I turn product-rich businesses into commerce engines — across the UAE, UK and Europe. Connecting the technical build to the commercial result, with nothing lost in translation. I lead the project end to end and build working systems with AI — quoting, pricing, CRM and campaign tools that are live in production.
Project leader who ships working software with AI: I scope it, direct it, test it and launch it
16+Years leading digital commerce and business growth30+Platforms, integrations and marketplaces delivered7Regions covered across UK, EU, UAE and MEA
Commercial-first leadershipDigital decisions built around business outcomes.
Multi-region executionUAE, UK, Europe and MEA commerce exposure.
Organizations
Brands and companies connected through commerce, delivery and digital growth.
A focused view of the organizations, platforms and client environments where strategy, delivery ownership and digital growth have been turned into measurable commercial outcomes — spanning the current multi-brand portfolio managed today and the agency roles that built the track record.
VTAC
Current portfolio
LEDXpress
Current portfolio
PowerXpress
Current portfolio
Terracore
Current portfolio
Wisoft Solutions
Career history
Whitehats LLC
Career history
Infobahn Consultancy
Career history
“I turn complex digital ecosystems into commercially clear growth engines.”Dubai execution mindset · multi-platform delivery · commerce-first thinking
Executive summary
A career built on commerce, systems, client trust and execution.
The foundation combines business development, technical consulting, CRM, cloud, websites, e-commerce, APIs and client delivery. That mix creates a practical leadership style: understand the commercial goal, shape the digital route, align the team and deliver the outcome.
Today, the focus is digital commerce leadership across product-rich businesses: sharper catalogues, better landing pages, clearer B2B journeys, stronger marketplaces, better integrations and faster execution using automation and AI where it makes the business more efficient.
Systems foundation
CRM, cloud, APIs, e-commerce and digital operations.
Commercial ownership
Relationships, proposals, negotiation and client delivery.
Commerce growth
Category UX, marketplace readiness and conversion journeys.
Measurable results
Sales growth, cost reduction, traffic growth and delivery control.
Download CV
Download a focused career profile with experience highlights, education and delivery capability.
Turning management vision into digital reality across commerce, platforms and teams.
A cleaner executive view of current portfolio ownership, followed by agency and consulting experience backed by project delivery, CRM, cloud, business development and measurable commercial results.
Current portfolio operating model
One bridge between management, platforms, agencies and delivery teams.
Across VTAC, LEDXpress, PowerXpress and Terracore, the role connects business vision with execution: domain, server, web security, Magento 2, product management, feature development, payment gateways, SAP, marketplace integrations, marketing automation, Bitbucket workflow, design, SEO, performance marketing and distributed team coordination.
Development team - India Server team - Poland Design, content and social - Philippines Local business team - Dubai Performance marketing agency SEO agency
E-commerce Project Manager
VTAC
August 2023 - Till Date
Lead the digital commerce execution layer for a large lighting, electrical and energy product ecosystem, ensuring product data, catalogue structure, landing pages and Magento 2 workflows support business growth.
Coordinate internal teams, external agencies and technical resources to move from idea to deployment.
E-commerce Project Manager
LEDXpress
August 2023 - Till Date
Drive LEDXpress digital commerce improvement with a focus on smoother online ordering, catalogue accuracy, marketplace readiness and integration-led growth across multiple sales channels.
Support ChannelEngine integration to connect LEDXpress product data with 30+ marketplaces.
Coordinate payment gateway integration, SAP workflow alignment and marketing automation requirements.
Work across order journey improvements from user reach to delivery and customer advocacy.
Manage Bitbucket-linked development coordination and release communication with remote teams.
E-commerce Project Manager
PowerXpress
Jan 2026 - Till Date
Build a conversion-focused digital commerce journey for solar panels, energy storage, kits and accessories, combining technical product education with strong category UX and trust-led enquiry paths.
Solar CommerceCategory UXFeature RoadmapLead Conversion
Shape product storytelling for technical categories so customers understand selection, compatibility and value.
Coordinate Magento 2, payment, domain, server, email and security priorities for reliable launch readiness.
Convert management vision into a structured digital roadmap for growth, trust and customer acquisition.
Web Project Manager
Terracore
Jan 2025 - Till Date
Help Terracore grow digitally by improving website structure, service communication, lead-generation paths and online positioning for energy, infrastructure and sustainability-focused audiences.
Web GrowthService PagesLead JourneyDigital Positioning
Manage website improvement priorities, page hierarchy, content flow and lead-focused service presentation.
Coordinate design, copy, technical updates and stakeholder feedback into a controlled delivery process.
Strengthen the website as a credibility engine through project-led messaging and clearer calls-to-action.
Build a scalable web foundation for future digital campaigns and business development activity.
Head - Projects & Business
Wisoft Solutions
August 2019 - July 2023
Owned project and business delivery across performance marketing, UI/UX, websites, e-commerce, marketplaces, payment gateways, API integrations, CRM, mobile applications, WhatsApp Business API and email services.
Built long-term relationships with high-volume clients and translated business needs into execution plans.
Managed teams, timelines, roadblocks and cross-functional coordination across design, sales, creative, advertising and technical teams.
Developed growth plans, new service offerings, proposals, contracts, retention strategies and market expansion opportunities.
Negotiated with clients and stakeholders while keeping service quality, feedback and product delivery aligned.
Reported progress, success areas and improvement opportunities across service, technology and business delivery.
Supported business development through networking events, trade shows and strategic client engagement.
Business Development Manager + CRM & Cloud Consultant
Whitehats LLC
April 2016 - July 2019
Worked across website development, e-commerce, API integrations, mobile applications, digital marketing, cloud services, email, domain, IT support, custom software and CRM consulting.
Business Development Responsibilities
Built and retained relationships with clients while developing new business opportunities and territory partnerships.
Acted as the bridge between client and company from tendering, drafting and project communication to delivery, after-sales, upgrades and renewals.
Prepared proposals, estimates and client presentations while supporting sales and presales activity.
Developed channel partners and reseller opportunities across territories.
Web, Marketplace & E-commerce Responsibilities
Managed website, responsive web, marketplace, e-commerce, online payment gateway, API and mobile application requirements.
Coordinated Angular, Material Design, Bootstrap, WordPress, Drupal, Magento, WooCommerce, Laravel, CodeIgniter, Ionic and custom PHP delivery.
Liaised with developers and clients, managed quality assurance, documentation and project communication.
Educated clients about connected services including digital marketing, domains, email and custom software.
CRM Consulting Responsibilities
Led presales consulting, product demonstrations, business process analysis, Fit/Gap reports and CRM implementation planning.
Created solution designs for business, interface and performance requirements.
Configured CRM views, forms, fields and entities around client staff specifications and merged data needs.
Delivered user and administrator training with documentation and adoption support.
Cloud & IT Services Responsibilities
Consulted, planned, designed and implemented combined cloud and business process solutions.
Worked across IaaS, PaaS and SaaS using AWS, Google Services, Azure and DigitalOcean.
Presented proof-of-concepts, managed expectations and supported the shift from traditional platforms to modern cloud architecture.
Educated clients on IT support, infrastructure setup, telephonic solutions, wireless solutions, backup, email and annual maintenance contracts.
Esteemed client portfolio
MaharatiUnion CoopEtihad MallAl Barsha MallAl Adil Trading
Business Development Manager
Infobahn Consultancy
March 2010 - March 2016
Managed business development, account growth, client presentations and B2B/B2C/D2C sales strategies across web, SEO, social media, branding and software services.
Surpassed sales goals by 15% in 2015Surpassed sales goals by 35% in 2014Reduced marketing cost by AED 500,000Supported 250% website traffic growth
Maintained strong relationships with key contacts in existing accounts and developed new accounts.
Liaised between technical teams, clients, senior management and stakeholders.
Identified market trends, gaps and niches to build business development plans.
Managed prospecting, bidding, high-volume pipeline activity, presentations, negotiations and major project quotations.
Helped grow market share by moving company products from B2C into B2B opportunities.
Signature strengths
Six strengths that make the profile commercially useful.
Built for leadership teams that need commerce strategy converted into live platforms, measurable process improvement and stronger customer journeys.
Digital commerce transformation
Turns product, platform and customer journey complexity into cleaner commerce execution.
Works across UAE, UK, Europe and MEA with practical project ownership and commercial discipline.
AI-assisted execution
Uses AI to speed up product data, landing pages, QA, campaign content and repetitive delivery tasks.
How I deliver
I lead the project and direct AI to build it.
My value is owning the outcome: what gets built, in what order, with which partners, and whether it launches and works. The platforms below are what those projects run on.
Lead
Scope, priorities, vendors and teams across UAE, UK and Europe. Clear briefs, honest timelines, launch ownership.
Build with AI
I turn a business need into a working tool or page by directing AI, then test and refine it until it is production-ready.
Run on proven platforms
Magento, CRM, payments, cloud and automation I have used for years. The grouped list below is that stack.
Client and sector references showing trust, delivery and range.
These references support senior stakeholder communication, project clarity and delivery confidence across retail, education, hospitality, agriculture and lifestyle sectors.
Reference highlight
Al Adil Trading / Dr Dhananjay Datar
A retail leadership reference that reinforces credibility, senior stakeholder handling and high-trust client communication.
Reference highlight
My Learning Key
Education-sector delivery reference focused on digital presence, project clarity and client-facing execution.
AI does the building. I own the decisions: what to build, how it must behave, whether it is correct, and when it is safe to launch.
1
Brief
I start with the business problem and the people who will use the tool: the sales desk, installers, managers or customers. I write down what success looks like before anything is built.
2
Direct
I direct AI to build in small, reviewable steps, with clear rules for data, wording and behaviour. I choose the platform and the trade-offs; the AI writes the code.
3
Verify
Nothing ships on trust. I run tests, try the real flow end to end, check the live result, and keep test mode separate from live payments and live data.
4
Launch and run
I deploy to production, watch what real users do, and keep improving. Each tool is documented so the team can use it without me in the room.
My rules for AI-built work
No invented numbers or claims on any page or report.
Secrets and passwords never go into code or public pages.
Test keys before live keys; a test pass before every launch.
If I cannot verify it, it does not ship.
Case studies
Four problems I scoped, directed and took live.
Each one started as a manual process inside PowerXpress. I defined the problem, directed the build with AI, tested it on real flows and launched it. Facts only, no inflated numbers.
Quotes were built in documents, sent by email and chased by hand, so managers could not see what was out or why a quote stalled.
What I led
I defined the flow: build a professional quote in minutes, send it by email or WhatsApp, and let the customer accept and pay by card from the same link. I directed the build, tested the payment path and launched it.
What shipped
Quote, accept and pay in one link, with every quote tracked from draft to won and visible to managers.
Registrations from campaigns sat in the CRM until someone remembered to look, so interested people were called back late or not at all.
What I led
I defined one live list of every lead with its owner and status, the team hierarchy, and recorded call outcomes. I directed the build and kept it in step with Pipedrive.
What shipped
One place for the whole team to work every lead: notes, history, follow-ups, Gmail, lead transfers, and personal QR codes that capture leads straight into the CRM.
Ad results, website visits, coupon use and lead follow-up sat in different tools, so nobody could see which spend turned into customers.
What I led
I decided which questions management needed answered, and directed the build so the figures on screen come from the connected sources.
What shipped
One dashboard showing what every advertising pound brings in, with plain-English recommendations on what to stop, what to scale and what is not being tracked.
Live from the Hub
Systems I’ve led and shipped, kept up to date automatically.
Every project I add to the PowerXpress Digital Sales Hub appears here on its own, with a plain-English summary. I scope and direct each one, and AI does the heavy building.
AI in action
Sales tools, landing pages & campaigns built with AI.
The PowerXpress digital sales toolkit (Lead Hub CRM, Quote Desk, Price Desk, Marketing Hub, configurators) plus conversion-focused pages, campaigns and emailers across PowerXpress, LEDXpress, V-TAC, SourceHaus and personal brand sites — concepted, designed and shipped fast with AI-assisted workflows, from copy and layout through to the responsive build.
Let's connect
Let's shape the next digital growth move.
Share the opportunity or challenge — I usually reply within 24 hours.
Magento
Shopify
WooCommerce
WordPress
Drupal
OpenCart
Marketplace
B2B Commerce
ASP.net
Angular
Bootstrap
Laravel
CodeIgniter
Ionic
PHP
JavaScript
HTML5
CSS3
HubSpot
Zoho
LeadSquared
Salesforce
Microsoft Dynamics
CRM Consulting
Stripe
PayPal
Checkout.com
Telr
Network International
Postman
REST API
ChannelEngine
Channable
Zapier
Make
Brevo
Google Analytics
Google Tag Manager
AWS
Microsoft Azure
Google Cloud
DigitalOcean
Cloudflare
cPanel
IT Support
Backup Solutions
GoDaddy
AENIC .ae
G Suite
Google Workspace
Microsoft 365
Mailchimp
SendGrid
WhatsApp Business
Bulk SMS
TypeScript
Python
Java
Ruby
Kotlin
Swift
Dart
C/C++
React
Vue
Svelte
Next.js
Nuxt
Tailwind
GSAP
Framer
Three.js
Lottie
Hyvä
Liquid
Astro
Node.js
Django
FastAPI
Spring Boot
MySQL
PostgreSQL
MongoDB
Redis
Elasticsearch
OpenSearch
Algolia
Supabase
DynamoDB
Pipedrive
Freshsales
Odoo
Monday CRM
SAP
Oracle NetSuite
Amazon Payment Services
PayTabs
CCAvenue
2Checkout
Visa
Mastercard
Apple Pay
Google Pay
Samsung Pay
Cloudways
Nexcess
Kinsta
WP Engine
SiteGround
Hostinger
Alibaba Cloud
Khazna
Etisalat / e& Cloud
Hetzner
Namecheap
Google Domains / Squarespace
Name.com
Porkbun
Gandi
Tasjeel
AEServer