Mo Ashraf
Frontender
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
Some Real Testimonials, because, you know... :)
Check them all out: Here
Working with Ashraf was a blast. He has a can do attitude, open mind to new concepts and a great sense of humour. Craft-wise he brings solid front end skills with great people management skills. I would recommend Ashraf without hesitation.
Ashraf and I worked on many projects and daily tasks involving eCommerce events and campaigns, We developed a deep understanding of when, how to communicate and what to look out for when managing change. His support and 24 hour commitment was a pleasure to work with.
I know Ashraf since we started building the first version of Altayyaronline, Ashraf is right mix of good personality, attitude and has well knowledge of front-end technologies, he is hard working and also can handle lots of work pressure with right balance on maintaining project timeline. Together we have shared lots of good discussion about UI & UX along with building right customer facing frontend and English and Arabic language. Ashraf is one of the gems in the area of UI/ UX & frontend technologies & he is a very good team player, I wish him a big success for his career..
Working with Ash is always a pleasure and of great value to the team he's in. He is a talented developer with a broad skill-set and an outstanding eye for design that shows in his work. He is a deep and creative thinker and always brings a fresh and alternative perspective to the work that's to be done, making him an exceptional problem solver.
Resume
Experience train
March 2022 - Present
Birkenstock – Digital Division Dubai Office – UAE / Munich – Germany (Remote)SENIOR FRONTEND ENGINEER
- Utilized ReactJS and NextJS to build dynamic, high-performance web applications, enhancing user experience and engagement.
- Collaborated with the Munich office to strengthen the Gulf and SEA region's online presence and boost customer retention, working with teams across Europe, USA, Japan, and Hong Kong.
- Spearheaded the development of the Frontend on SFCC platform for Middle East and Southeast Asia.
- Developed and refined React workflows to accelerate development cycles, improve code quality, and ensure scalable applications, especially in RTL for MEA Region.
- Designed and implemented scalable architecture for multi-region support, ensuring seamless performance and localization.
- Employed headless development methodologies and integrated RESTful APIs to enhance application efficiency.
- Co-implemented CI/CD pipeline with Jenkins, automating builds, custom testing scripts (Jest), and deployment processes.
- Collaborated with UX designers using Figma and XD to create intuitive interfaces with responsive and mobile-first design.
- Developed custom modules and components to extend SFCC functionalities, enhancing user experience.
July 2020 – Feb 2022
Chalhoub Group – eCommerce engineering division Dubai – UAESR. FRONT END DEVELOPMENT ENGINEER
- Led the first digital ecommerce site for Dior in the MENA region during COVID-19.
- Successfully transitioned multiple luxury brands (Dior, Chanel, Givenchy, Molton Brown, Erborian, Lacoste) to Shopify Plus.
- Designed and implemented responsive interfaces for Chanel No5 KSA project using Vue.js.
- Managed end-to-end development of custom cart features for Shopify Plus, tailored for luxury brands.
- Integrated headless KIBO APIs, enhancing frontend performance and scalability.
- Led B2B project implementation on Drupal PHP portal, improving site performance and user experience.
- Utilized Bitbucket Pipelines to automate deployment processes across environments.
- Collaborated with Paris team to ensure seamless integration across global e-commerce platforms.
April 2016 – June 2020
Al Futtaim - Digital Engineering division Dubai – UAEFRONT END DEVELOPMENT
- Directed the launch of new e-commerce sites for IKEA and Toys R Us on the SFCC platform.
- Managed a team of 5 front-end developers, ensuring UI excellence and operational quality across multiple brands.
- Implemented localization and tailored UX design for diverse markets in the MENA and SEA regions.
- Designed and sustained SFCC modules and ISML templates to meet evolving business requirements.
- Led e-commerce publishing processes, ensuring consistent UI/UX standards across platforms.
- Collaborated with UX and Design managers to enhance brand quality and maintain agile development timelines.
- Improved Alfuttaim's portal frontend using Laravel and PHP, optimizing performance and usability.
Latest Cool Certificates
Scrum Master
Frontline Leadership Program
Coding my way
React/Next.js
HTML5/CSS3/JavaScript
SFCC/KIBO/Shopify
Vue.js/TypeScript
Designing my life
UI/UX Design
Figma/Adobe XD
Mobile UX
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
