I’m the Founder & CEO of Primis, a next-generation customer experience platform pioneering how customers shop online. After years at Amazon in both Seattle and London, I saw firsthand how transformative brilliant CX can be—not just for revenue, but for loyalty, longevity, and brand love. That insight became the spark for Primis, now recognised as a Sifted “Ones to Watch” tech startup and supported by teams across London, Cape Town, New York, and Dallas. My work is driven by a deep passion for customer experience, sustainability, and building products that make online shopping feel personal, effortless, and human. Beyond Primis, I serve as an eCommerce advisor across the Middle East, partnering with AstroLabs’ GCC Ambassadors network and advising high-growth startups like EndorseMe and Happy Returns. I’m an active member of Fashion Conversation and part of the Women in Tech / The Female Founders Creative New York community, championing visibility and opportunity for women building the future. At my core, I believe experience—not price—is the new brand differentiator, and I’ve dedicated my career to helping companies unlock that advantage. Expertise (6 bullet points) ✅ Customer Experience Strategy & Post-Purchase Innovation ✅ Global eCommerce & Marketplace Expansion (MENA, EU, US) ✅ Leadership & Scaling Multi-City Product + Ops Teams ✅ Partnerships, GTM Strategy & Business Development ✅ Sustainability-Focused CX and Customer Loyalty Design ✅ Advising Early-Stage Startups Across Retail, Tech & Logistics