A product builder who reads a problem through the business, the user, and the workflow at once, then ships the thing that removes the friction.
Read the bold lines top-to-bottom for the gist, or dive into any project.
Influencer knowledge lived in the heads of two or three staff. Who's good for what, at what price, on which platform, getting a recommendation meant waiting on them for days. They were leaving, and taking the knowledge with them.
I treated it as a search-and-trust problem, not a database problem. The value was getting a relevant shortlist quickly, in the way the team actually thinks about influencers.
A searchable engine over 1,786 influencers with a RAG agent and one-click export. Multi-filter across price, platform, category, follower count, then export to PPT or Excel to send straight to clients.
A three-person tracking team quit at once, and the routine was about to leave with them. The company runs 14 social accounts and ~100 staff; tracking status, blockers, and engagement took three people full-time, reporting to the CEO.
I argued against re-hiring, the work needed one place, not three people. It was mostly reconciling data already in our tools. I scoped around: "what does the CEO need, and where does it already live?"
One integrated platform ~70 people now use daily. It pulls from Asana, summarizes WhatsApp activity, calls the Meltwater API for engagement, and tracks assets in Drive, feeding straight into CEO reporting.
Each visual report took about four days, and design was the bottleneck. Reports moved across content, design, editing, and publishing, with talented people redoing on-brand production by hand, report after report.
I drew a hard line at what to automate. The writing stays human, judgment and editorial voice aren't things I'd let a system guess at. The repeatable part is turning finished content into on-brand design.
A platform that turns written content into on-brand visual reports, with editable controls. The team writes; the platform produces the design, with controls for fonts and positioning so a person stays in charge. Live, published as the “Jak Al-Elm” series.
A 10-person team shared ~100 pieces of gear, tracked by calls, texts, and memory. Shoots got blocked waiting on equipment nobody could locate, and no one knew what was worth buying more of.
I treated it as availability plus accountability, with usage data as the byproduct. Can I book this for my shoot, who has it and is it back, and what do we actually use enough to buy more of?
A mobile checkout tool with live availability, an ownership trail, and fault flagging. Staff reserve gear against a project and return date; usage analytics inform buy-more-vs-retire decisions. Built Arabic-first for the team that uses it.
I've been building things for as long as I can remember, as a kid it was wood, and I wanted to be a carpenter. I still build; I just changed the material.
Design, marketing, and media buying taught me how people actually decide and act. Product is where all of it comes together, and where I learned the one rule I build by:
Products don't fail because the idea is bad. They fail because we forgot why we were building them.