eCommerce ad SaaS: from scattered campaigns to 4 formats in 1 tool.
An ad management and automation platform for eCommerce businesses. A centralized dashboard enabling merchants to create, manage, and optimize advertising campaigns across multiple ad formats (targeted, banner, native, video) from a single interface — reducing manual ad management overhead and consolidating fragmented workflows. Delivered by the core team that today operates as Reliqio, through a direct client engagement sourced via Upwork. Phase 1 successfully delivered ahead of schedule. Client paused further development to reallocate resources to core business operations.
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Challenge.
Business Challenge: A Miami-based eCommerce business was hemorrhaging resources on ad management. Rising ad costs, intensified competition, and countless hours spent manually managing campaigns across multiple ad formats were draining both budget and focus. Revenue could no longer justify the investment, and the business was approaching a breaking point. They needed a centralized tool to automate and simplify advertising across targeted, banner, native, and video ads — giving them back time and control.
Technical Challenge: The client came with a rough idea and no technical plan. The entire platform needed to be architected from scratch — UX/UI design, frontend architecture, and integration with multiple third-party ad APIs, each with different data formats and authentication models. Additionally, no modern design tooling was available (pre-Figma era), requiring all design work to be done in Photoshop. The backend used a mixed database strategy (MongoDB + Cassandra), adding integration complexity on the frontend.
Leadership / Team Challenge: A team of three — with the client doubling as the backend developer. Midway through development, the client's attention shifted to running their eCommerce business, creating a bottleneck on backend deliverables. The frontend had to evolve to compensate — emulating backend processes, creating independent solutions to bypass dependencies, and effectively becoming the core of the platform rather than just the interface layer.
Solution.
Took full ownership of frontend architecture, UX/UI design, and technical implementation. Built the platform from scratch using TypeScript and Angular following Agile/Scrum methodology over three intense months. Designed the UI iteratively in Photoshop based on client feedback cycles. Integrated multiple third-party ad APIs to consolidate campaign management into a single dashboard. When the client's backend availability dropped, adapted by shifting more logic to the frontend — emulating backend processes and creating independent solutions to maintain velocity. Delivered Phase 1 functionalities two weeks ahead of schedule.
