I make complicated things easy to run.

Ten years as the person companies bring in when something has to exist that doesn't yet.

At Oraan, a women's fintech, I was employee #7. I built the customer function to twenty-five people and launched the community that took our flagship product to product-market fit. Every manager I hired, I hired to not need me.

At Knoccs I took a B2B product from discovery to market and hosted a podcast where the guest list was the client list. At a Saudi beauty brand I rebuilt attribution, built segmentation from scratch, and left a handover so the team could run it on the first Monday I wasn't there.

I've also sat on the other side: paid for consultants whose plans nobody implemented, because the team was made to feel like the problem. Maede is built to be the opposite of that.