About
My route into product started in engineering. After a computer science degree at German Jordanian University, I wrote test automation in Germany and monitored live systems as a NOC engineer in Amman. That taught me early what sits behind a screen, and what happens when it breaks.
I moved into digital commerce at Royal Jordanian, working on the online booking experience from flight search to check-in. Online sales grew from 7% to 12% of the total in my time there. At Kayali Group I built e-commerce from the ground up for Time Center, Jordan's largest watch retailer, and for Läderach, Pandora and Segafredo Zanetti.
In 2020 I joined Equiti Group as the first product manager hired to build out its product team, alongside the Head of Product who brought me in. Together we grew the team from two people to around 50, and I interviewed and hired most of the product people in those early years. Today, as Head of Product, I lead Trading and Partnerships & Incentives: mobile and web trading, platform integrations, copy trading and the partner ecosystem.
Leading teams
I've led teams of up to seven product managers. I hire and grow my own team, and I lead projects that the executive committee sets as company priorities. Some of the strongest product people I've worked with moved into product from QA and business support, and helping them make that move is some of the work I'm proudest of.
Today my team is deliberately small and focused: two senior product managers and a product lead, each owning a clear part of Trading or Partnerships.
Earlier career, in numbers
Royal Jordanian
Online sales share up from 7% to 12%. I led the Skyscanner integration, which added 12% to monthly online bookings, and introduced paid seats, extra bags and travel insurance online. Our one-day, online-only anniversary campaign brought in over 1,000% more bookings than a typical day, which showed the booking engine could take the load and was worth investing in. I also worked with Finance on fraud prevention, helping prevent around $12M a year in chargeback losses.
Time Center (Kayali Group)
Launched its online store from scratch. It began as the lowest-selling of 12 branches and became the highest-selling within six months.
Läderach Jordan
Conversion above 5% when I left.
Skills
- Product strategy and roadmaps
- Trading and investing products (CFDs, stocks and ETFs, copy trading)
- Onboarding, KYC and compliance automation
- Payments and funding
- Partner and IB ecosystems
- Platform integrations (MT4, MT5, TradingView)
- CRM (SugarCRM & Salesforce)
- AI product design
- Hiring and growing product teams
Languages, education and certification
- Arabic (native), English (full professional), Russian (conversational), German (intermediate), Ukrainian (elementary)
- BSc Computer Science, German Jordanian University
- Equity Markets Certification (EMC), Wall Street Prep
- leadership and emotional intelligence, product strategy, product analytics, growth, market risk management, Agile and Scrum