Businesses
My work spans owned commerce businesses and Xeller, where we run operations for brands. In both, growth has to be considered alongside margins, stock and the cash needed to keep selling.
Xeller is an operating partner for brands selling or preparing to launch in the UAE and Saudi Arabia. We run agreed day-to-day work across marketplace accounts, stock, orders and logistics, with one team accountable for execution. The focus is growing sales and improving what the brand earns after costs.
Visit XellerI build and operate commerce businesses directly. That means deciding what stock to buy, how much cash to commit and when to reorder. My focus is growing sales, improving margins and deciding how much to reinvest while keeping the business funded.
Some commercial details remain private. The operating principles and decisions behind the work are shared through the Writing section.