I started out building software.Then products.Then a company.Then product organisations.

1. 2006–2012

   Building software

   I began as a full-stack web developer at UVECO, building e-commerce sites and web applications in PHP, JavaScript and MySQL. At Parspake Digital Solutions I became a senior product owner and technical lead, building interactive products for international brands. In parallel, I studied Information Technology at Azad University (IAU), graduating in 2010.

2. 2012–2018

   Building a company, then growth

   In 2012 I co-founded Ewalk Entertainments and led product and engineering. We built three products with more than five million users, improving revenue per active user by 64% and retention by 70%. At In-Game Group I led product growth for the MENA region with a ten-person engineering, design and marketing team; monthly active users grew by 80% and revenue per active user by 130%.

3. 2018–2021

   Going deeper

   I completed an MSc in Business Informatics / Data Science at Utrecht University, cum laude, with a thesis on IT sourcing strategies in large-scale agile organisations. In 2021 I co-authored an article on reconciling agile frameworks with IT sourcing, published in Information Systems and e-Business Management.

4. 2020–2024

   Platforms and portfolios

   At G-Star RAW I led digital product across global e-commerce, customer data, marketing technology, analytics, identity and search; behavioural data, experimentation and personalisation delivered 30% conversion uplift and 30% digital revenue growth. At Keesing Media Group I owned the digital product portfolio and team across gaming, e-commerce, subscriptions and CRM, with accountability for market expansion and digital revenue. Results included 25% improvement in retention and conversion rate, and +20% YoY revenue growth.

5. 2024–now

   Product and AI transformation

   Today I am Head of Product Management and AI Solutions at WPP. I lead portfolio strategy and build the product organisation across commerce, data and AI, setting priorities, capability standards, staffing and coaching for product managers, product owners and business analysts. I built the AI Solutions practice around a repeatable path from readiness to adoption and scale, connecting business cases, investment decisions and governance with measurable outcomes.

The full record, role by role

The combination is the point.

At G-Star RAW, improving conversion depended on search, customer data, identity and experience working together. I bring that same systems view to product teams and enterprise AI: understand the work, make sound technology choices and measure what changes.

• Technical understanding

  I started as an engineer. I work with architects and engineers as a peer, and I know which technical questions change a decision.

• Product judgement

  Knowing what is worth building, for whom, and what to leave out.

• Commercial thinking

  Business cases, propositions, estimates and the economics behind a roadmap.

• Organisational leadership

  Building product teams and capabilities, and changing how work gets done.

Fluent enough to be useful in the room with engineers.

The areas I can discuss at the level where architecture and delivery decisions are made.

AI

LLM applications · RAG · Hybrid retrieval · Semantic search · Agents · AI evaluation · Human-in-the-loop systems

Data

SQL · BigQuery · Behavioural analytics · GA4 · Enterprise data

Enterprise platforms

PIM · DAM · CDP · CRM · ERP · Commerce platforms

Cloud & architecture

Azure · AWS · APIs · Integrations

Engineering background

Python · PHP · JavaScript · HTML & CSS · Automation · n8n

Education and research

Languages

English

Fluent

Persian

Fluent

Dutch

B1

German

B1

Experiments and side projects.

Product ideas I explore outside the day job.

• Product exploration

  AI readiness & maturity tooling

  Productising organisational AI-readiness assessments, maturity scoring and transformation roadmaps.

• Product exploration

  Enterprise knowledge systems

  AI interfaces over organisational data and knowledge repositories.

• Product exploration

  Messages to the future

  Products that let people send messages to their future selves, or to others.