Hello, I'm Ash!

About Me

Senior Frontend Engineer with extensive expertise in building scalable enterprise-level eCommerce solutions. Specializing in React/Next.js development with a proven track record of delivering high-performance applications for global brands.

Currently leading frontend architecture and development for multi-region platforms, focusing on headless commerce solutions, performance optimization, and modern development practices. Passionate about creating exceptional user experiences through clean, efficient code and innovative technical solutions.

Brands and Ash

What I Do

Enterprise eCommerce Development

  • Architect and develop scalable frontend solutions using React/Next.js for enterprise-level eCommerce platforms
  • Lead implementation of multi-region commerce solutions on SFCC, KIBO, and Shopify Plus platforms
  • Drive performance optimization and implement best practices for large-scale applications
  • Develop headless commerce solutions with modern frontend architecture

Technical Leadership

  • Lead frontend architecture decisions and establish development standards
  • Implement CI/CD pipelines and automated testing strategies
  • Mentor development teams and conduct code reviews
  • Collaborate with UX/UI teams to deliver exceptional user experiences

Modern Development Stack

  • Frontend: React.js, Next.js, TypeScript, Vue.js
  • eCommerce: Salesforce Commerce Cloud, KIBO, Shopify Plus
  • Tools: Git, Jenkins, Jest, Webpack, Docker
  • Design: Figma, Adobe XD, Responsive Design, RTL Development

Some Real Testimonials, because, you know... :)

Check them all out: Here

Resume

Experience train

August 2024 - Present
Al Futtaim - Dubai UAE

SENIOR FRONT-END ENGINEER

  • Collaborated closely with backend and security teams to secure analytics integration (user, auth, payments).
  • Developed journey maps to identify drop-off points, improve conversions, and inform UX changes.
  • Built real-time dashboards on Looker Studio tracking product performance, traffic sources, and conversion rates.
  • Advocated for data governance and created reusable documentation for event dictionaries and reporting practices.
  • Designed and QA'd robust event tagging frameworks using custom naming conventions and validation scripts.
M&S (Marks & Spencer) Headless E-commerce Platform
  • Headless e-commerce platform for Marks & Spencer across 5 regions (AU, HK, MY, NZ, SG), architected from Storybook atomic components through to scalable production delivery using ReactJS and Next.js, integrated with KIBO Commerce APIs.
  • Led implementation of Firebase and GA tracking across multi-market e-commerce sites (M&S – SEA).
  • Key Integrations: Integrated Algolia for intelligent search suggestions, filters, and enhanced product discovery. Connected Bloomeach for personalized marketing and improved customer engagement.
  • Platform Architecture & State Management: Designed robust multi-market architecture with environment-specific deployments. Built Redux-based system managing cart, checkout, auth, and user accounts.
  • Modern Tech Stack: Used Next.js with SSR/SSG, React Hooks, Context API, and custom hooks for auth/session management. Applied SCSS modules and responsive design.
  • Performance & UX Optimization: Implemented lazy loading, code splitting, image optimization, and PWA support. Developed full-featured e-commerce flows: advanced checkout, Wishlist, order tracking, product recommendations.
  • i18n & Accessibility: Built multilingual support (English/Chinese) with full accessibility and responsive layout.
  • API & Security: Developed secure integration layer covering payments, user data, and authentication with coordination with BE and security engineers.
August 2022 – July 2024
Birkenstock – Digital Division Dubai Office – UAE / Munich

FRONT-END ENGINEER | SFCC & ReactJS SPECIALIST

  • Led front-end development on Salesforce Commerce Cloud (SFCC) for Middle East and Southeast Asia markets, building scalable, localized, and high-performing e-commerce solutions.
  • Integrated Google Analytics, Appsflyer, and Bloomreach into SFCC and headless architecture.
  • QA'd analytics tags using browser console debugging and Firebase event logs.
  • Created KPI-focused reports and conversion funnels for product teams and marketing stakeholders.
  • Supported global back-end teams with UI integration and conducted code reviews alongside senior architects.
  • Implemented responsive, mobile-first interfaces in close collaboration with UX teams using Figma and Adobe XD.
  • Delivered multilingual, RTL-friendly front-end, optimizing for MEA region needs.
  • Worked cross-functionally with remote teams across Europe, USA, Japan, and Hong Kong to support global initiatives.
  • Utilized JIRA for agile planning, estimation, and sprint execution, ensuring timely project delivery.
July 2020 – July 2022
Chalhoub Group – eCommerce engineering Dubai – UAE

FRONT END ENGINEER

"Dior, Chanel, Givenchy, Molton Brown, Erborian, Lacoste"
  • Led the first digital ecommerce site for Dior in the MENA region at covid time.
  • Successfully transitioned multiple high-end brands to Shopify Plus, optimizing the user journey and checkout process, solutions to reducing cart abandonment.
  • Designed and implemented responsive interfaces for Chanel No5 KSA project using Vue.js, enhancing user interaction and efficiency.
  • Managed end-to-end development of custom cart features for Shopify Plus, tailored to the unique requirements of luxury brands.
  • Managed analytics strategy during the digital launch of Dior, Chanel, and other luxury brands.
  • Implemented event tagging (GA & Shopify) aligned with UX tracking requirements.
  • Created Looker dashboards for cross-department visibility on user behavior and engagement trends.
  • Contributed to optimizing customer journeys using A/B test insights and usability data.
Feb 2015 – June 2020
Al Futtaim - Digital Engineering Dubai – UAE

FRONT END ENGINEER

"Launched brand-new e-commerce sites for M&S, IKEA, Toys R Us, Reebok, and Kiabi on the SFCC"
  • Launched new e-commerce sites for M&S, IKEA, Toys R Us, Reebok, and Kiabi on the SFCC platform.
  • After 1 year I led a team of 3 front-end developers, ensuring UI excellence and operational quality across multiple brands, providing mentorship and technical guidance to optimize coding standards and best practices.
  • Created wireframes and tracked heatmaps to optimize high-traffic landing pages.
  • Supported rollout of localization strategies using analytics feedback from user regions.
  • Implemented localization and tailored UX design for diverse markets in the MENA and SEA regions, adapting to various business sectors like hardware, fashion, and food & beverage.
  • Participated in cross-brand data tracking and event setup (M&S, IKEA, Toys R Us, Reebok).
  • Performed ongoing maintenance of existing code and assets, efficiently resolving bugs across multiple devices and browsers to ensure optimal functionality and user experience.
  • Led the e-commerce publishing processes, ensuring consistent UI/UX standards across all platforms.
  • Collaborated with UX and Design managers to plan and enhance brand quality, working closely with Al-Futtaim's Enterprise IT and PMO on agile development timelines.
  • Coordinated effort estimation and requirement gathering with the UX Manager and PMO to prepare functional specification documents for sites updates and improvements.

Latest Cool Certificates

Scrum Master

Scrum Alliance Membership ID: 000650245

Frontline Leadership Program

Al Futtaim Training

Coding my way

React/Next.js

90%

HTML5/CSS3/JavaScript

95%

SFCC/KIBO/Shopify

85%

Vue.js/TypeScript

80%

Designing my life

UI/UX Design

95%

Figma/Adobe XD

85%

Mobile UX

90%

Knowledges and stuff

  • eCommerce Development
  • Frontend Architecture
  • CI/CD Pipeline
  • Agile/Scrum
  • Performance Optimization
  • RESTful APIs
  • Git/Version Control
  • Cross-browser Compatibility
  • RTL Development
  • Team Leadership

Portfolio picks :)

Birkenstock

Birkenstock MEA and SEA
(Gulf and SEA eCommerce)

UAE & SEA
DIOR

DIOR Beauty MENA
(MENA eCommerce)

MENA
toys r us

Toys R Us - UAE
(TRU MENA eCommerce)

UAE
M&S

M&S UAE
(Al-Futtaim eCommerce)

UAE
Givenchy

Givenchy Beauty MENA
(MENA eCommerce)

MENA
toys r us

KIABI - Fashion - UAE
(France's Kiabi in UAE - Al Futtaim)

UAE
toys r us

Magalla Online Magazine
(Wordpress theme on Themeforest)

UAE
toys r us

Reebok - UAE & KSA
(Reebok MENA eCommerce )

UAE - KSA
toys r us

GUESS
MENA Region

MENA
toys r us

M&S Food App - UAE
(The Only M&S Food delivery)

UAE
toys r us

ACE Hardware
(The biggest Hardware UAE and MENA)

UAE
toys r us

Aftron UAE
Al Futtaim local electronics brand

UAE & Gulf

Let's Get in touch..

Dubai

Freelance Available

Shoot me a message?