I work on both sides of a Shopify store: the customer side, where conversion is won or lost, and the platform side, where APIs, integrations, pricing and AI features have to hold up at scale.
Former front-end developer.
I own ReelPlus, SPICOM's Shopify app for shoppable video, on 1,500+ stores: the roadmap, the A/B tests on the brands' own sites, the public API and 20+ integrations; on my own time I build public labs on sync reliability and AI agents.
built SPICOM's first product from zero, starting in 2021: automated provisioning on Fly.io and Redis cut new-customer setup to about 20 seconds and lifted activation 60%; before that, 8 years at two hosting and commerce companies, the last 6 of them in product, and front-end engineering before that.
the same two things at a bigger scale: conversion that is tested, not guessed, and integrations and AI features that customers can trust.
I own the roadmap of ReelPlus, SPICOM's Shopify app for shoppable video, used on 1,500+ stores, mostly DTC apparel brands. The full product page sits inside the video: the customer picks size and color, sees the stock status and buys without leaving the page.
Moved size and add to cart under the home-page videos and A/B tested it in the brands' own tools (Optimizely, Intelligems): add-to-cart 2% to 3%, purchases up 30%, returns flat. A 90-day conversion program on about 10 brands' stores; one store went from 2.4% to 3.1% conversion and $58 to $62 AOV.
Designed the 14-tier pricing engine on the Shopify Billing API, +60% paid conversion in the first 90 days, zero rollbacks at migration; onboarding reliability with a fallback across providers at the video import step, import failures down 75%.
The public API with OpenAPI docs and SDKs, the developer portal and 20+ merchant integrations; theme app extensions in Liquid; SCIM 2.0 and SAML/OIDC SSO for Shopify Plus; the QuickBooks invoicing sync behind more than 70% of company revenue and the Salesforce customer sync; 50+ integration-health events at 99%+ delivery.
SEO titles and tags for videos from each store's catalog on Claude (Anthropic), a person approving every suggestion, every prompt change replayed against a test set before release, about 80% accepted as-is.
6 events per video and a Shopify Web Pixel tying each order to the videos the customer watched, read in Amplitude.
From front-end engineering into product, across hosting, commerce and SaaS.
Aug 2021 – Dec 2023
Senior Product Manager — Core Product & Platform
Owned SPICOM's first product: discovery, pricing, the roadmap and the build with the engineers. Automated provisioning on Fly.io and Redis cut new-customer setup to about 20 seconds and lifted activation 60%; the first AI-generated storefront content with GPT-4, reviewed by the store before publish. Designers, support and QA reported to me from day one, and the same team later shipped ReelPlus.
Oct 2016 – Jul 2021
Senior Product Manager
Led product for a self-serve hosting platform and commerce platforms serving small and mid-size businesses: the roadmap, pricing and billing workflows on WHMCS as the platform grew to 2,600+ customers, an SMS lifecycle add-on on the billing system that lifted renewals to about 67%, and 300+ WooCommerce storefronts with ERP, inventory and accounting integrations.
Sep 2013 – Sep 2016
Technical Product Manager / Lead Front-End Developer
Started as a front-end developer on ParsPortal, a multi-tenant SaaS for building and hosting websites at a Tucows OpenSRS partner that managed about 1 million domains; led a 5-person front-end team, then owned the product: the domain lifecycle on the OpenSRS API and the payment and activation integrations that raised adoption by 20%.
Public labs, built on my own time. Each one is small, complete, and documents what it does not do.
2013
B.Sc. Computer Software Engineering · Azad University (IAU)
2023 – 2024
Reforge — Product Strategy · Growth Series · Mastering Product Management · Product Analytics
I keep learning, building, and exploring.
Thinking, Fast and Slow
