My journey
Everything connects.
My career looks unconventional on paper. I've followed problems worth solving and learned whatever it took to solve them. Every path added a way of thinking I still use with clients today.
People keep finding another layer
Most people meet me through AI and automation. A few conversations later, the surprises start. “You used to design presentations?” “You studied civil engineering?” “You ran an education startup?”
It happens so often that I think of myself as an onion. Not because I hide anything, but because each layer shows up when it becomes useful. This page peels a few of them back.
An engineer who kept collecting tools
I studied civil engineering and started out in construction management. Engineering taught me to investigate before I build: find the root cause, understand the load, check what breaks first.
I never stopped being an engineer. I just kept adding new tools to the engineer's way of thinking.
Design, stages and startups
Along the way I designed professional presentations, ran workshops, spoke on stages including TEDx, and helped build Emonovo, an education venture that opened doors to scholarships and opportunities abroad.
Design taught me to communicate. Teaching taught me to make complex things simple. Entrepreneurship taught me that an idea only matters when someone uses it, pays for it or is changed by it.
Looking back, the thread was helping people see what's possible. Today I do the same for teams and businesses, with technology.
Product, data and code
Product management taught me to ask what people actually need before deciding what to build. Data and automation work taught me to make the boring parts disappear. Writing code, and now building with AI, let me stop handing ideas to someone else and start shipping them myself.
What living across cultures taught me
I've lived in Egypt, Turkey and Sweden, I now call Sydney home, and I've visited 34 countries. Travel isn't a trophy for me. It's training in noticing how people really work.
When I joined Klarna in Sweden, coming from Egypt, I noticed it straight away. In my experience back home, business ran on WhatsApp and phone calls. In Sweden, people expected SMS and email. An automation that feels natural in one place can feel intrusive in the other.
So before I choose a channel or a tool, I look at the habits and the history of the people who will use it.
A workflow that feels natural to one team can feel completely wrong to another. Understanding people comes before choosing the automation.
Learning how businesses really work
At The Entourage I spent years alongside business coaches and the business owners they worked with. Every coach had a different style. Underneath, they all chased the same thing: a result the owner could feel.
I took the best of what I saw and built it into how I work. Diagnose the real constraint, pick the few priorities that matter, then stay through implementation. I'm not a certified coach. I'm a builder who learned from very good ones.
Make people join the game
I prefer change that people choose. Sometimes a rule from the top is right, when there's real risk or compliance at stake. Most of the time, though, people adopt what they've seen work for someone they trust.
At The Entourage, I sat down with Scotty, a sales manager, to show him what building with AI feels like. In about 20 minutes we built his personal website. He hadn't known that was possible.
Scotty told his colleagues, and they started asking how they could do the same. He went on to build a sales dashboard. Behind the scenes I built the foundations: the architecture, structure, governance and controls, so anyone keen could build fast without creating chaos.
Within about 45 days, 15 applications were up and running.
- One 20-minute experiment
- A champion
- Colleagues asking
- Safe foundations
- 15 apps in 45 days
Make people join the game.
How it all connects
I don’t see my career as a timeline. I see it as a network. Every bubble is something I bring to the work today, and every line is a direct relationship between two of them. Tap a bubble to see how it connects.
Tap or hover a bubble to see how it connects. Bubble size shows how much of my work it is today.
Bubble size = how much of my work it is today · Lines = direct relationships
See the map as a list
- Engineering foundation. Civil engineering and construction: investigate, then build.
- Product management. Start from the real need, then decide what to build.
- AI agents & automation. Agents and automations that remove manual work in sales, operations and reporting.
- App building. Hands-on builds with AI-assisted coding, shipped to production.
- Data & reporting. Dashboards and data layers people use to decide faster.
- Architecture & governance. Foundations and controls so teams can build safely.
- Adoption & change. Champion-led change that people choose to join.
- Workshops & training. Sessions that turn AI from interesting into useful.
- Public speaking. From TEDx to AI bootcamps.
- Communication. Saying the complex thing simply.
- Design & presentation. Making ideas clear and visual.
- Cultural context. Lived in Egypt, Turkey and Sweden. Visited 34 countries.
- Psychology. Why people resist change, and why they embrace it.
- Business diagnosis. Coaching-informed: find the constraint, set the priorities.
- Entrepreneurship. Built ventures. Ideas only count when they're used.
What this means for you
When I work with a business today, all of those layers show up at once:
- EngineeringFind the root cause before touching tools.
- BusinessPick the priorities that move revenue, cost or time.
- Product and designShape something people want to use.
- Code and AIBuild it, hands-on.
- Culture and psychologyFit it to how your people actually work.
- AdoptionCreate champions, then the foundations to scale.
That's what a Fractional AI & Automation Lead means to me. Not someone who recommends tools, but someone who creates the conditions for people to embrace them, own them and drive the change themselves.
Still evolving
AI is today's chapter, not the last one. The way I work will keep growing as I follow the next problem worth solving. If yours is one of them, let's talk.
