Balamurugan Sethuraman

• Lead architecture design, enhancing system performance and scalability, ensuring robust solutions.
• Monitored and tested application performance to identify potential bottlenecks, develop solutions and collaborate with developers on solution implementation.
• Fostered seamless cross-functional teamwork, driving innovative solutions and consistently meeting project milestones.
• Conducted in-depth analysis of client requirements, delivering tailored solutions that significantly improved satisfaction rates.
• Analyze complex data sets to identify key trends, providing actionable insights that inform strategic decision-making and boost operational efficiency.
• Wrote and maintained custom scripts to increase system efficiency and performance time.
• Participated in system development life cycle from requirements analysis through system implementation.
• Self-motivated, with a strong sense of personal responsibility.
• Worked effectively in fast-paced environments.
• Learned and adapted quickly to new technology and software applications.
• Excellent communication skills, both verbal and written.
• Demonstrated a high level of initiative and creativity while tackling difficult tasks.
• Passionate about learning and committed to continual improvement.
• Resolved problems, improved operations and provided exceptional service.

Key Achievements:

• Led Development of Comprehensive B2B eCommerce Ecosystem: Architected and developed a robust eCommerce platform for a major client in the custom team uniform industry, resulting in a significant increase in business revenue.
• Mastered HCL Commerce and Other Platforms: Expert in HCL Commerce, with hands-on experience in Hybris and Shopify, enabling efficient and scalable eCommerce solutions.
• Innovative 3D Product Customization Tool: Developed a cutting-edge 3D product customization tool using Angular, Three.js, Fabric.js, and Konva.js, enhancing user experience by providing live visualizations of customizations.
• Created Web-to-Print (W2P) System: Successfully replaced Adobe Scene7 with a custom-built W2P system, ensuring continuity and improvement in custom printing capabilities post-Scene7’s sunset.
• Developed Plugin Capability for Custom 3D Builder: Implemented a versatile plugin system for the 3D customization tool, enabling seamless integration into clients’ websites with minimal technological overhead. This solution significantly expanded client reach and contributed to a substantial increase in their sales.
• Developed Datafeed and API System: Implemented a datafeed and API system to facilitate real-time product data synchronization and integration with client systems, including inventory, shipping, and order management.
• Designed Custom PIM System: Architected and deployed a Product Information Management (PIM) system based on event-driven architecture, streamlining product details and pricing management for the marketing team.
• Complex System Integrations: Engineered major integrations with ERP systems (M3 Infor), payment gateways, tax services, shipping providers, Google Analytics, and external search systems.
• Cross-Functional Collaboration: Worked closely with Sales, Marketing, Operations, Customer Service, and IT teams to identify pain points and deliver effective solutions tailored to their needs.
• Problem Solver with Proven Track Record: Successfully resolved several critical production issues within tight timelines, ensuring minimal disruption and maintaining system integrity.
• Led a 25-Member Team: Directed a cross-functional team of 25 members, overseeing technology and solution development to ensure alignment with project goals and successful delivery of complex solutions.

• Migrated eCommerce System to AWS: Successfully transitioned an on-premises eCommerce platform to AWS cloud, ensuring scalability and enhanced performance.
• Unified Brand Websites: Designed and developed a technical solution to merge multiple brand websites into a single platform, significantly improving operational efficiency.
• Customer Migration: Seamlessly migrated customers from various websites to a unified platform, ensuring secure password encoding and smooth login transitions.
• Payment Integration: Integrated PayPal payment systems into the eCommerce platform, enhancing payment processing capabilities.
• SOLR Search Customization: Conducted deep customizations on SOLR search to meet specific client requirements for various search criteria.
• Search Spring Integration: Integrated Search Spring with the eCommerce platform to enhance search functionality and relevance.
• B2B Pricing Model: Designed and implemented a complex pricing model to accommodate varied pricing structures for B2B customers.
• Vendor Plugin Development: Developed a plugin to enable external vendors to embed eCommerce products into their websites.
• ERP System Integration: Integrated Cloud M3 Infor ERP system with the eCommerce platform to streamline business processes.
• Magento to HCL Commerce Migration: Led the migration of an eCommerce application from Magento to HCL Commerce V9.
• Shopify Integration: Integrated custom products with Shopify to expand the eCommerce ecosystem.
• Development Team Collaboration: Worked closely with the development team to resolve issues, conduct code reviews, and ensure adherence to coding standards.
• Automated Testing: Collaborated with the automation testing team to automate regression and critical path testing, enhancing overall software quality.
• Load Testing Implementation: Established a process for performing load tests on applications before and after code deployments to production, ensuring stability and performance.
• Custom S3 Browser Development: Designed and developed a custom S3 browser with features for file searching, folder bookmarking, and bulk file downloads, improving the efficiency of the production team.
• Node.js Image Manipulation Service: Developed a custom Node.js application for image resizing, background removal, and optimization, deployed as an AWS Lambda service.
• Extensive Subsystem Development: Led development efforts across various subsystems including catalog, membership, order, and promotions in HCL Commerce.
• Jira Workflow Integration: Worked extensively on integrating Jira workflows for custom product proofing, approval, and manufacturing processes. Utilized Jira webhooks and APIs to establish effective communication between the eCommerce system and Jira, streamlining project management and workflow automation.
• Team Leadership: Led a team of 15 members through the end-to-end execution of complex projects, ensuring successful delivery, coordination, and adherence to project goals and timelines.

• IBM WebSphere Commerce Development: Developed and maintained catalog, member, and order modules for IBM WebSphere Commerce B2B websites for U.S. clients.
• External Integration: Integrated Cybersource payment gateway, Websphere MQ, Taxware, Avalara, Google Analytics, Klaviyo email marketing, Sterling OMS, Sterling Configurator, Visual Modeler into the eCommerce platform.
• Marketplace Plugin Development: Created a custom plugin for IBM WebSphere Commerce to push product catalog data to marketplaces like Amazon and Walmart, and process orders from these platforms.
• Hybris Platform Experience: Worked on both B2C and B2B websites using SAP Hybris.
• Voice-Assisted Shopping Integration: Developed an integration between IBM Watson Commerce and IBM WebSphere Commerce to assist visually challenged users with voice commands for shopping. Utilized voice-to-text and text-to-voice APIs for interaction.
• Production Support: Provided extensive production support at SEV1, SEV2, and SEV3 levels for multiple eCommerce applications.
• Fit-Gap Analysis: Conducted fit-gap analysis for clients migrating from Magento to IBM WebSphere Commerce.
• REST API Development: Developed REST APIs for effective interaction with SOLR search indexes.
• Review Systems Integration: Integrated Bazaarvoice and Yotpo for reviews and ratings.
• Performance Optimization: Improved performance using dynamic caching (DynaCache) and effective cache invalidation.
• Custom Scheduler Creation: Created custom schedulers in IBM WebSphere Commerce to generate Jira tickets based on specific conditions.
• Custom REST Services: Developed custom REST services to read and store data within IBM WebSphere Commerce.
• Frontend Development: Extensively developed eCommerce webpages from scratch using JSP, HTML, CSS, JavaScript, jQuery, and Bootstrap, based on provided designs.
• SEO Optimization: Managed SEO URL creation and optimization to enhance search engine visibility. Implemented best practices for SEO to improve the site's ranking and searchability.

• Headless IBM Websphere Commerce B2C Website: Development of a B2C e-commerce site for one of Dubai's largest car retailers, using headless architecture integrating IBM Websphere Portal for the front end and custom backend services.
• Custom REST Services: Acquired proficiency in IBM Websphere Commerce rapidly and undertook complex development tasks including custom REST service creation.
• Web Development: Utilized JSP, HTML, CSS, JavaScript, Dojo, jQuery, and Bootstrap to design and develop webpages.
• Arabic Language Support: Addressed multi-language site requirements, including Arabic. Developed custom SOLR connectors to handle Arabic content, including parsing, tokenizing, and indexing Arabic words for accurate search functionality. Resolved critical encoding issues using UTF-8 and adjusted front-end layouts to support right-to-left text alignment.
• Responsive Design & End-to-End Implementation: Worked on responsive web design and end-to-end implementation of IBM Websphere Commerce for a leading home electronics retailer in Dubai, handling all major modules of the platform.