Seif Frad

Senior Product Leader with 6+ years of experience led end-to-end product strategy across B2B and B2C marketplace and logistics platforms. Proven track record of delivering 20%+ YoY GMV/NMV growth, leading successful expansion into Saudi Arabia, and generating $175K+ in monthly recurring revenue through product-led growth initiatives. Experienced in building and scaling cross-functional teams, leveraging data and AI-driven solutions, and aligning product outcomes with measurable business impact.

Head of Product (Promoted) at Armada Delivery Solutions (2023-03 – Present)

Led product strategy for a multi-sided logistics marketplace serving consumers, merchants, drivers, and internal operations teams.

• Lead and mentor 15+ product, design, engineering, QA, and data professionals operating in squad-based teams
• Launched and scaled 14+ products and platforms, including consumer app, driver app, merchant app, POS, and operations backstage
• Scaled daily orders from ~3,000 to 5,000–6,000, delivering 20%+ YoY GMV and NMV growth
• Led product expansion into Saudi Arabia, owning localization, pricing logic, operational workflows, and compliance adaptations
• Implemented outcome-based KPIs and North-Star metrics, improving delivery efficiency by 24%
• Drove product-led monetization initiatives generating $175K+ in monthly recurring revenue
• Integrated AI-driven tools into product discovery, analytics, and operations to improve prioritization and decision-making

Product Manager at Armada Delivery Solutions (2022-03 – 2023-02)

Product Manager role at Armada Delivery Solutions.

Product Manager at Kamioun (2020-01 – 2021-12)

Led the product roadmap for a B2B e-commerce marketplace serving retailers and suppliers nationwide, balancing growth, unit economics, and operational scalability.

• Built and managed a 6-member cross-functional team (product, engineering, operations), establishing delivery rituals and clear ownership
• Partnered with growth and operations teams to design data-driven acquisition and retention initiatives, contributing to measurable improvements in active merchants and repeat order rates
• Designed and launched analytics-led funnel optimizations, improving conversion across key buyer journeys
• Owned the full product lifecycle from discovery to launch, using user interviews, usage data, and experimentation to continuously improve UX and operational efficiency

Product Designer at Kamioun (2020-08 – 2020-12)

Designed and validated core user journeys through interactive prototypes and usability testing.

• Designed and validated core user journeys through interactive prototypes and usability testing
• Collaborated closely with engineering and leadership to refine MVPs and accelerate experimentation cycles

Master's Degree in Hotel & Tourism Management – Superior Institute of Management of Sousse, Tunisia (2017-09 – 2019-06)

Bachelor's Degree in IT Management – Superior Institute of Management of Sousse, Tunisia (2013-09 – 2016-06)