

Six Years in the Making: Antonio’s Funnel Journey
Antonio has been a part of Funnel for nearly six years, working as a developer in our Data in Platform (DiP) team. He started his career in digital marketing but soon realized he enjoyed coding which eventually got him to Funnel. In this post, we dive into Antonio’s journey, what he believes sets Funnel apart, and the exciting projects he has worked on during the years.

Can you tell us a bit about yourself, your background and your role at Funnel?
I have been at Funnel for close to six years now, and it has been quite a ride. My journey into tech started in an unexpected way. I began my career in digital marketing and one day, I had to write some code to get something done because I did not want to hire a consultant. That experience opened my eyes to the possibilities of programming and led me to pursue a degree in computer science.
After finishing my degree at Stockholm University, I got the opportunity to join Funnel. Back then, the company was much smaller, with about 70 employees in total and just 30 developers. Joining Funnel felt like stepping into a startup, full of energy and opportunities. Over the years, I have been part of several teams, all focused on data, and now I am part of the DiP team.
DiP is often described as the heart of our product. Can you explain what the team does and why it’s so important to Funnel?
DiP is at the heart of Funnel’s platform, connecting hundreds of marketing platforms like Facebook Ads and Google Ads to the rest of our product. We ensure users can access their data without interruptions.
Since we process 18+ terabytes of new data on a daily basis, this means handling a lot of complexity. When a user connects a data source, DiP manages everything from historical data to scheduling regular updates so our customers can access the latest data. Our team makes this process seamless, ensuring everything runs reliably behind the scenes.
Our team currently consists of three developers (soon to be four!) and an engineering manager. What truly sets us apart is how closely we collaborate. We work together almost all the time, discussing problems, implementing solutions, and evaluating outcomes as a group. This tight-knit way of working fosters shared knowledge and ensures everyone has a deep understanding of the entire system. It is not about working in silos, it is about being a united, collective force.
What do you enjoy most about working at Funnel? Is it the culture, the tech stack, or something else?
What I appreciated from day one, and still value, is the trust. On my very first day, I was given all the permissions I needed and committed code to production. No one was hovering over my shoulder or checking my every move. They trusted me to figure things out and ask for help if I needed it.
That trust extends to how we work in teams. We are given problems to solve, but how we tackle them is up to us. I also love how collaborative Funnel is. Recently, we worked closely with the Connect team on a project for large clients, and it was a great experience. Not only did we solve the problem, but we also got to know each other better, which makes future collaborations even smoother. It’s clear that the people truly make all the difference. My colleagues are genuinely great to work with, everyone brings something unique to the table, and I have learned so much from them over the years.
What challenges are you and your team currently solving?
Right now, we are focused on scaling Funnel for our larger clients, like agencies managing hundreds of accounts and data sources. These setups come with unique challenges, and we are building features to make the process more seamless.
For example, onboarding a new client can involve a lot of manual configuration. We are working on tools to simplify that, making it faster and easier for users to get started. It is exciting to tackle these challenges because the impact is so tangible.
Can you share a project you’ve worked on that you’re particularly proud of?
One project that stands out is a recent improvement we made to how Funnel stores data. It was not flashy, but it solved a problem we had for years. Everyone knew it was not great, but it just never got prioritized. When we finally tackled it, the solution turned out to be simpler than we expected, and it made a huge difference for both users and developers.
I am also really proud of how stable Funnel’s platform is.We rarely experience outages, instead we’ve maintained a 99.99% uptime over the last three years and have never needed to take the system offline for maintenance. That is not something you achieve by accident. It takes a lot of effort and attention to detail from the whole team.
Interested in technical aspects of Funnel or want to know more about our teams at Funnel? Read our Devblog!