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Punit Sethi

I'm Punit Sethi.

India
With 14+ years of experience (and 7+ years freelancing), I've worked with teams to build B2C platforms. Most of my work is with React frontends and Node backends. This includes undertaking complex migrations, improving web performance, making systems scalable, and improving cloud infrastructure management. Plus, I have deep expertise in Strapi CMS.
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Areas of Expertise

Node, Express, Koa
React, Next.js
Strapi CMS
Scaling systems
(caching, async, materialized views)
Core Web Vitals
(NewRelic, WebPageTest, performance optimization)
AWS / Google Cloud Services
(serverless, cost optimization, monitoring)
ElasticSearch
Kibana APM
RabbitMQ, AWS SQS
Tech SEO compliant coding
WordPress
Postgres, MySQL

Clients

Recent Client Projects

Lead Consultant - Strapi v5, Next.js v13 website

Handling business logic implementation, reliability, performance
Oct, 2023 - Ongoing
As the senior-most individual contributor within the team, I'm responsible for:
  • Solving scalability, security, performance, reliability issues.
  • Coding the core-business-logic aspects within the backend APIs & cron jobs.
  • Interfacing with various teams (business, users, support, devops) to ensure adequate requirements implementation.
  • Strapi v4 -> Strapi v5 upgrade executed in Q4, 2024.

Head of Engineering - Node, PHP, React, AWS, MySQL

Over-all responsible for tech - reporting to the founder CEO for a major Indian eComm platform (3m+ visitors per month)
Dec, 2023 - Dec, 2024
Having worked with this team twice in the past, their CEO offered me an opportunity to head the in-house engineering team & own the over-all tech platform!
  • Made the product more reliable through better monitoring and observability along with better tech-debt prioritization. This, in-turn improved the team productivity.
  • Solved deep tech issues around scalability (better caching, queries tuning), security (cloud policies), bug-free releases (non-production environments workflow) and performance (core web vitals).
  • Drove a team environment of transparency, professional growth & learning to drive improved results along with a higher team satisfaction.
  • Ensured an agile execution in sync with the expectations of the founders, product management, sales and marketing teams.

Gatsby.js => Next.js 13 (App router) migration

Mentored migrating a frontend from Gatsby v5 to Next.js v13
Oct, 2023 - Nov, 2023
While the in-house frontend team executed the actual migration, I provided Next.js v13 specific guidance:
  • Setup data fetching, ISR, cache invalidation and content preview mechanisms in-line with the content team's requirements.
  • Provided a path to upgrade the existing pages using Chakra UI to React Server Components (Next.js App router).

Backend Cloud Migration (AWS => Azure)

Migrated a Strapi setup from AWS to Azure services
Aug, 2023 - Sep, 2023
This Strapi setup (in production for 1.5 years) leveraged various AWS services (S3, Cloudfront, SQS, SES). The project involved:
  • Modifying code to leverage the equivalent Azure services (while handling Cloud provider specific differences).
  • Migrating the existing data & files from AWS to Azure.
  • Performing the storage migration (Terrabytes worth of data) with a minimal downtime via feature-flag driven development.

Strapi Upgrade

Undertook v3 => v4 upgrade for a complicated CMS setup
May, 2023 - July, 2023
This Strapi upgrade was more complicated than the ones I executed earlier:
  • The setup (in use since 2019) had many data inconsistencies (orphan records, foreign key violations) needing pre & post data-processing.
  • The large number of dynamic zones & relationships transated ~60 collection types into ~1k postgres tables being migrated.
  • The global all-remote team with members working in many timezones demanded prompt communication for a timely execution.

Angular Frontend Optimizations

Identified optimizations & mentored the in-house team on implementation
Jan, 2023 - Feb, 2023
Having worked with on this eComm org's site speed & scalability earlier, their CTO tasked me to identify & mentor the execution of industry best practices wrt. their Angular frontend:
  • Identified the gaps in aspects like PWA push notifications, Angular universal implementation, in-the-wild error tracking among others.
  • Mentored the org's in-house frontend team to implement the identified gaps.

Strapi Customizations

Undertook data migration & customization for an Enterprise CMS setup
Nov, 2022 - Aug, 2023
Being the primary go-to backend person on this project, here's a few major items I have implemented so far:
  • Undertook data migration to move from an in-house CMS to Strapi.
  • Implemented a custom access-control for Strapi Rest APIs to securely serve sensitive data.
  • Implemented single sign-on, custom plugins, integration with self-hosted search, etc.

Core web vitals Optimization

Improved site speed for a Wordpress based marketing site
Oct, 2022 - Nov, 2022
Other than improving the site speed, this engagement involved reviewing the hosting infrastructure & educating the team on site speed aspects:
  • Introduced the Cloudflare CDN & Wordpress full-page caching to improve the server response speed.
  • Configured image optimization + caching for faster image loading.

CMS Framework Selection

Undertook a proof-of-concept to identify suitable CMS framework
Nov, 2022 - Dec, 2022
Having worked on multiple initiatives for this B2C org, I was tasked to provide tech inputs wrt. selecting JS based headless CMS framework:
  • Gathered must-have & good-to-have requirements from various stakeholders.
  • Initial evaluation led us to Directus & Strapi for a more detailed PoC.
  • Undertook a PoC implementation of the must-have requirements & provided the tech feedback.
View All Client Projects ⇒
Got a web-dev pain point?

I'm an independent dev & architect specializing in:

  • React / Next.js frontends (web performance, architecture, scalability, migration)
  • Node backends (architecture, caching, middlewares, async systems)
  • Backend and infra sub-systems (ElasticSearch, RabbitMQ, Kibana APM, Cloudflare workers, AWS / GCP cloud services)
  • Strapi CMS (customization, upgrade, data migration)

To discuss your web-dev pain point, email me at punit@tezify.com.

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