Experience
Leadership & organizations
Building multidisciplinary design and research organizations, developing managers, creating operating clarity, and partnering with product, engineering, and data leaders.
Profile
Design executive leading products, teams, and research from zero to one to global scale.
I build products, teams, and the systems that help them learn. Over 15+ years, I have worked across consumer, B2B, enterprise, SaaS, marketplace, and AI-powered experiences—from early product formation to products serving people around the world.
I currently lead Product Design and Research at A Place for Mom. Before that, I led design organizations and product areas at Indeed, worked across traveler and partner experiences at Booking.com, and co-founded an education platform.
My leadership philosophy is collaborative and practical. I partner with product, engineering, data, and business leaders to clarify the problem, connect customer evidence to strategy, and give teams enough context and trust to do strong work.
I care about four connected outcomes: healthy teams, a clear product direction, reliable execution, and products that genuinely help the customer. If one is missing, the others eventually feel it.
I have built and scaled multidisciplinary organizations across design, research, content design, and design technology. I am comfortable inside ambiguity, but I do not think ambiguity should become a permanent operating condition. The work is to make the important decisions, measures, and tradeoffs visible.
Experience
Building multidisciplinary design and research organizations, developing managers, creating operating clarity, and partnering with product, engineering, and data leaders.
Experience
Moving between early product formation, product-market-fit exploration, growth, experimentation, and the systems needed to scale established products.
Experience
Designing for people making everyday decisions and for businesses navigating complex workflows across travel, hiring, education, marketplaces, and family care.
Experience
Bringing a native Arabic perspective to localization, international research, personalization, and left-to-right and right-to-left product experiences.
Experience
Combining qualitative research, behavioral data, experimentation, accessibility, and design judgment to make customer and business outcomes legible.
Experience
Shaping AI-enabled experiences, two-sided marketplaces, integration platforms, partner ecosystems, and developer tools without losing the human context.
I am a native Arabic speaker who has designed and researched products across languages, markets, and cultural contexts. That includes left-to-right and right-to-left interfaces, MENA product strategy, localization, and international experimentation.
It has made me skeptical of universal defaults. A product can be translated without being understood. Strong global work begins when local context can influence the proposition and the product system—not just the final words on the screen.