For more than 15 years I’ve been the person companies call when their data stops keeping up with their growth.
I started at Orange in Cairo, running the data warehouse for one of the region’s largest telecom operators—ETL on IBM DataStage, a Teradata data model, and churn and segmentation models that protected millions in revenue.
After a master’s in Data Analytics at the University of Central Florida, I worked in U.S. tech: as a Senior Data Scientist at Persado, leading hundreds of A/B tests for enterprise brands, and at Afiniti, building revenue reconciliation pipelines and Power BI reporting.
Today I’m a Senior Data Engineer at Silverkey, where I designed and run the BigQuery warehouse behind Dabdoob, a multinational e-commerce platform in the GCC. That’s where New Scale began. I saw first-hand how cash-on-delivery, BNPL, marketplace fees and multi-hub inventory quietly eat into margin—and how much profit a well-built data engine can recover.
New Scale packages that experience for scaling e-commerce brands: a clear audit, a prioritized plan, and a turnkey build your team can own.
Designed, built and maintain the BigQuery warehouse for Dabdoob (500K+ users, 1,500 daily orders), unifying sales, inventory, payments, Mixpanel, Adjust and promo data. 4 billion records, 3× faster ingestion.
Automated merchandising reports and real-time restocking alerts in Python and SQL cut stock-outs by 15% and lifted sales of flagged items by 10%.
Led strategy, design and QA for a promo engine with dynamic offer stacking, margin-based allocation and user segmentation—30% engagement among targeted customers within three months.
Coordinated teams in India, Egypt and the GCC to integrate a third-party logistics provider for purchases, returns, purchase orders and warehouse transfers, reducing warehouse rental costs.
Architected a recommendation platform (+4% click-to-add-to-cart) and a vector-search "Gift Finder" (+2% conversion) on top of BigQuery and FastAPI.
At Persado, ran 600+ A/B tests that lifted conversion by 9.6% and revenue by 10.3% across 15 accounts.
At Afiniti, built a PL/SQL reconciliation pipeline that cut monthly revenue reconciliation time by 95%.
At Orange, refined a churn model that retained 77% of high-risk subscribers in the top revenue segment—nearly $3M in preserved revenue.
Silverkey · Cairo
Data lead for Dabdoob, a multinational GCC e-commerce platform: BigQuery warehouse, 3PL integration, promo engine and AI recommendations. Also improved Power BI models for a renewable-energy government agency, planned a government analytics platform with the Ministry of Planning, and founded Silverkey's data engineering internship program.
Afiniti · Washington, DC
Revenue reconciliation pipelines, lift-persistence dashboards in Power BI, and tenure analysis that informed pricing strategy.
Persado · New York
Led experimentation and statistical analysis for enterprise clients and built 35 KPI dashboards on Snowflake, Sisense and Sigma.
Orange · Cairo
Adapted the Teradata Communications Data Model for France Telecom requirements, ran DataStage ETL, built churn and geo-segmentation models, and owned daily KPI reporting.
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