Available to hire
I’m a digital merchandising and e-commerce specialist with 12+ years of experience across online merchandising, e-commerce operations, digital performance, and customer experience. I lead web and mobile merchandising initiatives end-to-end—covering assortment and product presentation, categorization and tagging, navigation and search, promotions and commercial calendar execution—to help customers find the right products and turn visits into sales.
I’m also comfortable working with data and experimentation to improve performance, using tools and insights from platforms and analytics to identify conversion and engagement opportunities. Through cross-functional collaboration with Marketing, UX, IT, Product, and global teams, I deliver measurable improvements to discoverability and user journeys, while ensuring content and product information stay consistent across regions and digital touchpoints.
Skills
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Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Web Developer at IKEA Service Office, Egypt
August 1, 2023 - October 13, 2025Gathered requirements and produced detailed technical specifications. Developed, tested, and maintained core website modules. Implemented solutions covering internal business needs and integrated with multiple service providers. Applied best practices in code design and software optimization. Built POCs for new technologies to ensure innovative solutions.
Regional Digital Channels Specialist at IKEA – Dubai Service Office
August 1, 2023 - PresentDeveloped and deployed clean, well-structured PHP code for internal projects. Integrated third-party APIs, including push notifications, ensuring smooth functionality. Coordinated global releases and implemented technical solutions tailored to market needs. Monitored website and app performance using analytics tools to optimize customer experience. Collaborated with cross-functional teams, contributing across all phases of the development lifecycle.
Regional Digital Merchandiser at IKEA – Al-Futtaim Group
August 1, 2023 - PresentManage end-to-end delivery of digital merchandising and technical solutions across regional markets. Coordinate with global teams, solution providers, and internal stakeholders to align local execution with business goals. Integrate with third-party services via APIs and develop local technical solutions based on market needs. Verify and implement UX/UI design guidelines, collaborating with design and development teams. Monitor web and app performance, analyze customer behavior, and prepare reports to inform strategic decisions. Lead global releases and ensure smooth rollout of enterprise-level enhancements.
Regional Digital Merchandiser at IKEA – Al-Futtaim Group
August 1, 2023 - PresentManage end-to-end delivery of digital merchandising and technical solutions across regional markets. Coordinate with global teams, solution providers, and internal stakeholders to align local execution with business goals. Integrate with third-party services via APIs and develop local technical solutions based on market needs. Verify and implement UX/UI design guidelines, collaborating with design and development teams. Monitor web and app performance, analyze customer behavior, and prepare reports to inform strategic decisions. Lead global releases and ensure smooth rollout of enterprise-level enhancements.
Regional Digital Merchandiser at IKEA – Al-Futtaim Group
August 1, 2023 - PresentManaged end-to-end delivery of regional digital merchandising and technical solutions, coordinating with global teams, solution providers, and internal stakeholders to align local execution with business goals. Integrated with third-party services via APIs and developed market-specific technical solutions. Verified and implemented UX/UI design guidelines with design and development teams. Monitored web and app performance, analyzed customer behavior, and prepared reports to inform strategic decisions. Led global releases and ensured smooth rollout of enterprise-level enhancements.
Regional Digital Merchandiser at IKEA – Al-Futtaim Group
August 1, 2023 - PresentLead end-to-end delivery of digital merchandising and technical solutions across regional markets. Coordinate with global teams, solution providers, and internal stakeholders to align local execution with business goals. Integrate with third-party services via APIs and develop local technical solutions based on market needs. Verify and implement UX/UI design guidelines in collaboration with design and development teams. Monitor web and app performance, analyze customer behavior, and prepare reports to inform strategic decisions. Lead global releases and ensure smooth rollout of enterprise-level enhancements.
Web developer at IKEA Service office, Egypt
August 1, 2023 - September 25, 2025Gathered requirements and produced detailed technical specifications. Developed, tested, and maintained core website modules. Implemented solutions covering internal business needs and integrated with multiple service providers. Applied best practices in code design and software optimization. Built POCs for new technologies to ensure innovative solutions.
Regional Digital Channels Specialist at IKEA – Dubai – service office, UAE
August 1, 2023 - PresentDeveloped and deployed clean, well-structured PHP code for internal projects. Integrated third-party APIs, including push notifications, ensuring smooth functionality. Coordinated global releases and implemented technical solutions tailored to market needs. Monitored website and app performance using analytics tools to optimize customer experience. Collaborated with cross-functional teams, contributing across all phases of the development lifecycle.
Web Developer at IKEA Service office, Egypt
August 1, 2023 - September 25, 2025Gathered requirements and produced detailed technical specifications. Developed, tested, and maintained core website modules. Implemented solutions covering internal business needs and integrated with multiple service providers. Applied best practices in code design and software optimization. Built POCs for new technologies to ensure innovative solutions.
Regional Digital Channels Specialist at IKEA – Dubai service office
August 1, 2023 - PresentDeveloped and deployed clean, well-structured PHP code for internal projects. Integrated third-party APIs, including push notifications, ensuring smooth functionality. Coordinated global releases and implemented technical solutions tailored to market needs. Monitored website and app performance using analytics tools to optimize customer experience. Collaborated with cross-functional teams, contributing across all phases of the development lifecycle.
Web developer at IKEA Service office, Egypt
August 1, 2023 - September 25, 2025Gathered requirements and produced detailed technical specifications. Developed, tested, and maintained core website modules. Implemented solutions covering internal business needs and integrated with multiple service providers. Applied best practices in code design and software optimization. Built POCs for new technologies to ensure innovative solutions.
Regional Digital Channels Specialist at IKEA – Dubai – service office, UAE
August 1, 2023 - PresentDeveloped and deployed clean, well-structured PHP code for internal projects. Integrated third-party APIs, including push notifications, ensuring smooth functionality. Coordinated global releases and implemented technical solutions tailored to market needs. Monitored website and app performance using analytics tools to optimize customer experience. Collaborated with cross-functional teams, contributing across all phases of the development lifecycle.
Web developer at IKEA Service office, Egypt
August 1, 2023 - September 25, 2025Gathered requirements, produced detailed technical specifications; developed, tested, and maintained core website modules; implemented solutions covering internal business needs and integrated with multiple service providers; applied best practices in code design and software optimization; built POCs for new technologies to ensure innovative solutions.
Regional Digital Channels Specialist at IKEA – Dubai service office, UAE
August 1, 2023 - PresentDeveloped and deployed clean, well-structured PHP code for internal projects; integrated third-party APIs (including push notifications); coordinated global releases and implemented technical solutions tailored to market needs; monitored website and app performance with analytics tools to optimize customer experience; collaborated with cross-functional teams across all phases of the development lifecycle.
Regional Digital Merchandiser at IKEA – Al-Futtaim Group
January 1, 2022 - PresentLead digital merchandising across web and mobile app channels, aligning assortment, product presentation, categorization, navigation, search, and filters to customer needs and commercial priorities. Execute commercial calendar and promotional initiatives by coordinating merchandising standards and consistent product information through CMS and digital content. Analyze digital performance data and customer behavior to uncover opportunities for improved discoverability, engagement, conversion, and profitability; support growth through market trend analysis and competitor benchmarking. Collaborate with Marketing, UX, IT, Product and global digital teams to deliver site enhancements, CMS improvements and new digital capabilities, strengthening the link between digital customer journeys and omnichannel experiences. Delivered a 12% uplift in online conversion by improving navigation and product placement.
Full Stack / Backend Developer at Axlr8 | Smart App Technology | Code95 | Intouch | Syntax
December 31, 2020 - October 13, 2025Delivered custom e-commerce and e-learning platforms using PHP, Laravel, WordPress, and Yii. Integrated multiple third-party APIs (payment gateways, SMS, WizIQ, Twitter, etc.) for web and mobile apps. Developed and maintained projects using Angular, Drupal, and modern JavaScript frameworks. Managed multiple client projects from planning through launch, ensuring scope, quality, and deadlines were met. Applied Agile methodologies, version control (Git, Bitbucket, GitHub), and project tracking tools (JIRA, Asana). Built reusable code libraries and contributed across all stages of the product lifecycle.
Full Stack / Backend Developer at Axlr8 | Smart App Technology | Freelance | Code95 | Intouch | Syntax
December 31, 2020 - October 13, 2025Delivered custom e-commerce and e-learning platforms using PHP, Laravel, WordPress, and Yii. Integrated multiple third-party APIs (payment gateways, SMS, WizIQ, Twitter, etc.) for web and mobile apps. Developed and maintained projects using Angular, Drupal, and modern JavaScript frameworks. Managed multiple client projects from planning through launch, ensuring scope, quality, and deadlines were met. Applied Agile methodologies, version control (Git, Bitbucket, GitHub), and project tracking tools (JIRA, Asana). Built reusable code libraries and contributed across all stages of the product lifecycle.
Full Stack / Backend Developer at Axlr8 | Smart App Technology | Freelance | Code95 | Intouch | Syntax
December 31, 2020 - October 13, 2025Delivered custom e-commerce and e-learning platforms using PHP, Laravel, WordPress, and Yii. Integrated multiple third-party APIs (payment gateways, SMS, WizIQ, Twitter, etc.) for web and mobile apps. Developed and maintained projects using Angular, Drupal, and modern JavaScript frameworks. Managed multiple client projects from planning through launch, ensuring scope, quality, and deadlines were met. Applied Agile methodologies, version control (Git, Bitbucket, GitHub), and project tracking tools (JIRA, Asana). Built reusable code libraries and contributed across all stages of the product lifecycle.
Digital Optimization Analyst at IKEA – Al-Futtaim Group
December 1, 2020 - PresentPlayed a key role in requirement gathering, analysis, and solution integration for multiple enterprise projects. Collaborated with stakeholders to define project scope, goals, and deliverables while ensuring technical feasibility. Led optimization of customer journey, navigation, and online product presentation to improve engagement and sales. Managed external service providers and ensured seamless integration of their solutions into IKEA’s ecosystem. Developed and maintained custom modules, APIs, and digital solutions aligned with business needs. Conducted proof of concept (POC) testing for new technologies prior to full-scale implementation.
Digital Optimization Analyst at IKEA – Al-Futtaim Group
December 1, 2020 - PresentPlayed a key role in requirement gathering, analysis, and solution integration for multiple enterprise projects. Collaborated with stakeholders to define project scope, goals, and deliverables while ensuring technical feasibility. Led optimization of customer journey, navigation, and online product presentation to improve engagement and sales. Managed external service providers and ensured seamless integration of their solutions into IKEA’s ecosystem. Developed and maintained custom modules, APIs, and digital solutions aligned with business needs. Conducted proof of concept (POC) testing for new technologies prior to full-scale implementation.
Digital Optimization Analyst at IKEA – Al-Futtaim Group
December 1, 2020 - PresentPlayed a key role in requirement gathering, analysis, and solution integration for multiple enterprise projects. Collaborated with stakeholders to define project scope, goals, and deliverables while ensuring technical feasibility. Led optimization of customer journey, navigation, and online product presentation to improve engagement and sales. Managed external service providers and ensured seamless integration of their solutions into IKEA’s ecosystem. Developed and maintained custom modules, APIs, and digital solutions aligned with business needs. Conducted proof of concept (POC) testing for new technologies prior to full-scale implementation.
Digital Optimization Analyst at IKEA – Al-Futtaim Group
December 1, 2020 - PresentPlayed a key role in requirement gathering, analysis, and solution integration for multiple enterprise projects. Collaborated with stakeholders to define project scope, goals, and deliverables while ensuring technical feasibility. Led optimization of customer journey, navigation, and online product presentation to improve engagement and sales. Managed external service providers and ensured seamless integration of their solutions into IKEA’s ecosystem. Developed and maintained custom modules, APIs, and digital solutions aligned with business needs. Conducted proof of concept (POC) testing for new technologies prior to full-scale implementation.
Full Stack Developer at axlr8
March 1, 2020 - October 13, 2025Developed and maintained E-learning & E-commerce product (Brainbox) using PHP and WordPress. Integrated third-party services (WizIQ) and developed APIs for mobile applications. Ensured code quality and adherence to clean coding principles.
Full Stack Developer at axlr8
March 1, 2020 - September 25, 2025Developed and maintained E-learning & E-commerce product (Brainbox) using PHP and WordPress. Integrated third-party services (WizIQ) and developed APIs for mobile applications. Ensured code quality and adherence to clean coding principles.
Full Stack Developer at axlr8
March 1, 2020 - September 25, 2025Developed and maintained E-learning & E-commerce product (Brainbox) using PHP and WordPress. Integrated third-party services (WizIQ) and developed APIs for mobile applications. Ensured code quality and adherence to clean coding principles.
Full Stack Developer at axlr8
March 1, 2020 - September 25, 2025Developed and maintained E-learning & E-commerce product (Brainbox) using PHP and WordPress. Integrated third-party services (WizIQ) and developed APIs for mobile applications. Ensured code quality and adherence to clean coding principles.
Full Stack Developer at axlr8
March 1, 2020 - September 25, 2025Developed and maintained E-learning & E-commerce product (Brainbox) using PHP and WordPress; integrated third-party services (WizIQ) and developed APIs for mobile applications; ensured code quality and adherence to clean coding principles.
Digital Optimization Specialist – Web Developer at Al-Futtaim Group
January 1, 2020 - January 1, 2022Monitor and analyze digital customer journeys and user behavior to identify opportunities to improve engagement and conversion. Implement A/B testing and personalization to optimize online experience and digital performance. Improve website performance, content discoverability and usability to reduce bounce rates and improve retention. Partner with Product, UX, Marketing and technical teams to deliver digital campaigns and enhancements supporting brand visibility and e-commerce performance. Develop microservices and web components in line with global digital guidelines and technical standards.
Full Stack / Backend Developer at Axlr8 | Smart App Technology | Freelance | Code95 | Intouch | Syntax
January 1, 2020 - October 13, 2025Delivered custom e-commerce and e-learning platforms using PHP, Laravel, WordPress, and Yii. Integrated multiple third-party APIs (payment gateways, SMS, WizIQ, Twitter, etc.) for web and mobile apps. Developed and maintained projects using Angular, Drupal, and modern JavaScript frameworks. Managed multiple client projects from planning through launch, ensuring scope, quality, and deadlines were met. Applied Agile methodologies, version control (Git, Bitbucket, GitHub), and project tracking tools (JIRA, Asana). Built reusable code libraries and contributed across all stages of the product lifecycle.
Backend Developer at Smart App Technology
May 1, 2019 - October 13, 2025Developed Laravel-based products (eTabeb) and customized APIs. Integrated SMS gateways and other third-party services. Performed database design and optimization, maintaining efficient SQL queries.
Backend Developer at Smart App Technology
May 1, 2019 - September 25, 2025Developed Laravel-based products (eTabeb) and customized APIs. Integrated SMS gateways and other third-party services. Performed database design and optimization, maintaining efficient SQL queries.
Backend Developer at Smart App Technology
May 1, 2019 - September 25, 2025Developed Laravel-based products (eTabeb) and customized APIs. Integrated SMS gateways and other third-party services. Performed database design and optimization, maintaining efficient SQL queries.
Backend Developer at Smart App Technology
May 1, 2019 - September 25, 2025Developed Laravel-based products (eTabeb) and customized APIs. Integrated SMS gateways and other third-party services. Performed database design and optimization, maintaining efficient SQL queries.
Backend Developer at Smart App Technology
May 1, 2019 - September 25, 2025Developed Laravel-based products (eTabeb) and customized APIs; integrated SMS gateways and other third-party services; performed database design and optimization, maintaining efficient SQL queries.
Front/Backend Developer at Freelance
April 1, 2018 - October 13, 2025Built projects using WordPress and Yii; contributed to Angular 2 team projects. Developed custom APIs for mobile applications and integrated with social media APIs.
Front/Backend Developer at Freelance
April 1, 2018 - September 25, 2025Built projects using WordPress and Yii; contributed to Angular 2 team projects. Developed custom APIs for mobile applications and integrated with social media APIs.
Front/Backend Developer at Freelance
April 1, 2018 - September 25, 2025Built projects using WordPress and Yii; contributed to Angular 2 team projects. Developed custom APIs for mobile applications and integrated with social media APIs.
Front/Backend Developer at Freelance
April 1, 2018 - September 25, 2025Built projects using WordPress and Yii; contributed to Angular 2 team projects. Developed custom APIs for mobile applications and integrated with social media APIs.
Front/Backend Developer at Freelance
April 1, 2018 - September 25, 2025Built projects using WordPress and Yii; contributed to Angular 2 team projects; developed custom APIs for mobile applications and integrated with social media APIs.
Front End / Backend Developer at Code95 - Egypt
March 1, 2016 - October 13, 2025Developed PHP functionality with MVC frameworks (WordPress, Yii). Built and customized APIs for SPAs and mobile applications. Applied best coding practices, reusable libraries, and maintained clean, optimized code.
Front End / Backend Developer at Code95 - Egypt
March 1, 2016 - September 25, 2025Developed PHP functionality with MVC frameworks (WordPress, Yii). Built and customized APIs for SPAs and mobile applications. Applied best coding practices, reusable libraries, and maintained clean, optimized code.
Front End / Backend Developer at Code95 - Egypt
March 1, 2016 - September 25, 2025Developed PHP functionality with MVC frameworks (WordPress, Yii). Built and customized APIs for SPAs and mobile applications. Applied best coding practices, reusable libraries, and maintained clean, optimized code.
Front End / Backend Developer at Code95 - Egypt
March 1, 2016 - September 25, 2025Developed PHP functionality with MVC frameworks (WordPress, Yii). Built and customized APIs for SPAs and mobile applications. Applied best coding practices, reusable libraries, and maintained clean, optimized code.
Front End / Backend Developer at Code95 - Egypt
March 1, 2016 - September 25, 2025Developed PHP functionality with MVC frameworks (WordPress, Yii); built and customized APIs for SPAs and mobile applications; applied best coding practices, reusable libraries, and maintained clean, optimized code.
Front End Developer at Intouch - Dublin
February 1, 2016 - October 13, 2025Developed user interface for Qreach product using AngularJS.
Front End Developer at Intouch - Dublin (Part-time)
February 1, 2016 - September 25, 2025Developed user interface for Qreach product using AngularJS.
Front End Developer (Part-time) at Intouch - Dublin
February 1, 2016 - September 25, 2025Developed user interface for Qreach product using AngularJS.
Front End Developer at Intouch - Dublin
February 1, 2016 - September 25, 2025Developed user interface for Qreach product using AngularJS.
Front End Developer at Intouch - Dublin (Part-time)
February 1, 2016 - September 25, 2025Developed user interface for Qreach product using AngularJS.
Web Developer at Syntax
May 1, 2012 - October 13, 2025Developed and customized Clinic 37 product using CakePHP framework.
Web Developer at Syntax
May 1, 2012 - September 25, 2025Developed and customized Clinic 37 product using CakePHP framework.
Web Developer at Syntax
May 1, 2012 - September 25, 2025Developed and customized Clinic 37 product using CakePHP framework.
Web Developer at Syntax
May 1, 2012 - September 25, 2025Developed and customized Clinic 37 product using CakePHP framework.
Web Developer at Syntax
May 1, 2012 - September 25, 2025Developed and customized Clinic 37 product using CakePHP framework.
Full Stack / Backend Developer & E-Commerce Specialist (Freelance & Agency Roles) at Freelance & Agency Roles
January 1, 2011 - January 1, 2020Build and maintain custom e-commerce platforms for SMEs and retail businesses, including payment gateway and API integrations. Design and implement digital merchandising solutions to improve product presentation, discoverability, and sales performance. Develop and maintain CMS-driven websites using WordPress, Joomla and Magento with SEO and e-commerce merchandising structures. Support retailers with solutions focused on usability, customer journeys, and online commercial performance, applying full-stack development knowledge to customer-facing web and content experiences.
Education
M.Sc. at Suez Canal University, Egypt
October 1, 2014 - August 1, 2017B.Sc. at El-Shrouk Academy, HICIT, Egypt
January 1, 2007 - January 1, 2011M.Sc. in Computer Science at Suez Canal University, Egypt
October 1, 2014 - August 1, 2017B.Sc. in Computer Science at El-Shrouk Academy, HICIT, Egypt
January 1, 2007 - January 1, 2011M.Sc. in Computer Science at Suez Canal University, Egypt
October 1, 2014 - August 1, 2017B.Sc. in Computer Science at El-Shrouk Academy, HICIT, Egypt
January 1, 2007 - January 1, 2011M.Sc. in Computer Science at Suez Canal University, Egypt
October 1, 2014 - August 1, 2017B.Sc. in Computer Science at El-Shrouk Academy, HICIT, Egypt
January 1, 2007 - January 1, 2011Master of Science in Computer Science at Suez Canal University, Egypt
January 1, 2014 - December 31, 2017Bachelor of Science in Computer Science at El-Shrouk Academy, Egypt
January 1, 2007 - December 31, 2011Master of Science at Suez Canal University, Egypt
January 1, 2014 - January 1, 2017Bachelor of Science at El-Shrouk Academy, Egypt
January 1, 2007 - January 1, 2011B.Sc. in Computer Science at El-Shrouk Academy
January 1, 2007 - January 1, 2011M.Sc. in Computer Science at Suez Canal University
January 1, 2014 - January 1, 2017M.Sc. in Computer Science at Suez Canal University
January 1, 2014 - December 31, 2017B.Sc. in Computer Science at El-Shrouk Academy
January 1, 2007 - December 31, 2011M.Sc. in Computer Science at Suez Canal University, Egypt
October 1, 2014 - August 1, 2017B.Sc. in Computer Science at El-Shrouk Academy, HICIT, Egypt
January 1, 2007 - January 1, 2011M.Sc. Computer Science at Suez Canal University, Egypt
January 1, 2012 - January 1, 2016B.Sc. Computer Science at El-Shorouk Academy, Egypt
January 1, 2007 - January 1, 2011Qualifications
Industry Experience
Retail, Software & Internet, Education, Professional Services, Media & Entertainment, Consumer Goods
Skills
See more
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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