• 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.

• 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.

• 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.

• 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.