Building the systems behind Petfast, Creatures, and what comes next.
I design and operate end-to-end commerce and growth systems, from Shopify architecture to attribution, automation, and the ops that keep a small team moving fast.
Based in Giza, working across product, data, and operations.
I'm a Product Owner with an R&D background. Most of my work lives at the intersection of e-commerce infrastructure, growth measurement, and the operational detail that makes a store actually run: inventory, delivery, payments, and the funnel in between. I build with Shopify, automation agents, and whatever cuts the manual work out of the loop.
What I'm running
Three things at once, each at a different stage.
Petfast
A pet food and supplies store built on Shopify, serving Giza and greater Cairo. I own the product roadmap: native mobile app, Meta and attribution analysis, CRO, and the operational layer connecting checkout to delivery.
Creatures
An eco-adventure camping company running desert and nature trips across Egypt, moving toward lower-footprint operations through NGO partnerships.
A new Shopify-focused studio
A full-stack partner for SMEs launching or scaling e-commerce on Shopify, built on the same playbook used to run Petfast. Details land here as the studio takes shape.
How I build
Four habits that show up in every project I touch.
Data before opinions
Every recommendation gets checked against real order, session, and ad data before it ships, not after.
Automate the repeatable
If a task runs weekly, it gets scripted or agent-run. Humans handle the judgment calls, not the data entry.
Ship narrow, verify, expand
Small releases tested against real behaviour, then widened once the data backs the change up.
Own the full stack
Product, storefront, logistics, and the numbers that tie them together. I work across the whole chain, not one slice of it.
How a project moves
The same sequence whether it's a storefront build or a growth audit.
Diagnose
Pull the real data first, orders, sessions, ad spend, before proposing anything. Most of the actual insight lives here.
Plan
Turn findings into a prioritised, scoped plan with clear guardrails, so we know what success looks like before building starts.
Build
Ship the narrowest version that tests the idea, on Shopify, in the app, or in the ad account, whichever the plan calls for.
Verify and expand
Check the change against real numbers before widening it. If it didn't move the metric, we say so and try the next hypothesis.
What I take on
Four kinds of engagement, each one I've run end to end on a live store.
Shopify builds
Storefront architecture, custom sections, metaobjects, and the native-app layer on top when the store has outgrown a template.
Growth and attribution audits
Finding where ad spend is actually converting versus where it's just getting credit, then fixing the funnel underneath it.
Operational automation
Agent-driven workflows for inventory, reporting, and support, built to remove the manual steps a growing team can't keep up with.
Product ownership
Roadmap, prioritisation, and the discipline to ship narrow and verify, running as the embedded Product Owner, not an outside consultant.
Questions people usually ask
Do you work with teams outside Egypt?
Yes. Petfast and Creatures are both Egypt-based, but the Shopify and attribution work translates directly to any MENA or international store on the same stack.
Do you take on short, scoped audits or only long engagements?
Both. A funnel or attribution audit is usually a 1-2 week scoped engagement. Product ownership or a full storefront build runs longer.
What's the new studio mentioned above?
A Shopify-exclusive partner for SMEs starting or scaling e-commerce, built on the same approach used to run Petfast. It's not live yet, reach out if you want early access.
How do I get in touch?
Email is the fastest way to reach me, see the contact section below.
Let's talk about your store.
Whether it's a Shopify build, a growth audit, or something adjacent, reach out directly.