Overview
The Branding Club is a brand content and SKU generation SaaS. I joined as the Head of Engineering and built the company's entire technical foundation — establishing a 20-member cross-functional team (Engineering, QA, DevOps) from zero and architecting Brandhub, the core product: a high-throughput microservices platform capable of generating 100,000 SKUs per batch with AI-powered content at its core.
The Challenge
The product needed to process massive volumes of product data and generate high-quality brand content at scale — 100,000 SKUs per batch — without sacrificing speed or consistency. A naive LLM-per-request approach would be too slow and too expensive. The architecture needed multiprocessing, intelligent queuing, and an LLM evaluation layer to maintain output quality across all AI workloads.
What I Built
Established and scaled a 20-member cross-functional team (Engineering, QA, DevOps) from zero — driving hiring pipelines, engineering culture, onboarding, and technical standards.
Architected Brandhub's core microservices platform: multiprocessing workers, multithreaded queuing, and database sharding to sustain 100,000 read/write ops/second and generate 100,000 SKUs per batch.
Designed the AI content and SKU generation layer using RAG pipelines and LLM APIs (GPT-4, Claude) — cutting manual content production effort by 70% vs the previous workflow.
Introduced LLM evaluation and observability tooling (Helicone, LangSmith) to monitor output quality, reduce hallucinations, and optimise token costs across all AI workloads.
Built the multi-tenant SaaS architecture on Django — per-tenant data isolation, JWT-scoped API access, Stripe subscription billing, and a role-based admin portal.
Deployed on AWS (EC2 Auto Scaling, RDS PostgreSQL, ElastiCache Redis, S3, CloudFront) with Kubernetes orchestration and GitHub Actions CI/CD.
Tech Stack
AI / LLM
Backend
Frontend
Infrastructure