I specialise in integrating AI into real products — agents that automate workflows, LLM systems that power features at scale, and semantic search that works in production, not just in demos.
At Contentful I lead AI engineering for an enterprise content platform used by thousands of companies worldwide. I work across the full AI stack: prompt engineering, RAG pipelines, multi-agent systems, vector databases, MCP, and AWS Bedrock.
Before AI became everyone's focus, I spent 15 years building design systems at Zalando, platform architecture at Contentful, and mobile apps from scratch. That foundation means I build AI that fits into real products — with real users and real constraints.
I care about collaboration as much as code. The best systems I've built came from working closely with product and design, not just shipping tickets.
Production LLM-powered agents that automate content creation and management workflows for enterprise teams. Built on AWS Bedrock with multi-provider LLM support (Claude, GPT-4, LLaMA) and MCP integration. Used by thousands of enterprise customers globally.
Flagship platform feature enabling non-technical teams to design content structures intuitively. Led architecture and delivery for one of Contentful's most-used product surfaces, working across content creators and developer personas.
Built Contentful's extensibility platform from the ground up — the core Apps SDK and developer tooling that powers thousands of custom integrations built by enterprises worldwide. Focused on performance, developer experience, and platform reliability.
Three years embedded in two of Zalando's most strategically important frontend programmes — at a platform serving 50M+ customers across 25 markets.
Built core frontend infrastructure enabling independent team delivery and product experimentation at scale — one of the earliest and largest micro-frontend deployments in European e-commerce.
Core contributor to Zalando's design system — helped define the governance model, component architecture, and standards adopted across multiple product teams and hundreds of engineers.
Led WCAG 2.1 compliance org-wide — conducting audits, writing implementation guidelines, and educating engineering teams. At Zalando's scale, accessibility has direct legal and commercial implications across the EU.
2015 – 2016 · Amman
Built an iOS and Android app from scratch in 6 months — full stack, from infrastructure to shipping. React Native, Node.js, and HLS live streaming.
2013 – 2014 · Amman
Senior web designer and developer at one of the Arab world's largest women's magazines — distributed across the Middle East, North Africa, and Europe.
2012 – 2013 · Cairo
Early-stage startup building a custom e-commerce platform. Wore every hat — UX, frontend, and some backend. Where the love for clean, well-crafted products started.
Coming soon — follow me on LinkedIn for now.
Follow on LinkedInFirst job as a UX/UI designer in Cairo. Started implementing designs in HTML/CSS.
Senior software engineering role in Amman, delivering full-stack web products.
Joined Contentful in Berlin. Led platform architecture and flagship product delivery.
Grew into senior frontend role, building large-scale web applications.
Moved to Berlin. Worked on design systems and accessibility across one of Europe's largest e-commerce platforms.
Now leading AI engineering at Contentful — building production agents, LLM integrations, and semantic search at enterprise scale.