Srinivas Njay

o Designed a detailed FSD for three major features as part of enhanced campaigns: Device Preference for Ads and Ad Extensions, Bid Adjustments for Location and Device Targets & Ad Extensions for Adgroups.

o Spearheaded planning, design, implementation and testing efforts in advertiser team made of 8 developers and 5 testers and also successfully coordinated these efforts across other cores like Delivery Engine, RnR, Reporting, Contextual and Editorial to ship all the features on time… Show more

o Designed a detailed FSD for three major features as part of enhanced campaigns: Device Preference for Ads and Ad Extensions, Bid Adjustments for Location and Device Targets & Ad Extensions for Adgroups.

o Spearheaded planning, design, implementation and testing efforts in advertiser team made of 8 developers and 5 testers and also successfully coordinated these efforts across other cores like Delivery Engine, RnR, Reporting, Contextual and Editorial to ship all the features on time with high quality. Show less

o Designed a detailed FSD for location ad extension v2, one of the innovative ad products using which advertisers can promote their businesses by attaching relevant business information to the ad. Location Ad Extension - v2 has significantly improved the ROI for retailers, overall task completion capabilities for end users and also made significant positive impact toward Bing Ads revenue.

o Successfully planned and executed one of the complicated migrations which involved migrating core… Show more

o Designed a detailed FSD for location ad extension v2, one of the innovative ad products using which advertisers can promote their businesses by attaching relevant business information to the ad. Location Ad Extension - v2 has significantly improved the ROI for retailers, overall task completion capabilities for end users and also made significant positive impact toward Bing Ads revenue.

o Successfully planned and executed one of the complicated migrations which involved migrating core entities like Accounts, Campaigns, Targets and Businesses. We surpassed the expectations by not only maintaining data integrity but also making sure the v2 users are all set to use the functionality from day one.

o Designed and successfully executed unique value proposition for Bing Ads developers by providing library functionality and APIs to update multiple location ad extensions in a single API call regardless of number of campaigns that it is associated to. This has played significant role in improving both flexibility and performance for developers.

o Evangelized the key benefits of location ad extensions and APIs to our key partners like Marin Software, Kenshoo and Adobe resulting in significant adoption rate.
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o Designed a detailed FSD on Sandbox, a testbed for developers which simulates the behavior of production APIs.

o Designed a simplified signup experience for developers to get started in less than 60 seconds.

o Coordinated the deliverables from a team of developers and tests across 8 cores to ship APIs on time with high quality.

o Designed a detailed FSD on throttling, which shields the services from malicious or unintentional burst of traffic.

o Designed a throttling mechanism where limits are adaptive to the system load and tied to the customers’ service level. As a result, there were zero live site issues and hence improved the reliability of the services significantly.

o Designed a detailed functional specifications document (FSD) to define the scope and set the direction for one of the first asynchronous services for Bing Ads API Platform.

o Designed the interfaces, object model and proposed an architecture for bulk asynchronous APIs using which developers can schedule large batches of operations and make use of system resources more efficiently. Bulk service has resulted in 10x performance improvement in Bing Ads Desktop tool.

o Coordinated… Show more

o Designed a detailed functional specifications document (FSD) to define the scope and set the direction for one of the first asynchronous services for Bing Ads API Platform.

o Designed the interfaces, object model and proposed an architecture for bulk asynchronous APIs using which developers can schedule large batches of operations and make use of system resources more efficiently. Bulk service has resulted in 10x performance improvement in Bing Ads Desktop tool.

o Coordinated the deliverables from a team of developers and tests across 3 cores to ship APIs on time with high quality.

o Designed and shipped analytics report to provide insights into customer usage and to enable proactive monitoring. Show less

o Designed a detailed FSD on device and operating system based targeting. The FSD even included API interfaces and data models.

o Designed and successfully implemented an update to Bing Ads Windows Phone App using C#.

o Designed and developed a network management tool to dynamically configure SBCs and extended the functionality to create, manage and execute network configuration scenarios using Java, webservices and XML.

o Designed and developed APIs for the net-net central platform to facilitate customers to develop webservices client.

Independent Study - Prof. Stephen S. Intille, Northeastern University

o Designed and developed vTrainer, the mobile app with engaging user experience to make strength training fun and addictive.

o Developed and optimized the activity detection algorithms to detect strength training activities more accurately.

o Developed and successfully integrated vTrainer with wearable accelerometers called Wockets, a MIT open source sensors for Real-Time Activity Recognition on Mobile… Show more

Independent Study - Prof. Stephen S. Intille, Northeastern University

o Designed and developed vTrainer, the mobile app with engaging user experience to make strength training fun and addictive.

o Developed and optimized the activity detection algorithms to detect strength training activities more accurately.

o Developed and successfully integrated vTrainer with wearable accelerometers called Wockets, a MIT open source sensors for Real-Time Activity Recognition on Mobile Phones. This gave us a unique advantage over most of the other apps as we could track user activity to provide valuable feedback just at the right time.
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o Designed and developed new enhancements for Quote Expert application for the client AT&T achieving zero defect log on every release using Delphi.

o Automated the complete process of updating Quote Expert database using Delphi on release of new rate plans.

o Analyzed the requirement document to propose UI, middle-tier and database design.

o Coded 60% out of 6000 lines of code using Java, JSP with Struts framework.

o Led and managed a team of eight peers developing Telecom Order
Processing system and won the Best Application Award among all the competing
projects at IBM training program.

o Designed and implemented an efficient algorithm based on Subset Distribution among Servers (SDS) to avoid single point of failure in Secure Group Communication.

o Calculated the efficiency of BDM against SDS and found that BDM is 20% efficient than SDS when there is less number of nodes in the network.

For Bing Ads, version 9 is one of the major update to the API platform to bring improved performance and very importantly a consistent platform experience across 7 different API endpoints.

I was responsible for campaign management endpoint, which consists more than 60% of the APIs leading to nearly 90% of overall traffic. Because of the breadth and importance of campaign management APIs, I was put in charge to oversee consistency and performance of all the endpoints in version… Show more

For Bing Ads, version 9 is one of the major update to the API platform to bring improved performance and very importantly a consistent platform experience across 7 different API endpoints.

I was responsible for campaign management endpoint, which consists more than 60% of the APIs leading to nearly 90% of overall traffic. Because of the breadth and importance of campaign management APIs, I was put in charge to oversee consistency and performance of all the endpoints in version 9.

Following are the major updates released as part of version 9 APIs:

•API optimizations to increase performance
•Advanced bid adjustment
•Introduction of partial errors
•Introduction of forward compatibility map
•Consistent naming conventions, error handling, throttling and API signatures for nearly 100+ APIs

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Research Assistant - Prof. Guevara Noubir, Northeastern University

o Designed and developed a portal for open router system on Facebook using PHP and Django framework.

o Created a custom firmware for routers in order to support open router system using OpenWrt infrastructure and C.

o Improved the performance of OpenWrt Image Builder to generate firmware image in few seconds.