About
Building products that shape the future.
I'm a product leader with over a decade of experience implementing, building and scaling digital products. Currently leading product at dua.com, I bring a unique blend of product strategy, growth engineering, and AI expertise to every challenge.
My approach combines deep technical understanding with user-centric design thinking, always driven by data and focused on measurable outcomes. I believe in building products that not only solve problems but create genuine value for users.
Across the last ten-plus years I've moved through roles that don't usually live under one resume: QA automation engineer for payment systems, mobile and web product developer for cross-platform apps, technical writer, SEO and content lead, growth marketer running paid acquisition, UX practitioner, and now Chief Product Officer. Friends call this the "Swiss knife" approach to a career in tech: wide enough to see the whole machine, and deep enough in each part to actually help fix it.
That breadth is the thing that's most useful in product leadership. When the engineering team flags a tradeoff, I can argue the technical merits. When marketing wants to push acquisition harder, I can read the funnel data. When UX research shows a friction point, I can sketch the redesign. Product strategy lives at every one of these intersections, and being able to operate at all of them, instead of having to translate through specialists, is what lets a small product team move at the speed of a bigger one.
I'm based in Kosovo and write in English, Albanian, and German. My Journal covers what I'm thinking about month-to-month, usually some mix of product-led growth, applied AI in product workflows, product psychology, and the occasional piece on science, nature, or whatever movie I just couldn't stop thinking about.
Now
What I'm working on
At dua.com, I'm currently driving the shift from a monolithic frontend to a micro-frontends architecture. The goal is concrete: unblock weekly releases. Big releases concentrate risk and slow down learning. Every team waits on every other team, and the ship date becomes a political question instead of a technical one. Micro-frontends let each product surface deploy on its own cadence, with its own quality bar, and roll back independently when something breaks. It's a long-running architectural project, but the metric that matters is simple: how quickly can the product team turn a learning into a shipped change.
How I work
Principles
Outcomes over outputs
A feature isn't a result. The change in user behavior is the result. I anchor every roadmap conversation on the outcome we're trying to move, not the artifacts we're going to ship. If we can move the outcome with no new feature at all, even better.
Small, frequent bets
Three two-week experiments tell you more than one six-week project. I push teams to break work down to the smallest learnable unit and ship continuously. The faster the loop, the cheaper it is to be wrong.
Data informs, users lead
Analytics tell you what's happening; interviews tell you why. Both matter, and neither alone is a strategy. The product decisions I'm most proud of came from a tight loop between the two.
Engineering quality is product strategy
A platform that's slow to change is a product strategy you've already lost. I invest in growth engineering, automation, and frontend architecture as much as in design or research. It's the unlock for everything else.
Product-led growth, not feature-led
The product itself is the best acquisition channel, the best activation step, and the best retention loop. Paid ads buy you a moment; the experience determines whether anything happens with it.
Operate in the open
Decisions, tradeoffs, and reasoning get written down where the team can find them. Documentation isn't bureaucracy; it's how a small team scales its own thinking.
Career
Experience
Chief Product Officer
dua.com
Leading product vision, strategy, and execution across the organization. Currently driving the shift from a monolithic frontend to a micro-frontends architecture to unblock weekly releases, alongside the day-to-day work of shaping the roadmap, growth experiments, and the team's product thinking.
Product, Engineering, Growth & UX
Cross-domain career
Spent the decade before this role working across the IT stack. Roles included QA automation engineer on payment systems, mobile/iOS and web product developer for cross-platform apps, technical writer, SEO and content strategist, webmaster, growth marketer running paid acquisition and design-driven growth, product-led growth practitioner, agile/scrum/kanban operator, and UX designer. Worked across white-label SaaS, payments, and lifestyle products.
Expertise
Skills
Product Strategy
Translating business outcomes into a product roadmap teams can actually execute.
Growth Engineering
Building the technical capability (analytics, experimentation, automation) that makes growth experiments fast and cheap.
AI / Machine Learning
Practical AI in product workflows, from on-device inference to LLM-backed features.
User Experience Design
Designing flows that respect the user's time and intent.
Agile & Scrum
Fluent in agile, Scrum, and kanban; opinionated about when each works and when it doesn't.
Data-Driven Decisions
Analytics, A/B testing, and qualitative research used together, not in opposition.
Team Leadership
Building small teams that ship fast without burning out.
Stakeholder Management
Making the case for the product to engineering, marketing, leadership, and users, sometimes all at once.
Credentials
Certifications
Scrum.org ProfileJournal
What I write about
The Journal is where I work out the topics I keep returning to. Posts go up roughly once a month.
- Product-led growth: what makes the product itself the acquisition channel
- Applied AI in product: the practical, not-hyped uses of LLMs and ML in product workflows
- Product psychology: why users actually behave the way they do, and what that means for design
- Science, nature, and the occasional film recommendation when something demands writing about