Who am I
I’m a product and design leader who can still design. My work sits at the intersection of product strategy, systems thinking and hands-on experience design. I move between the bigger picture - vision, roadmaps, information architecture and operating models - and the details that bring a product to life, from workflows and design systems to interfaces and interactions.
What I do
Currently, I lead Product & Design at Innovaite Advisory, where I’ve been building IOX, a construction intelligence platform, from the ground up. My role spans product strategy, discovery, product architecture and experience design across a complex ecosystem of AI-enabled products, working closely with executives, subject-matter experts, engineers and end users.
Previously, I worked on digital products and platforms across global organisations and startups, including enterprise applications at AtkinsRéalis. I’m strongest when the problem is complex, the path forward is unclear, and there is an opportunity to bring structure to ambiguity.
How I Work
My approach is strategic, systems-led and deeply practical. I define the product before designing the interface: understanding users, mapping stakeholder needs, shaping product architecture, clarifying roles and permissions, and turning messy workflows into decisions teams can build from.
I stay close to the craft. Whether I’m leading discovery, aligning executives and SMEs, structuring a roadmap or designing a product flow, I care about making the final experience clear, usable and resilient. Based between Europe and Dubai, I work with teams building AI, enterprise SaaS, B2B platforms and zero-to-one products.
