I help product people and teams build better products, with AI as the edge.

About

From the first PM in the room to a product and AI leader.

I started in Dubai as a Head of Design, then got promoted into the first product manager role the company ever had, no predecessor, no playbook, no mentor. So I built my own way, got PMP certified to self-equip, and I've been sharpening the craft ever since.

Over fifteen years I've built and launched digital platforms across fintech, digital banking, lending and payments, and led digital transformation for the businesses behind them, across the GCC, MENA and Australia, from InvestmentMarket.ae and CreditMarket.ae to digital lending at Blink and Australia's first Islamic banking app. I've owned the commercials as well as the roadmap, P&L, CAC, LTV, MRR and conversion, and I work across the whole lifecycle: research, discovery, design, experimentation, delivery, growth and product marketing.

I've led product from the front: owning strategy and roadmap, working directly with founders and the C-suite, and building and mentoring the teams that ship. Along the way I've coached and trained 100+ product managers and analysts and spoken at industry events, because developing people and sharing what actually works is part of how I lead. What I care about is products that move real numbers, and the craft of getting there: clear thinking, sharp prioritisation, and using AI to do the work better rather than just talk about it.