About

I treat code like a growth lever — not a deliverable.

Computer Science grad from CUST, three years across Dubai & Islamabad, shipping for limousine companies, contracting firms, and a 1,000-person BPO's growth team. The pattern: ship the feature, instrument it, read the funnel, ship a better version. Most developers don't close that loop. I do.

My story

From CUST classrooms to
Dubai booking portals.

I started writing PHP for a Dubai contracting firm before I'd finished my degree. The Figma was beautiful. The legacy code wasn't. That tension taught me what shipping really means — bridging design intent and the messy systems that already exist.

At ibex.'s growth team in Islamabad I learned the other half: code without measurement is theatre. I spent a year wiring GTM to A/B tests for a 1,000-person BPO. By the end I cared as much about the GA4 event taxonomy as the React component tree.

Now in Dubai I work on the full stack — design, build, instrument, iterate. The two sides of the loop. ECL's booking portal lifted 15% because of that loop. Toogle Coach and BizMate exist because of it.

How I work

Four principles I won't compromise on.

01

Ship, then learn.

A live build with imperfect copy beats a perfect Figma. Real users tell you more than internal reviews ever will.

02

Instrument everything.

If a feature isn't measured, it didn't ship. GA4 events go in the same PR as the feature.

03

Boring tech, sharp execution.

React, Next.js, Postgres. Nothing exotic. The edge comes from how it's wired together.

04

Own the outcome.

I don't deliver Jira tickets — I deliver moves on the business graph. Bookings, conversion, retention.

Experience

Where I've shipped.

  1. Jan 2024 — Sep 2024

    Full-Stack Developer & Web Analyst

    Elite Class Limousine, Dubai

    • Built the customer booking portal in Next.js + Firebase — became ECL's primary online revenue channel.
    • Integrated GA4 + GTM end-to-end on the booking funnel.
    • Shipped UI optimizations that lifted completed bookings by 15%.
    • Worked with marketing to attribute campaign ROI accurately.

  2. Jan 2023 — Dec 2023

    Growth Analyst

    ibex. (Growth Team), Islamabad

    • Implemented GTM analytics for acquisition funnels, A/B tests, and feature rollouts.
    • Designed GA4 dashboards for conversion, activation and retention KPIs.
    • Automated reporting so growth managers could decide faster.

  3. Jun 2022 — Dec 2022

    Web Developer

    Garwal Contracting LLC, Dubai

    • Maintained the company website + internal portal in PHP / MySQL / jQuery.
    • Translated Figma mockups to responsive, cross-browser pages.

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Want to see the work?

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