, managing connected initiatives in parallel. After identifying the systemic risk, I secured £40K emergency investment from leadership by demonstrating the commercial exposure and projected ROI. From there, I coordinated delivery across multiple backend services, sequencing releases to avoid conflicts with other major transformations such as a VM tool migration and TikTok Shop integration.

I delivered a migration to real-time API feeds, cutting latency by 95%, reducing update times from hours to minutes.
To ensure stability, I implemented a phased cut-over strategy with validation, partner alignment, and rollback safeguards.
Post-launch, I worked with Marketing and IT to fine-tune feed logic and reduce manual incident handling.

The Outcome
✓ £7M+ monthly ad revenue safeguarded
✓ Feed latency reduced from hours → minutes (~95% faster)
✓ 99% drop in pricing/stock mismatch complaints
✓ Strong ROI: £40K investment safeguarded £7M monthly stream
✓ Marketing gained agility to launch products and campaigns instantly

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