Dec 2025 – Present · 5 mos · Dubai, United Arab Emirates · Remote

• Co-Founder at Paddock (mypaddock.co). Building the marketplace that connects drivers with teams across motorsport. We're replacing closed WhatsApp groups and outdated networks with a platform designed for how seats, roles, and partnerships are filled in racing.

Dec 2024 – Mar 2026 · 1 yr 3 mos · Dubai, United Arab Emirates · Remote

• Jisr, the largest SAAS in the MENA region, bridges HR and Finance, empowering organisations to manage people and money seamlessly, all in one trusted platform.
• Reporting to the CEO and CPO, I lead Jisr’s multidisciplinary design organisation, spanning Product Design, Research & Service Design, Content Design, Design Systems, Design Management, and localisation.
• Scaled a default 13-member design org, to +30-member multi-disciplinary design org across 5 departments (Product Design, UX Research, Content, Design Systems and Brand), improving cross-team efficiency and cutting design-to-dev cycle.
• Lead a rebranding exercise with product application across the entire platform + brand activation campaigns with marketing/GTM, which started in February and was delivered in September.
• Rebuilt product design org post-restructure → launched Design Principles, Hiring Process, Salary Bands & Critique Frameworks that helped cut customer churn from double to single digits.
• Enabled tighter alignment between design and CPO/Product/Engineering leadership to drive prioritisation and reduce design-debt backlog by 40% quarterly.
• Lead initiatives across the platform that have reduced churn rate to a single digit, unified experiences from Micro to Enterprise segments.
• Introduced role frameworks and hiring pipelines for ICs and managers, improving design consistency across the platform.
• Scaled and rebuilt a Design System in 8 months capable of delivering +30 components with consolidated use cases and DS adoption above 90% by end October.

Nov 2023 – Jan 2025 · 1 yr 2 mos · Dubai, United Arab Emirates · On-site

• Directed Fintech design strategy across payments and lending features, increasing user adoption.
• Rebuilt the foundational design system for B2C at scale, enabling 3x faster delivery velocity across vertical teams.
• Partnered with Marketing and Engineering to unify the Fintech ecosystem and UX across channels.

Nov 2023 – Aug 2024 · 9 mos · Dubai, United Arab Emirates · On-site

Nov 2023 – Jan 2025 · 1 yr 2 mos

Nov 2023 – Sep 2024 · 10 mos

Apr 2021 – Nov 2023 · 2 yrs 7 mos · Dubai, United Arab Emirates

• Led multi-vertical design teams (Food, Grocery, Partners), impacting 50M+ users across 10 countries.
• Scaled hiring pipelines, design operations, and capacity planning during SuperApp transformation.
• Co-led research roadmaps and contributed to unifying design across over 3M monthly users in Food & Grocery.

Mar 2020 – Oct 2020 · 7 mos · Lisbon, Portugal

• From an idea, to a two week execution: Calendall.
• The amount of digital content created in social isolation time was becoming difficult to manage all direct produced on social networks like Facebook or Instagram. But the solution seems to have arrived in record time: it is called Calendall and is a Portuguese platform that brings together all events on social networks and other online platforms.

Nov 2019 – Jul 2021 · 1 yr 8 mos · Dubai, United Arab Emirates

Aug 2018 – Nov 2019 · 1 yr 3 mos · Lisbon Area, Portugal

• Shipped the Iban App from scratch across iOS, Android, and Web, owning the full product design scope and end-to-end user experience in partnership with product managers and engineering teams. Defined and directed the brand’s art direction for key projects and assets.

Feb 2017 – Jul 2018 · 1 yr 5 mos · Lisboa, Lisbon, Portugal

Feb 2016 – Mar 2017 · 1 yr 1 mo · San Francisco Bay Area

• Talkdesk, is a provider of cloud-based contact center software, that raised $100 million from Viking Global Investors, a Connecticut-based hedge fund, and existing investor DFJ.
• The round values the company at north of $1 billion. Talkdesk uses artificial intelligence and machine learning to improve customer service, targets mid-market and enterprise businesses, counting IBM, Dropbox, Stitch Fix and Farfetch as customers.
• My role was heading a lean performance +15 person team managing all video and design channels, reporting directly to founder and VP of Marketing. Helped growing the creative team, growing from 4 to +15 experienced designers and video editors in 12 months.

Sep 2014 – Mar 2016 · 1 yr 6 mos · Lisboa, Lisbon, Portugal

• Uniplaces is a global online marketplace connecting students, young professionals, and digital nomads with verified mid- to long-term rental accommodations, functioning like an "Airbnb for students" for longer stays, offering a secure, 100% online booking process with detailed property listings, tenant protection, and multilingual support to simplify finding housing in new cities.

Oct 2009 – Mar 2014 · 4 yrs 5 mos · Lisboa, Lisbon, Portugal

Jan 2004 – Jan 2009 · 5 yrs

• Marketing at Retail, Brand development, Graphic Design, Web Site Design and Advertising.