Today
Independent advisory and AI products
Product · Strategy · InnovationAdvising executives on product strategy, operating model and applied AI. Designed and built three AI products: Signalum AI, SuiviAvis and TalentBrand.
Professional path
Building products, growing teams.
An international path at the crossroads of digital product, SaaS platforms and growth.
The common thread
Connecting strategy to the work of teams.
Experience in digital companies and multi-country environments has shaped an operational approach to product leadership: understand customers, inform trade-offs, align teams and create the conditions for lasting progress.
The path runs from independent advisory to founding and leading platforms.
Product & SaaSVision, portfolio, execution
InternationalEurope and MENA markets
TransformationOrganisation, data and adoption
Timeline
Experience built in action.
The main stages of the path, from independent advisory back to the first digital platforms.
2024–2025
Skilliance Group
Product transformation · Automotive SaaS CRMProduct-Tech coordination, data, automation and adoption to evolve a B2B business platform.
2019–2024
ArabyAds
Product leadership · AdTech SaaS · MENA$100M in revenue, $30M raised. Multi-country product strategy, a portfolio of interconnected platforms including iConnect (influencer marketing), post-acquisition integration.
2018
Boostiny
Founder · B2B SaaS platform · Flat6LabsBuilt the first affiliate marketing platform in the Middle East, designed for MENA e-commerce, accelerated by Flat6Labs. Product vision, go-to-market and exit through an acqui-hire.
Before 2018
Jumia Tunisia
Managing directorLed a subsidiary of Jumia, Africa’s leading e-commerce group: teams, operations and growth.
Before 2018
Yahoo!
Paris · DubaiProduct and digital strategy at Yahoo!, first in Europe, then in the Middle East.
2009–2014
Amazon UAE · Jabbar Internet Group
Director of Product & SaaS Strategy · DubaiProduct leadership and SaaS strategy in Dubai, within the internet group that became Amazon UAE.
Early career
Digital Access · Medianet
Digital product · Platforms · GrowthFirst product responsibilities in digital companies that were still being built.
Responsibilities and ways of working
Beyond job titles, what was built.
A leadership profile is read through the systems and decisions it helps change.
Making product direction understandable
Connect business ambitions to user needs, trade-offs and portfolio choices.
Bringing teams together
Create better decision points between Product, Technology, R&D, the business and leadership.
Operating in varied environments
Adapt product strategy to markets, team cultures and multi-country operational realities.
Turning experimentation into use
Connect data and AI initiatives to business cases, adoption and the conditions for scaling.
Contact
Looking for leadership experience close to the field?
Let’s discuss product decisions, teams and the moment your organisation is going through.