The problem, the decisions, and what shipped.
Product and delivery lead · Live events
Led product and delivery with the Back9 team: wallet passes, QR entry, payments, and live schedules, on an architecture that had to hold peak scan rates.
The weekend ran on digital passes, and the organiser left with attendee and spend data for the next season.
100k+ users · 80,000+ passes · 3,000 scans an hour
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Delivery Director · Retail banking
Led the retail website rebuild on Sitecore, across content operations, personalisation, and several teams, on a live high-traffic bank site.
Brand website traffic rose 80%, session capture rose 200%, and the work was nominated for a Sitecore Experience Award.
Consumer banking site · Sitecore XP and JSS
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Founder · Care
Built the marketplace from discovery through to production: semantic matching for families and nannies, plus a publishing loop that drafts from Search Console demand.
Live in the UAE, with matching and content operations shipping in the same product.
Marketplace · Search Console drafts on Supabase
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Independent product and build · Early years media
Took a founder brief and shipped one site for the podcast, the events programme, and paid tickets, so editors could publish without a deploy for every calendar change.
Editorial, video, and Stripe checkout run together on a live site.
Contentful · YouTube · Stripe
Visit the siteProducts in progress, client sites, earlier platforms, and training.
AI-assisted CV and career collateral: structured output, fast drafts, and edits users can own.
Live SaaS · LLM-backed document generation
Heritage mobility site for a NEFC Group company: passenger and commercial brands, aftersales, and EV-ready services in Ethiopia.
Live · KIA, ROX, Dongfeng, TATA, SITRAK
Full-day AI fundamentals for a leadership team: five modules, their business context, and a deck that was itself AI-generated.
Five modules · 44-slide branded deck · Dubai
AI-driven platform for fractional real estate investing and sharper investment decisions.
40% higher user engagement; streamlined end-to-end investment flows
Luxury e-auction app: real-time bidding, payments, and a premium buying experience.
40% higher engagement in the first three months
Session-isolated RAG demo: retrieve from what the user uploaded, without leaking across sessions.
Context-aware answers with per-session memory
For a role, a collaboration, or a conversation. Product builds go through ROQ CX. I reply within a day.