Work Experience

QData is the AI product development unit within Contango, building AI-powered solutions for enterprise and government clients across the ADQ group.

• Leading the development of an AI-powered procurement solution that automates the source-to-pay process for Abu Dhabi Airport, reducing manual intervention across supplier sourcing, evaluation, and the purchase order lifecycle.

SlashData bridges government services and consumer-facing digital products using AI, focused on insurance, vehicle registration, and driver licensing. My remit: build the product layer that makes government transactions feel like consumer experiences.

• Launched Shary, the first escrow payment service for vehicle ownership transfer on Tamm, built with AD Police — now processing AED 10M+ monthly and growing 10% MoM.

Leading online flowers and gifting platform in the Middle East and UK. Owned discovery, onboarding, and Martech end-to-end.

• Improved search conversion by 50% and search adoption by 20% within one quarter.
• Built a catalog hygiene strategy that doubled click-through rate.
• Owned Martech: CRM tooling, lifecycle automation, and campaign instrumentation across all markets.
• Redesigned onboarding with the CRM team, improving activation rate by 70%.
• Led a discovery overhaul that doubled discovery performance on Web and Android, up 30% on iOS.
• On-device measurement project with Google grew installs by 60% while cutting CPI by 6%.

Online grocery marketplace. Joined after CAFU to go deep on marketplace and growth mechanics.

• Redesigned homescreen and store landing, reducing time-to-store by 30% and lifting conversion by 20%.
• Improved activation rate by 20% through onboarding redesign.
• Increased retention by 10% while cutting promotional subsidy by 25% through segmentation.
• Took over the digital cards vertical end-to-end, achieving 3× GMV within 15 months.

The only on-demand fuel delivery service in MENA.

• Built and led a team of 4 PMs, 22 engineers, 2 designers, and 1 UX researcher across 7 stakeholder groups.
• Redesigned the subscription model, increasing subscription rate by 1000%.
• App overhaul: time-to-order down 60%, install-to-first-order drop-off down 40%, monthly retention up 15%.
• Led migration from monolithic to microservices architecture.

Fintech, EdTech, and online media startup incubator.

• Led 12 engineers; built a structured SDLC and translated strategy into roadmaps and user stories.
• Built a B2B offering within a B2C product, adopted by 12 schools within six months.
• One sub-company acquired by Alef Education, Abu Dhabi.

Leading mobile games publisher in the Arabic-speaking market.

• Established and ran Tamatem's Egypt branch end-to-end.
• Owned metagame design across all titles: paywalls, gacha, IAP pricing, and game economy.
• Two titles featured as Apple App Store Editor's Choice; three reached #1 on top grossing charts.

• Designed 8 mobile game titles across GDDs, prototypes, mechanics, and system design.
• Signed a global publishing deal with Chillingo (an EA Studio).