Principal Cloud & Platform Architect
I’m Paul Sellars. I set technical direction, build the difficult parts and help teams take ownership—from cloud migrations to the systems behind everyday releases.
16 years building software UK-based, working internationally
01 / Selected work
Lower running costs. Daily releases. A permanent team ready to take over. Here’s how I got there.
European Camping Group
Cloud economics & engineering rebuildTook technical ownership after the in-house team’s departure, replatformed the booking estate onto AWS serverless, and built the path to a replacement permanent team.
Foodhub
Platform scale & developer experienceStabilised and scaled the ordering platform through the COVID demand surge, and replaced shared testing bottlenecks with independent environments for each change.
Booking.com / Rentalcars
Product & deployment engineeringBuilt Rentalcars’ deployment platform, CMS, CRM and PCI-DSS-compliant payment card vault—spanning the product and the systems used to release it.
Current work / 2026
Leading a platform rebuild with the clinical founder: offline access across iOS and Android, independent editorial publishing and a maintainable handover.
The aim is to make children’s hearing support easier to reach and help them participate in education.
Platform rebuild & handover preparationAlongside this
Independent architecture and engineering through PS Digital Limited.
I work alongside engineering teams to connect architectural decisions with implementation and ongoing ownership.
02 / Where I help
I work across architecture and implementation. The question is what the business needs to do—and what’s getting in the way.
Cloud architecture, migrations and running costs. Find the constraints, make the trade-offs explicit and build a platform the team can operate.
AWS & Azure · Distributed systems · Infrastructure as code
Deployment platforms, developer tooling and production reliability. Give teams a dependable route from a change to a running service.
CI/CD · Kubernetes · Observability · Secure delivery
Connect data, evaluate models and build the surrounding product. Start with an operational problem and evidence that the approach can solve it.
Data platforms · Model evaluation · Product integration
03 / How I work
I stay close to the code and the people who will own it.
That means setting technical direction and building the difficult parts myself. It also means hiring, coaching and making sure the next team has the knowledge and confidence to keep moving.
I founded PS Digital in 2016, after building software and delivery systems in travel and digital media. My first-class BSc in Artificial Intelligence is from Manchester Metropolitan University, awarded in 2010.
Career background on LinkedInNext conversation
A platform, a team, or the way you deliver.
Let’s start there.