Product Manager at Ascend Themes (2025-02 – Present)
- Own end-to-end product for Flawless, a premium Shopify Theme Store theme: 5,000+ trials, 1,000+ active paying merchants, approximately 30% current trial-to-paid conversion, and $100K+ yearly net revenue.
- Hold CEO and Director responsibility for Ascend Themes alongside the product role, carrying P&L ownership and accountability for pricing, commercial trade-ofs, and hiring for the product line.
- Translate merchant problems, business priorities, UX intent, and technical constraints into PRDs, user stories, acceptance criteria, sprint priorities, QA expectations, and release decisions.
- Shipped 15+ releases on a monthly cadence across merchant setup, product discovery, merchandising, localisation, and conversion-focused storefront UX, holding a 100% positive Shopify Theme Store rating across 40 reviews.
- Prioritise the roadmap from merchant conversations, recurring support patterns, community signals, and Google Analytics, evaluating requests by frequency, category ft, merchant value, technical efort, and business impact rather than treating every request as a commitment.
- Removed a recurring source of purchase hesitation by diagnosing, through merchant conversations and support patterns, that the trial experience did not match the demo store, then aligning trial layouts with demo expectations.
- Used geographic demand signals to prioritise RTL support for Middle Eastern merchants, letting some customers replace a paid-app dependency.
- Lead a cross-functional design, development, and QA team by setting product context, delivery expectations, review rituals, and release discipline.
Head of Themes at ShopTrade (2024-07 – 2025-01)
- Owned the themes function end to end, setting product direction, technical standards, and the quality bar, and planning ongoing theme updates driven by merchant needs, platform changes, and UX opportunities.
- Led the launch of Flawless on the Shopify Theme Store, working through platform standards, product quality, UX, technical architecture, QA, and release readiness.
- Balanced merchant fexibility and customisation against storefront performance, maintainability, and Shopify platform constraints.
- Mentored engineers, reviewed implementation approaches, removed delivery blockers, and contributed to hiring and public communication.
SDE III at ShopTrade (2023-04 – 2024-06)
- Architected Shopify theme structures around functionality, maintainability, platform constraints, merchant fexibility, and storefront experience.
- Ran requirements discovery directly with merchants and clients on complex storefronts, translating design, business, and client requirements into maintainable technical solutions.
- Explained technical feasibility and implementation trade-ofs to clients in practical business language.
- Raised engineering standards across code quality, security, performance, testing, and code review.
Front-End Developer at ShopTrade (2021-05 – 2023-03)
- Built responsive Shopify storefronts and reusable theme components from design and business requirements.
- Collaborated with designers and backend developers to translate UX and functionality into maintainable implementations.
- Balanced custom design expectations against maintainability, performance, usability, delivery scope, and Shopify platform constraints.
UI Developer 2 at Media.net (2019-07 – 2021-04)
- Built responsive, cross-browser, performance-aware interfaces for ad-tech products where performance, accuracy, and cross-browser behaviour mattered.
- Worked with backend teams on API integration and analytics implementation, and translated commercial requirements from business-development stakeholders into interface behaviour.
Frontend Engineer at InVideo (2019-02 – 2019-06)
- Built pixel-accurate, high-performance pages for the main marketing website for a global audience, working with product, design, and marketing on UI, UX, page performance, search visibility, and conversion-oriented improvements.
Freelance Web Developer at Self-employed (2018-10 – 2019-01)
- Delivered web-development work directly for clients, covering requirements discovery, independent execution, communication, and delivery.
Associate Software Engineer at Vistaar Digital Communications (2017-07 – 2018-09)
- Built responsive, cross-browser, mobile-friendly user interfaces and implemented human-centred layouts with design teams.
- Integrated APIs and analytics with backend teams and worked with business-development stakeholders to implement product functionality.
