The Team

Firas is a Principal Product and Transformation Consultant with over 15 years’ experience leading complex digital products, technical platform transformation and operational change for global organisations including Christie’s, News UK, Springer Nature, Ford Motor Company and Formula 1.

He works at the intersection of product strategy, technical delivery and business transformation, helping organisations move from ambiguity to clear roadmaps, aligned teams, delivery-ready backlogs and measurable outcomes. His experience spans SaaS, digital commerce, CMS, CRM, ERP-adjacent workflows, customer data, AI-enabled automation and large-scale system integration.

With a background in software engineering and Computer Science, Firas brings strong technical depth alongside commercial and stakeholder leadership. He works closely with executive, product, engineering, data, UX and operational teams to translate complex business needs into practical product decisions, scalable delivery models and sustainable platform change.

Recent work includes global CMS modernisation, AI-assisted metadata and workflow automation, real-time operational platforms, commerce journeys, publishing workflows and customer-data products across APAC, EMEA and North America.

Known for walking into complex environments and creating order, Firas helps teams stabilise delivery, clarify priorities, reduce ambiguity and turn strategic intent into working products, operational improvement and measurable business value.