Building clearer businesses, shipping real products.

Some businesses fail loudly. Others drift quietly for years. They add more pages, more offers, more features, more language, and somehow become harder to explain with every step. I have spent most of my career inside that problem, as someone doing the work.

I started in 2008 as a UI/UX designer. That taught me how people move, where they hesitate, and why friction usually starts long before anyone calls it a business issue. Design pulled me into product. Product pulled me into strategy. Strategy pulled me into the harder question behind most stalled companies: what are we actually building, for whom, and why should anyone care?

That question has followed me through enterprise software, payments, collections, regulated platforms, mobile products, specialist hiring, and venture building. As Chief User Experience Architect at Crossover (ESW Capital), I led UX architecture across 10+ enterprise platforms used inside a 130+ country distributed organization. As Chief Product Officer at Skout Deals, I shipped a B2C mobile platform end to end and cut customer churn by over 32% through clearer value delivery. At Japan Tobacco International I defined a global data visualization strategy and worked on Microsoft HoloLens prototypes for industrial use cases.

Most recently, as Head of Product at Webio, I led the product function for a conversational AI platform serving Tier 1 enterprise clients in collections and payments. That work helped shape the product foundation behind Webio being acquired by Aryza in 2025.

Today the work continues from Dubai.

I am founding Meshtally, a payment orchestration platform for high-volume merchants (PSP routing, failed payment reduction, settlement clarity) selected into Antler Dubai Residency and Alpha Startup at Web Summit Qatar 2026. In parallel, I am building Nanotesting, an automated security assessment platform that runs the boring half before a pentester arrives, and producing ISO 27001 and SOC 2 evidence for founders and security teams.

Through SodaSoft, the venture studio I have run since 2014, I help take early-stage B2B software ideas from market validation to first commercial traction. I also advise Decot on product strategy and go-to-market for a contract management platform.

In 2025 I published two books written from this operator perspective: How to Niche Down (and Actually Make Money) and 7 Days to Your Fintech PM Offer. They are field-tested playbooks, not motivational reading.

That is the work. Practical, repeatable, and grounded in what buyers will actually pay for, not what looks good in a deck.