Founder · 2018Boostiny
Founding, product vision, go-to-market
Affiliate and performance marketing SaaS for e-commerce merchants in the MENA region, accelerated by Flat6Labs.
Visit the platform BoostinySelected work
Evolving products in the real world.
A selection of contexts where product strategy, growth and transformation meet.
Reading the cases
A contribution is understood through its context.
The work presented here comes from B2B SaaS, AdTech and platform transformation. Each context calls for a different balance between vision, trade-offs, team capability and adoption.
The descriptions deliberately focus on the role held and the choices made, in respect of the confidentiality of the organisations concerned.
Platforms
Live products, not slides.
Two platforms founded and led in a company setting, and three AI products I build myself. All of them are live.
Platforms founded and led
Product leadership and scale-up, from launch to exit.
Founder · 2018
ArabyAds · AdTechiConnect
Product leadership, ArabyAds portfolio
Data-driven influencer marketing platform where e-commerce brands and creators collaborate at scale, with ROI tracking.
Visit the platform iConnectAI products I build myself
My lab: designed and developed with AI coding agents (Claude, Codex). What I learn there feeds directly into my client work.
AI product · formerly CreatorVault
Signalum AI
Design, development, positioning
Authority and content system for French-speaking B2B experts: videos and podcasts become articles, LinkedIn posts, newsletters and FAQs, in the expert’s own voice.
What I took awayLaunched as CreatorVault for creators, then repositioned toward B2B experts once the analysis showed insufficient willingness to pay.
- Next.js
- Supabase
- Claude API
- Stripe
AI product · Local business
SuiviAvis
Design, development, go-to-market
For shops, tradespeople and restaurants: analyses reviews and local visibility (Google Maps, social networks, directories) and delivers a report with concrete actions.
What I took awayLaunched as automated SaaS on a capped budget: no ad spend until conversion tracking was in place.
- Mistral
- n8n
- Stripe
AI product · HR
TalentBrand
Design and development
Talent intelligence platform: maps the talent market and audits employer brand from public data, with a report in minutes.
What I took awayOne source of analysis, three levels of rendering: instant web page, email, premium report. Never three separate engines.
- Next.js
- Supabase
- OpenAI
- Apify
Selected contexts
Platform, market and organisation challenges.
Three representative contexts from my career, across platforms, markets and organisations.
AdTech · MENA · SaaS portfolio
Structuring the strategy of a group of interconnected platforms
In a context of multi-country development and post-acquisition integration, working on portfolio coherence, product leadership and the links between teams and platforms.
Product strategyMulti-country leadershipIntegration
B2B SaaS · Founding
Creating and growing a platform
Boostiny · Product vision, platform build and go-to-market through to an acqui-hire outcome.
CRM · Automotive · SaaS
Bringing transformation closer to usage
Skilliance · Product-Tech coordination, data, automation and adoption of a business platform.
Speaking
On stage, across Europe, the Gulf and the United States.
Talks that connect strategy, platforms and innovation for international audiences.
Dubai · GITEX
Panels on innovation and digital platforms
Panels at GITEX Dubai, one of the world’s largest technology events, on AI, platforms and digital growth in the region.
San Francisco · Affiliate Summit
Affiliate and performance marketing
Talk at Affiliate Summit in San Francisco, the international gathering of the affiliate and performance marketing industry.
Structure of a case study
A reading that serves decision makers.
Each case is organised to separate facts, the role held and what can be made public.
01 · CONTEXT
Where was the organisation?
Market, product, team and the challenge to solve, at the level of detail permitted.
02 · ROLE
What mandate?
Responsibilities, sphere of influence and stakeholders involved.
03 · INTERVENTION
Which choices and actions?
Trade-offs, organisation, product decisions and changes made.
04 · RESULT
What changed?
Results are shared when they are documented, dated and communicable.
Trust & confidentiality
Proof matters, and so does discretion.
Case studies should help readers understand a contribution without exposing internal data or attributing a result to the wrong cause.
01No figure without a source, a period and a definition.
02No logo, client name or screenshot without written consent.
03Anonymised case when a name or scope cannot be made public.
Your challenges
Your context deserves the right case study, not a generic promise.
Let’s talk about the product, the market and the decisions that make the difference in your situation.