LOOP

About the Project

Full-stack development on Loop—Loblaw Digital's next-generation advertising platform enabling consumer brands to plan, execute, and optimize campaigns across InStore, Onsite, and Offsite channels. I architected and shipped core platform features end-to-end, collaborating closely with Product, Design, and Backend teams. Key contributions include: • Creative Assets System — Designed and built the creative upload infrastructure, integrating with backend APIs to enable asset management across all advertising channels. This system became the standard for creative workflows platform-wide. • Media Buy Campaign Builder — Architected the Line Items page for budget allocation across channels, including form validation, donut chart visualization, and reusable list components adopted by other entity types (Tactics, Creatives). • Notifications Management — Built a full-page notification system replacing the existing sidebar modal, with advanced filtering, read/unread state management, and real-time UI updates. • Shoppable Display Enablement — Led the frontend delivery for a new advertising channel—decomposed requirements into 20+ tickets, defined API contracts with backend teams, and coordinated delivery ahead of schedule. • Targets & Bids — Developed the complete targeting page supporting Opt In and Opt Out flows, including form engine integration and component migration from the legacy platform.