Senior frontend engineer with more than eight years of experience leading cross-functional teams and shipping user-focused products across the Middle East.
Specialised in translating complex product requirements into responsive, inclusive interfaces powered by modern React and Next.js stacks.
I love partnering with design, product, and backend teams to build design systems, elevate accessibility, and deliver outcomes that move the business forward.
Currently, I'm a Senior Frontend Developer at Desertcart, building cross-border e-commerce experiences that connect shoppers across the MENA region with global brands.
I love building design systems, type-safe tooling, and resilient UI that performs beautifully on every device. If you'd like to collaborate — or just talk. feel free to drop me a note or check out my full resume.
Experience
Experience
Mar 2025 — Present Driving the revamp of Desertcart's core Next.js platform to improve Lighthouse performance by 35%, lifting engagement across millions of cross-border ecommerce users. Built a frontend observability stack with Sentry, Datadog RUM, and real-time dashboards to halve the detection and resolution time of production issues. Standardised CI/CD workflows, Storybook libraries, and automated testing with Jest and Cypress to shorten deployment cycles by 25% while partnering with product, design, and backend teams to optimise checkout, search, and product detail journeys and mentor the frontend guild.
- React
- Next.js
- TypeScript
- Sentry
- Datadog
- Storybook
- Jest
- Cypress
Nov 2022 — Feb 2025 Leading frontend initiatives for CAFU's B2B platforms, scaling design systems and fueling growth across the region. Grew the frontend team from 3 to 11 engineers while launching a fuel order management console and reusable component library that cut delivery time by 20%.
- React
- Next.js
- TypeScript
- Storybook
- Jest
- Cypress
- AWS
2021 — 2022 Optimised the Middle East's largest real estate platform with a focus on performance, SEO, and accessibility. Drove a 25% reduction in page load, sped up roadmap delivery by 15%, and embedded TDD practices to lower escaped defects by 20%.
- React
- Next.js
- TypeScript
- Jest
- AWS
2020 — 2021 Delivered bespoke web platforms for regional enterprises, bridging UX, frontend, and backend teams. Owned frontend architecture, crafted responsive design systems, and led integrations with REST APIs and headless CMS stacks.
- React
- Vue
- Next.js
- Node.js
- Tailwind CSS
2016 — 2020 Built award-winning brand experiences and high-traffic marketing sites for global clients across the MENA region. Shipped full-stack campaigns for brands like Snickers, VISA, BMW, and IKEA while championing analytics, experimentation, and accessibility best practices.
- React
- Node.js
- Express
- WordPress
- PHP
- AWS
Projects
Projects
Canon Print Pal
Decisioning tool that guides customers to the right Canon printer with CRM integrations and analytics.
Localized for three regional markets
- Next.js
- TypeScript
- Node.js
- AWS
Pizza Hut Offline Hour
Campaign experience encouraging families to unplug during Earth Hour with interactive prompts and storytelling.
Featured by Pizza Hut MENA for Earth Hour 2021
- Next.js
- Tailwind CSS
- Contentful
CAFU B2B Dashboard
Fuel order management console with live telemetry, invoicing, and support workflows for enterprise clients.
Serves 1,200+ business accounts
- React
- Next.js
- Storybook
- Jest
Support Spectrum
Auction and donations platform enabling supporters to bid on designer pieces while donating to autism programs.
- React
- Node.js
- Stripe
- AWS
Bot Bind
SaaS platform for hosting custom Discord bots with marketplace add-ons, billing, and automated deployments.
- React
- Express
- MongoDB
- DigitalOcean
Articles
Articles
2022• 3 min read
Responsive vs Adaptive Design - What's the difference?
Responsive and adaptive design are two terms that are often used interchangeably. But they are not the same.
2022• 2 min read
Tools I use
A list of the tools and software that I use on a daily basis to help me build the Web.
2021• 4 min read
Optimize your React App Performance with Memoization
Using React Hooks you can optimize your react components and help improve the performance of your application
2021• 6 min read
Creating Unhackable passwords
How do you make a strong password that is uncrackable using brute force?
