Software Architect & Lead Full-Stack Developer | MITCHDesigns - Coca-Cola Who's Jamming (2012)

Overview

Who's Jamming was a digital community initiative and brand campaign commissioned by Coca-Cola through digital agency MITCHDesigns. The project created a dedicated niche social network connecting amateur and professional musicians across Egypt to discover peers, form bands, organize jam sessions, and secure gig bookings.

Served as Software Architect and Lead Full-Stack Developer. Architected the core social graph on the proprietary custom PHP MVC framework and packaged JavaScript libraries, engineered major backend systems (including the musical recommendation algorithm and session request engine), and led the engineering team building the member profiles, interactive feeds, and administrative moderation dashboards.

Key Technical Challenges & Architecture

//1. Music-Centric Social Graph & Recommendation Engine

Designed relational database schemas to model musician profiles, instruments, proficiency levels, and music genres. Built a relational matching algorithm that evaluated mutual favorite bands, artists, and geographical proximity to suggest relevant musicians for collaborative jam sessions.

//2. Jam Requests & Gig Booking Workflows

Engineered structured interaction workflows allowing members to follow fellow artists, dispatch direct jam invitations, schedule studio rehearsals, and submit commercial booking inquiries for live events, complete with automated email and on-site notifications.

//3. Modular Frontend Component Packages & Administrative Panel

Integrated reusable JavaScript packages to power interactive audio players, dynamic profile media galleries, and social feeds, supported by a comprehensive administrative back-office for campaign moderators to oversee content and manage community reports.