hello

I'm Ali Hassan Shah

Embedded software engineer with experience across GPU systems, IoT product development, and edge AI — working in C, C++, and Python from bare-metal firmware to cloud platforms.

Currently at createq in the Netherlands — retail audio & video product experiences for brands like Philips, Marshall, and Pioneer DJ. Building the BRIQX platform deployed across 50,000+ retail installations in Europe.

Previously at AMD (GPU RAS tooling & kernel testing) and Espressif Systems (Matter IoT, edge AI, motor control). I enjoy bridging hardware, firmware, and system software.

About me

My name is Ali Hassan Shah. I am an embedded software engineer based in the Netherlands, currently building commercial IoT and retail audio products at createq — specialists in making consumer audio and video products retail-proof for the shop floor.

At createq, I develop the BRIQX IoT platform — embedded firmware and cloud fleet dashboard — plus multi-speaker USB audio host software (NXP i.MX RT1021) and factory provisioning tools. My work spans embedded C firmware, UART/USB protocols, MQTT fleet telemetry, dual-MCU OTA, and full-stack cloud systems managing hundreds of field devices across European retail venues.

Previously at AMD (Shanghai), I worked on GPU RAS tooling, Linux kernel integration testing, and AI-assisted log analysis for data-center GPUs. At Espressif Systems, I delivered Matter-compliant IoT devices, FOC motor control, and edge AI frameworks on ESP32 platforms.

I’m passionate about embedded software design — from register-level drivers to fleet-scale cloud systems — and enjoy owning features end-to-end across firmware, protocols, and tooling.

Skills

  • programming icon

    Programming & Scripting

    Python, C, C++, Shell scripting

  • embedded icon

    Embedded Systems

    ESP-IDF, NXP MCUXpresso, USB host, FreeRTOS, UART/I2C/SPI

  • Testing & Automation

    Pytest, Test planning, Regression testing, Integration testing

  • DevOps & CI/CD

    Azure DevOps, Jenkins, GitLab CI/CD, Docker

  • Version Control & Tools

    Git, GitHub, GitLab

  • Project Management

    Jira, Agile, Confluence

  • IoT & Cloud

    MQTT, FastAPI, Next.js, Docker, dual OTA, fleet management

Resume

Education

  1. Master's in Electronics Engineering

    2019 — 2022

    FUDAN University, Shanghai, China
    Specialized in Electronics Engineering with focus on embedded systems, high speed electronics, HDL Based design and advanced digital systems.

  2. Bachelor's in Electrical Engineering

    2013 — 2017

    COMSATS University of Science and Technology, Abbottabad, Pakistan
    Specialized in Electronics Engineering with focus on embedded systems, electrical engineering, and digital systems.

Experience

  1. Embedded Software Engineer - createq

    Dec 2025 — Present

    BRIQX IoT Platform
    • Built ESP-IDF 5.3 firmware platform powering 4 commercial product lines — BRIQX Audio AIO, Cove AIO, Multicast sender, and ClearWaterNow ultrasonic controllers
    • Designed dual-MCU UART protocol (40+ commands, 3,200+ LOC) with XMODEM OTA orchestration across WiFi-connected ESP32 and audio co-processor
    • Delivered MQTT fleet telemetry, mobile remote QR sessions, speaker install wizard, and Vividtech display integration for retail venues

    Multi-Speaker USB Audio Host (NXP i.MX RT1021)
    • Developed USB audio host firmware streaming to 4 simultaneous retail speakers via hub with persistent serial-based binding
    • Implemented per-port hub power control, speaker hot-swap recovery during playback, and remote OTA via MCUBoot + XMODEM
    • Built SD + Bluetooth I2S audio mux and deterministic speaker enumeration for venue installations

    BRIQX Fleet Cloud Dashboard & Factory Tooling
    • Contributed to Next.js + FastAPI + TimescaleDB platform managing hundreds of retail devices: dual OTA, media push, fleet analytics, GDPR compliance
    • Built Python factory provisioning tool automating USB detect → cloud register → credential burn → QR label for batch manufacturing

  2. Software Engineer - AMD

    Feb 2024 — Dec 2025

    AI Adoption for Kernel Log Analysis (August 2024 – Present)
    • Proposed and secured leadership buy-in for an AI-driven tool to assist kernel developers in triaging errors
    • Led cross-team collaboration (IQE, CVS, and Linux kernel teams) to integrate LLM-based analysis of kernel logs, reducing manual effort and improving issue triaging efficiency
    • Designed and implemented a Go-based framework to parse and categorize kernel logs before passing them to the LLM for actionable insights

    Unified RAS Tool Development (January 2024 – July 2024)
    • Contributed to unifying the RAS (Reliability, Availability, Serviceability) Tool as a Linux userspace toolkit across multiple ASICs
    • Worked closely with senior developers to add new hardware support and refactor existing codebase for maintainability and scalability

    RAS Tool for Virtualization (September 2024 – December 2024)
    • Enhanced the RAS Tool to simulate hardware error cases, validating driver compatibility under virtualization environments
    • Developed features supporting SR-IOV use cases with multiple VMs on server-class infrastructure

    IQE Testing Framework for Data Center GPUs (February 2024 – August 2024)
    • Gained hands-on expertise in the Linux kernel development and integration process
    • Performed regression and integration testing of kernel patches and firmware
    • Built a Bash-based CI automation framework for test execution, later leading its migration to a Pytest framework for better maintainability and extensibility
    • Partnered with developers and QA teams to accelerate debugging and improve release quality

  3. Embedded Software Engineer - Espressif Systems

    Sep 2022 — Dec 2023

    Key Responsibilities
    • Designed and maintained production-ready embedded software for ESP32-based IoT devices using C/C++
    • Integrated device drivers (I2C/SPI/UART) and implemented Matter protocol support for smart home applications
    • Developed customer-facing solutions and work with them to provide them end to end support

    Key Technical Projects

    ESP32 Smart Knob Controller (Aug 2023 – Dec 2023)
    • Architected Matter-compliant smart home rotary controller with sub-millisecond response times
    • Developed advanced encoder driver with hardware interrupt-driven quadrature decoding
    • Implemented complete Matter protocol stack with Thread/Wi-Fi networking and device commissioning
    • Designed LVGL-based GUI for real-time monitoring and control interface

    ESP-FOC Driver Development (Aug 2023 – Dec 2023)
    • Engineered Field-Oriented Control driver for ESP32 achieving 95%+ motor efficiency
    • Implemented Clarke/Park transformations and Space Vector Modulation algorithms
    • Developed hardware abstraction layer supporting 8+ motor driver chipsets (DRV8302, DRV8313)
    • Created real-time control framework with 20kHz deterministic control loops

    ESP-BOX AI Assistant (May 2023 – July 2023)
    • Integrated ESP-BOX with OpenAI APIs, developing C library and LVGL-based GUI chatbot for edge AI
    • Reduced latency issues on constrained devices through optimized implementation
    • Enabled TinyUF2 bootloader support for secure and simplified firmware deployment

    Matter Button Driver (Jan 2023 – Apr 2023)
    • Developed Matter-compliant button driver enabling single button to perform multiple tasks without breaking APIs
    • Created Arduino wrapper for easy customer adoption of Matter-compliant devices
    • Provided end-to-end support for Matter certification including software alignment and UL lab testing

    ESP Edge AI Framework (Sep 2022 – Jan 2023)
    • Delivered customer-facing Edge AI solutions on ESP32-S3, strengthening real-world application adoption
    • Deployed CNN-based hand gesture recognition achieving ~0.7s on-device inference without cloud dependency
    • Built human activity recognition model using accelerometer data + ESP-DL
    • Developed Python Tkinter GUI for training & deploying custom AI models, simplifying customer onboarding

  4. Engineering Intern - Shanghai Fulllight Technology

    Aug 2020 — Apr 2021

    Interior Car Lamp Feedback System
    • Designed feedback control system with Melexis 81118 IC using C programming for real-time color temperature correction
    • Implemented PWM-based voltage adjustment achieving precise automotive lighting control
    • Conducted research on circadian light effects with experimental design and data analysis using Python and SPSS
    • Developed embedded control algorithms for adaptive automotive lighting systems

  5. Graduate Management Trainee - TEC Engineering Consultant

    Jun 2017 — Jun 2018

    • Set up WCDMA and LTE testing environments using Linux and Shell scripting
    • Configured Radio Base Stations (RBS) and executed verification tests for telecom features
    • Gained experience with Git/Gerrit, JIRA, and Agile methodologies

Projects

Blog

Technical blog posts and insights on embedded systems, IoT platforms, GPU architecture, and Linux kernel development.

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