Head of Product building and scaling high-growth commerce products.
Founder mindset with P&L ownership, driving measurable outcomes including revenue growth, conversion optimization, and large-scale product transformation.
10+
Years in product leadership
High-traffic products
Across grocery and marketplace platforms
0→1 & growth ownership
From launch to scaled product systems
Impact
Impact across commerce and marketplace products
Selected outcomes from product work across grocery, commerce, and loyalty platforms serving millions of users in the UAE and MENA
+3.2×
Increase in Add-to-Cart Rate
Redesign focused on behavioral friction and substitution anxiety
+28%
Increase in Average Order Value
AI merchandising, Marketing enablers, and discounts optimizations
−40%
Reduction in Checkout Drop-off
Improved checkout UX, and error recovery flows
+4×
Increase in Shopping Engagement
Rebuilt discovery flows to reduce friction and improve decision-making
What I Do
Three areas where I create product impact
Product Strategy & Growth
I connect business goals to product decisions that scale. From opportunity sizing to roadmap prioritization, I focus on where to invest for maximum leverage.
- —Market opportunity analysis
- —Roadmap prioritization
- —OKR and goal alignment
- —Growth system design
Conversion & Growth
I optimize discovery, decision, and checkout flows to turn intent into action.
- —Funnel analysis and optimization
- —Behavioral UX and decision design
- —Experimentation and A/B testing
- —Checkout and conversion flow optimization
Product Leadership & Systems
I design how product teams operate — from structure and rituals to decision-making and delivery — ensuring alignment between business goals and product execution.
- —Product team structure and org design
- —Product operating model and delivery processes
- —Cross-functional alignment with engineering and business stakeholders
- —Hiring, mentoring, and PM capability development
Experience
10+ years of product work
2024 — Present
Head of Product
Grocery & Commerce Platform, UAE
Leading product strategy across discovery, checkout, and loyalty for a large-scale grocery platform serving millions of users.
2020 — 2024
Product Manager
High-Growth Consumer & Gamification Platforms, MENA
Led consumer product for discovery and search. Introduced experimentation and behavioral analytics across the org.
2017 — 2020
Founder & Product Lead
Physical Product Venture & Manufacturing
Managed the end-to-end lifecycle of a physical product enterprise from market discovery and customer research to manufacturing scale and go-to-market (GTM). Developed foundational competencies in P&L ownership, complex supply chains, and unit economics.
2014 — 2020
UX Lead & Product Designer
Digital Agency & In-House Enterprise Teams
Designed and delivered UX and UI systems for digital products across blockchain, retail, and SAS domains.
Product thinking principles
Principles that guide my work
After 10+ years in product, these are the mental models I keep coming back to — across industries, team sizes, and problems.
01
Business before features
Every decision must connect to revenue, cost, or strategic value."
02
Systems over solutions
I design feedback loops, not isolated fixes.
03
Behavior over opinion
What users do matters more than what they say.
04
Constraints reveal clarity
Limitations force better product decisions.
05
AI as leverage
I use AI to enhance decision-making, personalization, and product intelligence.
06
Ship to learn
The goal is learning velocity, not release velocity.
Consulting
I occasionally advise companies on product strategy, and growth optimization.
Engagements are selective and scoped — I take on a small number of projects where I can create meaningful impact. If you're facing a difficult product problem, reach out.
Start a conversation →About
Product sits at the intersection of business, design, and technology — and that’s where I’ve spent the last decade.
I started in UX, moved into product management, and have since led products used by millions across grocery, commerce, and consumer platforms in the UAE and MENA.
I’m most effective in environments where product decisions directly impact revenue, behavior, and operational outcomes.
Outside of work, I’m interested in behavioral economics, AI in consumer products, and building product teams that scale beyond their founders.
I've also founded and operated a business, which gave me a healthy appreciation for the pressure product decisions carry when it's your own money on the line.
Based in
Dubai, UAE
Open to
Senior / C-level roles
Domain
Grocery · Q-Commerce · Consumer
Contact
Let's talk about
product.
Whether you're hiring a Head of Product, building a new growth initiative, or solving a complex product challenge — I’m open to meaningful conversations.