Against Simplicity.
Conventional product wisdom treats complexity as a problem to be reduced. At tonies — IoT, licensed content, subscriptions, global distribution — complexity is the moat.
Event page → Product × Tech × Teams
Executive Builder. Growth Generalist.
20 years across 5 industries: engineer → product → business leader. Product & Tech leadership to grow businesses and teams. Currently transforming how teams work in an AI-native era that expedites learning.
Building · open source
My family's 24x7 assistant, without a claw.
runs our calendar, shopping lists and reminders over WhatsApp and Telegram. Open source, built in the open, and your family's schedule never leaves your own machine.
/today
Good morning, Alex.10:30 Rumi (with Alex) · Pediatrician14:00 Ari (with Taylor) · Soccer18:30 Family dinnerAmsterdam 14° · 3 events today
The Journey
20 years. 3 countries. 5 industries.
Engineering in India, product across the UAE and Germany, business at Harvard. Each chapter gave the next one something it needed — and range is what lets me borrow across them.
Building · training practice
Most teams adopt AI and change nothing.
Demos stall when nothing in the operating model moves around them — that's a design problem, not a team problem. Product Builder is the cohort practice I run to fix it.
Giving back · pro bono
Reflection. Inspiration. At every stage.
This is what unlocked my growth at every stage, for which I am grateful. Mentoring and coaching product leaders is how I pay that forward — free, confidential 1:1s for a first management job, an industry or country pivot, or a function built from nothing. No agenda needed; bring what is on your mind.
02 // missions
Five industries. Three countries.
Each chapter was a different mission, a different stage, a different country. Range is what lets me borrow across them: subscription retention from EdTech into connected hardware, loyalty economics from retail into D2C, enterprise rigour from B2B SaaS into consumer teams.
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2021 – Present International D2C growth; engage families with new hardware + digital products to expand LTV.
12M+ Tonieboxes and 100M+ Tonies sold. Acquisition & retention efforts driving an average 40 screen-free minutes played per toniebox.
D2C IoT/Hardware Content Publishing -
2017 – 2021 Subscription revenue growth and retaining active learners.
10M+ learners. 230M+ revenue scale. Doubled the PM team and scaled discovery in cross-functional teams.
EdTech Retention -
2014 – 2017 Housing-community SaaS that was ahead of its time.
Entrepreneurial learning through a GTM failure — what I'd do differently has shaped every product I've built since.
Entrepreneurship B2B SaaS -
2015 – 2017 Engage shoppers to collect & spend loyalty points across 20 brands.
15M+ Shukran members. 1,500+ stores. 15 e-commerce brands.
Retail Loyalty -
2009 – 2015 Build an e-procurement & e-invoicing solution concept-to-revenue.
Multi-million-dollar ARR. Guided procurement innovation through 5 patents. Turned launch customers into references.
B2B SaaS ERP & Finance -
2007 – 2009 Embedded automobile controllers. ERP integration & data engineering. Cash-flow visibility for a $15Bn conglomerate.
The discipline behind software craft as a baseline.
ERP & Finance IoT/Hardware
03 // craft & practice
Sharing is how I sharpen my thinking.
Quality was never about bugs. AI revealed it.
04 // reading
Notes from the practice.
Five pieces I'd point you to first. The full archive runs to 140+ posts across product, teams, transformation, and the practice of building.
Strategy is mostly subtraction.
Choosing what to do is the easy half. Choosing what not to do — and defending the cut when the room disagrees — is the work.
late 2025 read the essay →
If nothing on your roadmap makes you uncomfortable
Strategy is a set of choices. If every item has unanimous support, you're optimising for comfort.
5 months ago read →
The meeting that should have been a decision.
Most alignment meetings exist because someone isn't empowered to decide.
6 months ago read →
What I learned rebuilding from scratch three times.
At 17, at 29, at 31. Each time: no playbook, no safety net.
early 2026 read →
Hire for judgement, not credentials.
Credentials tell you what someone has done. Judgement tells you what they'll do when the situation doesn't match the playbook.
late 2025 read →
05 // what I bring to teams
What I bring to teams.
I love being part of hungry teams that want to reinvent — and I bring three commitments that don't change, no matter the industry, market, or stack.
06 // contact
Let's shape something together.
What excites me: ambitious teams turning complexity into compounding value, and a mandate where the transformation work is just beginning — the specifics are in what's next. For advisory, speaking, mentoring or hiring conversations, write to me — I reply to everything I can within a week.
scan to connect