Jul 2025 – Dec 2025 · 5 mos · Berlin, Germany

• ► Led strategic AI digital transformation for clients across digital ecosystems, collaborating with UX, Product, and Engineering Leads to drive UX maturity across organizations.
• ► Led high-complexity projects in AI, SaaS, and enterprise platforms, with a focus on scalable systems, measurable impact, and business alignment.
• ► Championed a culture of design-led innovation by integrating UX strategy into broader business goals and enabling teams to take ownership of outcomes.

May 2024 – Jun 2025 · 1 yr 1 mo · Berlin, Germany

• ► Built the design function from the ground up; hired and scaled a cross-functional team of 3 designers, set strategy, and defined processes, OKRs, and cross-team collaboration structures.
• ► Led UX across multiple verticals:
• Hospitality Tech: POS systems, digital menus (mobile/web), kiosk interfaces.
• SaaS CRM: Built complex flows (inventory, lead routing, sequences) for PowerSports dealerships.
• Consumer Apps: Designed a 360° city-tour platform and a mobile app focused on rituals & self-care.
• ► Established design audit systems to support UX consistency and usability benchmarking across teams.
• ► Partnered closely with VPs of Product and Engineering to embed UX into the product roadmap.

Aug 2022 – Apr 2024 · 1 yr 8 mos · Berlin, Germany

• ► Led UX for the core SaaS platform, working directly with leadership to optimize conversion and user retention.
• ► Reduced churn by 80% and increased user satisfaction by 30% through data-informed redesigns of the deal-room creation workflow.
• ► Scaled the design system to improve product consistency by 50%, focusing on accessibility and reusability.
• ► Mentored 3 designers with regular 1:1s, career coaching, and performance feedback — advancing both to senior-level roles.

Jul 2020 – Jul 2022 · 2 yrs · Hybrid

• ► Led a design team of 5 across consumer-facing and enterprise products, fostering collaboration between Product, Engineering, and Compliance teams.
• ► Shaped the end-to-end design strategy for MTN’s FinTech ecosystem, supporting both commercial and corporate customer needs.
• ► Drove the full design process for the Telco account management platform and Digital Wallet, from discovery through delivery — optimizing usability, increasing engagement, and enhancing trust in high-risk financial flows.
• ► Established an atomic design system to support modular scalability across platforms, improving design velocity by 30%, aligned with the new CI Guide after the MTN groups's rebrand.
• ► Acted as a strategic partner to General Managers, Product and Engineering Leaders, and Business, aligning design with org-wide business goals.

Jan 2020 – Present · 6 yrs 4 mos

Oct 2018 – Jun 2020 · 1 yr 8 mos

• ► Led critical initiatives across authentication, checkout, and delivery, enhancing integration across 5 core products in Digikala Group.
• ► Spearheaded pricing flow revamp in the marketplace platform, enabling price transparency and merchant competition.
• ► Increased retention by 30%, satisfaction by 20%, and onboarded 1M+ new users through mobile app UX improvements.
• ► Facilitated transition to remote-first design operations using Figma and async collaboration systems during the COVID-19 shift.