Summary
16 years building and running digital operations across e-commerce, CRM, and product — from zero-to-scale startups to enterprise clients. Sits at the intersection of business, tech, and operations: close enough to engineering to work without a translator, close enough to the business to know what actually matters.
Creator of the 9 Steps of Email methodology — a structured framework for CRM strategy and lifecycle design, applied across industries and company sizes.
Most recent work involves building systems where technology — including AI — functions as an operational backbone, not a bolt-on feature. Works best in companies that have outgrown their founders but aren't ready for a full executive bench.
Experience
Head of Digital Systems & Automation
Branday · Feb 2025 – Present · Remote
Branday is a turnkey digital agency serving brands in the medical and beauty industry — delivering entire departments (brand, design, custom apps, Shopify storefronts, CRM systems), not isolated services.
- Leads product strategy across two divisions: Branday Studio (agency services) and Branday Platform (agentic infrastructure for creative and operational teams)
- Shaped architecture and product strategy for client-specific agent suites — purpose-built agents across marketing, support, QA, data, and coding verticals, with genuine tool access, RAG pipelines, and Slack-based deployment into client environments
- Leading development of custom enterprise apps, Shopify Plus storefronts, and CRM systems for brands in medical and beauty
- Overseeing internal processes and InfoSec procedures across the organization
Co-Founder & CMO
Undrdog Surface Products · Jul 2020 – Feb 2025 · Remote (US)
Launched a detailing products brand from scratch during the pandemic and scaled it to a multi-million dollar operation.
- Built the entire tech stack on Shopify Plus — custom apps, Carfax integration, lead map with matching and real-time notifications
- Drove 630% growth in online sales through integrated digital strategy, SEO, and customer experience improvements
- Managed end-to-end CRM, customer success, and marketing operations
- Shaped brand identity and go-to-market from day one, alongside full product and tech ownership
Senior Product Manager – DTC & CRM
Essor (formerly Branded) · Dec 2020 – Feb 2022 · Paris, France
- Managed DTC, CRM, and CDP product verticals across 12 brands simultaneously
- Implemented HubSpot CRM pipeline automation — achieved 5.4% lead-to-acquisition conversion rate
- Led cross-functional team across front-end experience and in-house CRM/marketing operations
- Shaped the CDP/CRM product roadmap and led a team of 6
Head of CRM
Split Dragon · May 2020 – Dec 2020 · Remote (SEA)
- Built CRM infrastructure for a SaaS platform optimizing listings and sales on Lazada and Shopee
- Implemented the 9 Steps of Email methodology with complex behavioral automation in ActiveCampaign
- Achieved 50% increase in conversion from website leads through segmentation and lifecycle funnels
Lead Product Manager
Bayt.com · Sep 2018 – Nov 2019 · Dubai
- Directed core product strategy for one of the largest job platforms in MENA
- Led a team of product managers; drove 20% increase in user engagement KPIs
- Reduced B2B sales cycle by 15% through product and process improvements
- Progressed through Email Product Manager (Feb 2016) and Senior PM (Jun 2017) roles before reaching Lead PM