Salah Murad

CEO

Kuala Lumpur, Malaysia20 yrs 2 mos experience
Highly StableAI Enabled

Key Highlights

  • Achieved 17% YoY increase in airline booking conversion.
  • Scaled eCommerce catalog by 3.5x with 50% conversion boost.
  • Spearheaded AWS cloud migration for product provisioning.
Stackforce AI infers this person is a Product and Technology Executive with expertise in E-commerce and VOD industries.

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Skills

Core Skills

Product StrategyProduct ManagementSolution ArchitectureProgram ManagementProject ManagementSoftware Development

Other Skills

Product LeadershipProduct StrategiesMarket ResearchCustomer InsightCustomer ExperienceDevOpsProblem SolvingExecutive LeadershipTeam BuildingBig Data AnalysisTeam LeadershipStart-upsAgile MethodologiesPartner Relationship ManagementTechnical Project Management

About

Leadership and Strategy: •21+ years driving success in Product and Technology, with demonstrated success in startups and enterprises in diverse sectors—including airline, OTA, e-commerce, telecom, VOD entertainment, FMCG, HR, sales, procurement, and finance—by leveraging market trends, customer insights, and best practices in product, delivery, and analytics •Built diverse teams across varying seniority levels, streamlining team structure, and fostering growth through job evaluations, CDPs, mentorship sessions •E2E lifecycle, from market research and customer insights, crafting strategies and OKRs to forging across-departments roadmaps, driving solution design, delivery and setting north-star metrics and input/output KPIs (case studies link below) Business Impact: •Achieved 17% YoY increase in airline booking conversion and 18% NPS uplift for 130M+ users by optimizing the booking funnel, personalizing bundles, targeting campaigns, and deploying AI-driven recommendations •Boosted CR up to 50% and reduced infra cost. Contributing to 3.5x growth in eCommerce catalog (7 billion offers) with marketplaces partners like Shopee, Lazada. •Shortened time-to-market by crafting lean OTT products development strategy; payment ecosystem, enabling 30M MAU; 1M+ billing relationships prioritizing Axiata OpCos Product and Technology Management: •Owned product strategy, roadmap, and e2e delivery for teams in Prague, Cape Town, and Malaysia, automating metrics analysis, health monitoring, and customer feedback with GenAI •Developed hyper-targeted personalized promotion strategies based on customer cohorts according to purchasing behavior •Elevated product engineering delivery excellence by championing the adoption of optimal methodologies, including Agile Scrum, Kanban, and Waterfall •Managed programs as World Cup streaming enablement on iflix mobile, Campaign Management, BI solutions for Telco •Spearheaded successful AWS cloud migration of product provisioning microservices crystallizing prioritization decision-making framework and implementation strategy Technology Exposure and Data Analytics: •Leveraged data and analytics tools: Amplitude, Kibana, Newrelic, data warehousing, SQL, to drive insights and decision-making •Engaged with Technology stack: AWS, Gen AI, Python, API, GraphQL, JavaScript, Robot test automation, React, C#, DevOps for managers (Docker, Kubernetes, Jenkins, Ansible), MySQL, security (Mend, Burp), touchpoint (HLR, VLR, IN, USSD, SMSC) https://salah-murad.notion.site/Exploring-Strategies-with-Real-World-Cases-2d60a340a3a448e4b3b4d01ef124dd8c

Experience

20 yrs 2 mos
Total Experience
3 yrs 6 mos
Average Tenure
2 yrs 3 mos
Current Experience

Move

Head of Product

Jan 2024Present · 2 yrs 3 mos · Greater Kuala Lumpur

  • Developed online airline product strategy using market research, customer insights, industry trends, competitive and disruption analysis.
  • Managed a team of product managers overseeing B2C and B2B airline product roadmaps.
  • Increased customer NPS by 18% through automated feedback analysis (GenAI), flight booking funnel analysis, and user experience improvements
  • Built dynamic bundling and personalization engines, raising ancillary attach rates and enhancing in-flight experience, contributing to a 17% YoY CVR increase.
  • Developed Inventory Quality Model, Engagement Strategy Matrix, and Engagement Behaviour Clusters Model to inform engagement and conversion strategies.
  • Established an upgraded RICE prioritization model for the Ideas hub, focusing on feasibility, impact, and business viability.
  • Improved product portfolio management and roadmap delivery by developing a Product Governance Work Model and hybrid framework combining rolling-wave planning, scrumban, planned-driven methodologies
Product LeadershipProduct StrategiesMarket ResearchCustomer InsightCustomer ExperienceProduct Strategy+1

F-secure corporation

Product and Technology Management Consultant

Aug 2023Jan 2024 · 5 mos · Malaysia · Hybrid

  • F-Secure is a global cyber security and privacy company with HQ in Finland.
  • Owned overall product subscription provisioning roadmap and steered 50% of KL Tech division, directing teams of senior software & quality engineers and a solution architect. Driving key technical & architectural decisions.
  • Accelerated team delivery agility by orchestrating structure and processes, initiating critical monolith decomposition, paving the way for full microservices transformation.
  • Automated maintenance mode deployment cutting down time to few minutes.
  • Migrated legacy products & key microservices to AWS cloud, enhancing scalability & performance.
Program ManagementSolution ArchitectureProduct ManagementDevOpsProblem Solving

Iprice group

Director- Product and Solution Engineering

Jan 2020Jun 2023 · 3 yrs 5 mos · Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia

  • iPrice is a regional online shopping in SEA, FinTech, and e-commerce aggregator that exists in 7 countries.
  • Delivered critical product and technical objectives as part of senior leadership group, overseeing department budget and vendors, and leading top-performing teams to crush strategic wins.
  • Scaled product catalog 3.5x (7 billion offers) generating 30 million views/m with uplift of conversions by 50% while reducing infra costs. This is through revamping catalog processing solution & leads quality uplift.
  • Engineered 38% affiliate revenue growth via optimizing attribution and tracking solutions and integrations.
  • Strategic partnerships launch on Huawei Petal Search (6 countries) and InMobi advertising platform.
  • Nurtured high product quality: 1K+ integrated merchants with daily updated curated catalog of 500 M SKUs.
  • Managed cross-functional teams and programs, driving roadmaps, OKRs, product metrics, KPIs, and SLAs.
Executive LeadershipTeam BuildingBig Data AnalysisTeam LeadershipProgram ManagementSolution Architecture+6

Iflix

Regional Lead, Products

Jan 2018Dec 2019 · 1 yr 11 mos · Kuala Lumpur, Malaysia

  • iFlix is a regional VOD company with 30M MAU and 30+ partners in SEA, MENA, and Africa.
  • Unlocked first 1M billing relationship with key Telcos in SEA by designing soft bundles, optimizing user acquisition model, churn management, and payment funnel optimization.
  • Expanded payment landscape reaching new segments, implementing telco carrier billing & online banking.
  • Owned product solution engineering roadmap and e2e delivery of the engineering teams in Prague and Cape Town. From product design to deployment in CI\CD and DevOps environment.
  • Empowered onsite & offshore senior managers responsible for OTT products development and delivery in 20 countries across SEA and MENA.
Team BuildingTeam LeadershipProgram ManagementTechnical Project ManagementAgile Software DevelopmentTeam Management+7

Itas group

Principal, Technical Program Management

Feb 2016Mar 2017 · 1 yr 1 mo · Syria

  • ITAS is a tech consultancy group of companies and professional services provider.
  • Boosted effectiveness of project management team by developing Project Management Framework and promoting risks & constraints analysis, and schedule analysis using Montecarlo analysis.
  • Maximized Telco's customer value via successful implementation of large-scale campaign management system. Partnered with an Indian cloud provider, building and training a consultant team.
  • This included hardware provisioning and DC setup (Hadoop, HBase, Oracle, MySQL), integrating diverse data streams like profile attributes, events (ex., Refill transaction, VAS activation), usage metrics (ex., ARPU, calls on-net), and connecting to various touchpoints (HLR, VLR, IN, USSD, SMSC).
Team LeadershipProgram ManagementIntegrationProblem SolvingPartner Relationship Management

Pmo2

Founder- Project Management and ICT Consultancy

Mar 2014Jan 2018 · 3 yrs 10 mos · Syria

  • Achievements:
  • o More than 30 programs with participants from companies across different industries including ICT, banking, FMCG, telecom, Oil and Gas, Finance, from both private and public sectors.
  • Consultancy and training in technical project management, Agile software engineering, and risk management based on international standards (PMP®, PMI-RMP®, PMI-ACP®).
  • One on one coaching.
Executive LeadershipSoftware Project ManagementStart-upsAgile MethodologiesProject Management

New horizons -syria

Part time Business Instructor

Apr 2012Jan 2016 · 3 yrs 9 mos · Damascus

  • ▪ Project Management Trainer (PMP).
  • ▪ Project Risk Management trainer (PMI-RMP).
  • ▪ Project Management for business instructor, Edexcel British diploma.
  • ▪ MS Project Trainer.

Confectionary development industrial company – katakit

3 roles

Head of Software Development

Promoted

Jan 2010Feb 2016 · 6 yrs 1 mo · Damascus

  • Katakit is a food and beverages manufacturing giant with 2500+ employees.
  • Built and empowered high-performing software engineering team, coupled with the introduction of agile practices and risk management, led to consistent on-time delivery.
  • Digitally transformed enterprise by Implementing a multi-company Microsoft Dynamics ERP structure, driving the development and automation portfolio, and collaborating with stakeholders to re-engineer key business processes.
Team BuildingSoftware Development Life Cycle (SDLC)Process AutomationTeam LeadershipProgram ManagementAgile Software Development+10

Software Development Senior Supervisor

Nov 2007Dec 2009 · 2 yrs 1 mo · Damascus

Software Development Life Cycle (SDLC)Business AnalysisProcess AutomationTeam ManagementSoftware Project ManagementSoftware Development

Software Developer and System Support

Sep 2005Oct 2007 · 2 yrs 1 mo · Damascus

  • ▪ Technologies: Microsoft Visual Studio, C#, VB.Net, ASP .Net, Web applications, Web Services, Windows Services, HTML, CSS, JavaScript, AJAX, MS SQL, SQL stored procedures and functions, CMS, DotNetNuke, SharePoint, VBA, Macros, Crystal Reports, Dexterity scripting language for Microsoft GP ERP development.
Software Development Life Cycle (SDLC)Business AnalysisProcess AutomationTeam ManagementSoftware Project ManagementSoftware Development

Education

Damascus University

Doctor of Philosophy (PhD) — Information Systems and Software Engineering/ Computer Science

Jan 2013Jan 2016

Damascus University

Master — Software Engineering and Information Systems

Jan 2009Jan 2012

MECEPUS- Nicosia, Cyprus

Certification / diploma — Public Speaking & Presentation Skills

Jan 2010Present

Talal Abu-Ghazaleh Professional Training Group

Certification / diploma — ITIL - Information Technology Infrastructure Library

Jan 2010Present

Katakit Training Center

Certification / diploma — Finance for non financial managers

Jan 2009Present

Katakit Training Center

Certification / diploma — PMP Management Areas

Jan 2007Present

Katakit Training Center

Certification / diploma — Supervisory Skills

Jan 2007Present

Jami't Al-Ba'ath

Bachelor — Software Engineering and Information Systems

Jan 2000Jan 2005

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