The person CTOs call when the replatform can't fail.
Principal-level execution with a founder's perspective. Greg Bekher architects, builds, ships, and scales platforms on AWS.
Founder/CTO @ Inline · Ex-Amazon, PillPack, Tripadvisor · Trusted by CTOs & technology leaders
Employment and client engagements
Measurable Outcomes
Results from real engagements at scale
Case Studies
Deep dives into recent platform work
Amazon Pharmacy
PHIRE - Amazon Pharmacy needed a unified web platform for clinical operations tooling across many teams
Challenge
- •Fragmented UI tooling across pharmacy operations
- •No standard architecture for internal tools
- •Clinical workflows impacting patient safety
- •Needed org-wide adoption
Approach & Delivery
- •Architected, launched, and drove cross-org alignment for the PHIRE Web Platform
- •Built React microfrontends, reference architecture, data-connected widget library with 28 shared components
- •Launched multi-tenant TypeScript GraphQL service and AWS infrastructure supporting plug-and-play widgets
- •Designed a multi-tenant authentication and authorization service approved by Amazon HealthSec enabling third-party IDP deprecation
- •Drove Pharmacy-wide adoption by hosting weekly office hours, roadshows with 100+ attendees, and demos
Impact
- PHIRE adopted as official Amazon Pharmacy Operations UI service with 'App Store' of widgets
- Onboarded 10+ microfrontends across several teams and organizations
- Reduced build-out time for planned Pharmacy tooling by ~560 developer weeks through 2027
- Saved ~200 developer weeks by building multi-tenant GraphQL service and authN/Z
Inline (Founder/CTO)
Building an embeddable agentic AI chat experience for digital media publishers from scratch
Challenge
- •0→1 platform build with no existing infrastructure
- •Needed to scale to serve major publishers
- •Required streaming AI, admin tooling, monetization flexibility, and robust analytics
Approach & Delivery
- •Agentic streaming AI on AWS Bedrock
- •End-user widget serving ~50-100M monthly requests
- •Publisher admin tool with agent/widget/monetization customization
- •Engagement and revenue metrics dashboard
- •Data warehouse and automated content ingestion
Impact
- ~30M monthly pageviews across ~dozen publishers
- ~500k monthly active end-users
- >1M queries answered by Inline's agentic AI
- Production-grade agentic AI at scale
Caring.com
Leading eldercare marketplace with multi-tenant Next.js web service and Java CMS, operated in third-party infrastructure
Challenge
- •Core Web Vitals at ~10% 'Good' across tens of thousands of pages (SEO risk)
- •Third-party infrastructure dependency (cost, control, risk)
- •No A/B testing capability (blocked revenue optimization)
- •Frequent regressions, inconsistent test practices, monitoring challenges, scaling challenges (revenue, resilience risk)
Approach & Delivery
- •Architected and migrated Next.js service from third-party CMS hosting to internally-managed AWS at scale
- •Migrated Java k8s CMS from third-party environment to internally-managed AWS
- •Led cross-team execution across multiple engineering teams
- •Integrated company's first A/B test platform
- •Provide technical guidance and operational excellence upskilling across the technology team
Impact
- 50% decrease in costs by migrating to internally-managed AWS
- CWV: ~10% → ~99% 'Good' across all pages
- A/B testing live, unlocking revenue wins
- Multiple revenue-impacting regressions per quarter reduced to 1 or fewer
Ways to Work Together
A small number of high-impact, specialized consulting engagements tailored to your platform challenges.
Migration & Replatform
High-traffic sites stuck on legacy CMS, third-party hosting risk, SEO/performance emergencies
- Architecture assessment & migration roadmap
- Risk analysis and rollback strategy
- Hands-on execution & cutover
- Performance budgets & observability
- Post-migration stabilization (2-4 weeks)
Platform Acceleration
Teams with platform drag, reliability/cost issues, velocity problems, or need senior architectural guidance without a full-time hire
- Architecture, designs, code, and infrastructure
- CI/CD, observability, reliability
- Developer tooling & velocity improvements
- Team mentorship & upskilling
Agentic AI in Production
Companies ready to ship AI features beyond demos; need streaming UX, safety guardrails, evals, and production reliability
- Agentic architecture design
- Streaming AI implementation (Bedrock/OpenAI/Anthropic)
- Safety guardrails & evaluation framework
- Instrumentation, metrics, observability
- Production rollout & iteration support
About
- Based in NYC (Lower Manhattan)
- Principal-level execution + founder perspective
- Building Inline AI as Founder & CTO
- Selectively advising companies on platform modernization and AI
- Experience across a broad and unique set of business domains
- Trusted by CTOs, engineering leaders, and founders
- Builds end-to-end: architecture → implementation → operations
Education: University of Maryland, College Park, Computer Science, Honors in Cybersecurity (ACES); Johns Hopkins University Computer Science Certificates
Is This a Good Fit?
Greg works best with certain types of engagements
Good Fit
- •Scaling startups, marketplaces, healthtech/regulated, agentic AI, media/adtech, e-commerce
- •Cloud services at scale; High-traffic web properties; 0→1 platform builds
- •Pain: AWS development, agentic AI architecture, legacy migrations, re-platforming, cloud migration, reliability, scaling
Not a Fit
- •Full-time engagements
- •Staff augmentation without architectural scope
- •Competitive engagements