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Datagran

Front-End Lead

( – )
Datagran platform

Led the front-end modernization of a fast-growing MarTech platform, transforming a legacy system into a scalable, component-based architecture using React and TypeScript. Contributed to the evolution of an AI-powered platform for marketing automation, data unification, and campaign optimization.

# React.js
# TypeScript
# Redux
# Redux Sagas
# D3.js
# Styled Components
# JavaScript
# Semantic HTML & CSS
# SASS
# Git
# Github
# Scrum
# Team Leadership
# GCP
# jQuery
# React Router
# Jest
# Storybook
# Cypress
# CI/CD
# Testing
# Developer Experience (DX)
# Code Quality
# Performance Optimization
# Yup
# ESLint
# Sentry
# Highcharts
# Formik

Modernizing Front-End Architecture for a Disruptive AI MarTech Platform

Between December 2018 and January 2020, I worked as Front End Lead at Datagran, a fast-scaling MarTech startup backed by top-tier investors and serving global clients such as Rappi, Subway, and Telefonica. My role centered on leading the migration of a jQuery-based platform to a modern, maintainable React ecosystem, while collaborating with cross-functional teams to accelerate product delivery and enhance UI/UX standards.

🚀 End-to-End Front-End Revamp

I oversaw the progressive migration of a complex front-end codebase from jQuery to a fully componentized architecture built in React and TypeScript, managing legacy coexistence while ensuring seamless rollout of new features. This initiative significantly improved performance, stability, and developer productivity.

📈 Key Results Included

  • 🔄 Reduced bug incidence by 30% through the implementation of typed components and modular code organization in React + TypeScript.
  • 🔧 Led a team of front-end developers, establishing reusable component libraries and introducing scalable design systems based on Atomic Design.
  • 📊 Implemented advanced data visualizations using D3.js, enabling real-time insights from ML-driven models for enterprise clients.
  • 🧩 Collaborated with back-end and data science teams to deliver seamless interfaces and interactive dashboards powered by real-time analytics.

🧠 Business & Platform Context

At the time, Datagran was positioning itself as an AI-powered, all-in-one marketing solution. The platform combined machine learning, campaign automation, creative production, and data unification into a single ecosystem:

  • Data Unification: Aggregated customer data from platforms like Google Analytics, Facebook Ads, and CRMs into a centralized intelligence layer.
  • AI-Driven Optimization: Used proprietary ML models to optimize ad spend, predict churn, and automate decision-making across marketing operations.
  • Creative Integration: Merged insights with a low-cost creative production arm to deliver personalized assets aligned with campaign performance.
  • Self-Service Ad Management: Enabled marketers to manage campaigns through tools like adOptimizer without relying on external agencies.

💡 Project Spotlight

  • Platform Migration: Led the architectural redesign and hands-on development of the new platform UI, implementing best practices in accessibility, performance, and testability.
  • Ad Optimization Dashboard: Built modular and highly interactive dashboards for campaign tracking, powered by real-time ML insights and user segmentation tools.
  • Cross-Team Enablement: Established shared libraries and design tokens that accelerated feature delivery across teams while maintaining visual and functional consistency.

My experience at Datagran gave me the opportunity to lead a critical transformation within a high-stakes, fast-moving startup environment. It also sharpened my ability to drive large-scale migrations, work alongside data science teams, and bring structure to front-end systems serving AI-enabled products.

If you’re curious about front-end modernization in data-heavy environments or the architecture behind AI-driven SaaS platforms, feel free to connect with me on LinkedIn.