Alfred Choi— Principal Frontend Engineer
Alfred Choi / Portfolio / 2015 — 2026

Building web applications
that are fast, scalable,
and solve real problems.

RoleTechnical Lead specializing in frontend
BasedToronto, ON — open to remote
FocusPerformance, scalability, business impact
CurrentlyPrincipal Front End Engineer at Shoptravel, building a new Canadian travel platform
01 / Selected work

Projects that shipped, performed,
and moved the needle.

Four representative projects across design systems, performance, real-time UI, and internal tooling.

02 / Experience

Over a decade of high-impact engineering
across startups and enterprise platforms.

Roles in reverse-chronological order. Full résumé available on request.

2024 — Now
ShoptravelToronto
Principal Front End EngineerNov 2024 – Present
  • Leading end-to-end development of a travel e-commerce platform (hotels, flights, packages), architecting a Next.js web application and a React Native (Expo) mobile app in a shared monorepo from the ground up
  • Built and lead a team of 4 frontend engineers, setting technical direction, conducting systematic code reviews, and mentoring developers to maintain high standards across the codebase
  • Translate high-level strategic direction from Senior Leadership into well-scoped, actionable units of work, enabling the team to deliver incrementally with clear priorities
  • Serve as the key liaison between UX and Backend teams, defining feature scope and negotiating design trade-offs informed by upstream API constraints to ensure feasible, user-centered solutions
  • Partnered with Marketing to implement API-triggered email campaigns in Braze, execute an SEO strategy (structured data, metadata optimization, sitemap generation), and integrate Google Analytics tracking to support data-driven decision-making
  • Established performance and quality baselines ahead of launch, achieving Lighthouse scores of 93 (Performance), 83 (Accessibility), 96 (Best Practices), and 100 (SEO)
2020 — 2024
Amazon AdvertisingToronto
Senior Front End EngineerJan 2024 – Nov 2024
  • Led a team of 6 engineers to unify the global navigation experience across federated applications in Advertising Portal
  • Drove technical direction for front-end architecture through prototyping and drafting technical design documents (SSR and Web Components)
  • Assisted leadership in roadmap planning, resource allocation, and delivery estimations for the upcoming year
  • Contributed to hiring by conducting technical and behavioral interviews, helping grow the team with strong candidates
  • Coached Front End Engineers and interns through code and design reviews, 1:1s, and pair programming
Front End Engineer IIMay 2020 – Jan 2024
  • Led redevelopment of the navigation system for Advertising Console's rebranding, achieving a 50% reduction in page load latency, 15% reduction in bundle size, and 13-point increase in Lighthouse score
  • Designed and implemented an introduction widgets system in Advertising Console to guide customers through newly launched features
  • Streamlined sprint ceremonies as Scrum Master, reducing the number of planning meetings by 50% while maintaining delivery velocity
  • Facilitated hardware planning across five teams to ensure applications were properly scaled for high-impact events within budget
2017 — 2020
TELUS CommunicationsToronto
Technical Lead (My TELUS)Oct 2019 – May 2020
  • Led multiple teams through the transformation of the My TELUS monolithic PHP application to a React/Node.js microservice architecture, resulting in an 85% decrease in traffic to the legacy system
  • Drove cross-functional technical direction with architects and developers; optimized the stack to reduce code complexity and duplication
  • Improved API performance by collaborating with backend partners to identify and address slow service calls
Technical Team LeadJul 2018 – Oct 2019
  • Led development for the introduction of Peace of Mind Plans and Device Financing in My TELUS, collaborating across TELUS Digital to build shared applications and reduce fragmentation
  • Mentored junior and intermediate developers through pair programming, whiteboarding sessions, and code reviews
Senior Software DeveloperMay 2017 – Jul 2018
  • Developed high-traffic self-serve applications in React and Node.js for My TELUS (usage, phone number management, rate plan change — serving 2M, 250K, and 100K monthly active users respectively)
2016 — 2017
ScotiabankToronto
Senior Software DeveloperDec 2016 – May 2017
  • Developed a React Native travel insurance prototype for iOS; conducted training sessions on React and Redux for cross-functional teams
2015 — 2016
ScribbleLiveToronto
Senior Software DeveloperJul 2015 – Dec 2016
  • Led rebuild of a content management application in React, introducing the framework to the team and providing training to upskill developers
2014 — 2015
itravel2000Mississauga
Senior Software DeveloperNov 2014 – Jul 2015
  • Migrated a monolithic C# application to a SPA with REST APIs; improved the flight purchase flow with a mobile-first redesign
03 / Skills & toolkit

The tools I reach for.

A focused set — the stack I work in daily.

Languages & Core

  • TypeScript
  • JavaScript
  • HTML / CSS
  • Java

Frameworks & Tooling

  • React
  • Next.js
  • Tailwind
  • TanStack Query
  • GraphQL
  • Node.js
  • Vitest
  • Cypress
  • Playwright

Platform & Practice

  • Claude
  • AWS (CDK, CloudFront, S3, ECS)
  • Docker
  • Braze (email marketing)
  • Web performance
  • Mentoring
  • Hiring
  • Scrum Master
04 / Contact

Let's talk.

Open to principal frontend roles focused on performance, scalability, and shipping products that deliver real business value.

Got a web application that needs to be
faster, more scalable, or
built right from the ground up?

GitHubgithub.com/alfredctchoi↗LinkedInlinkedin.com/in/alfredctchoi↗