Welcome to my newsletter (aka blog)! I’m Shreef. You can learn more about me on Twitter (@shreef) or on Linkedin.

This newsletter serves as my public notebook, where I share random thoughts, ideas, and learnings. Expect content focused on people management, product management, and technology.

Who is Shreef?

I'm a Product Management Leader with approximately 15 years of experience in the tech industry. My journey began at 17 when I started working as a part-time software engineer. Over the years, I continued to expand my skill set and transitioned between several small and mid-sized companies.

At one point, I decided to launch my own startup. During a StartupWeekend event in Cairo, I met a group of like-minded individuals, and together we founded Eventtus, a web and mobile SaaS platform for managing events and conferences.

Years later, I got tired of living in Egypt and decided to move abroad. Amsterdam was my destination after I received an offer from Booking.com. I worked for Booking.com for 7 years. It was quite the experience. I worked on multiple products and had a chance to learn how to build products and services for millions of customers across the world.

I worked at Booking.com on improving the hotel booking experience by doing a lot of user research, and a lot of A/B testing. I also worked on building B2B2C products that captured demand from multiple marketing channels, like hotel meta-search engines (Google Hotel Ads, TripAdvisor, Trivago, Kayak..etc), and Airline websites. I also worked on improving the customer service experience and the efficiency of 7,000 customer service agents.

After Booking.com, I joined Ankorstore, a fast-growing European/French B2B marketplace, as a Group Product Manager. There, I built my team from scratch and focused on improving the ordering experience for the marketplace, overseeing everything from checkout to delivery.


If you're interested in leveraging my product leadership and experience in both big tech and startups, I'm available for advisory and mentoring opportunities. Please feel free to reach out to me on LinkedIn!

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Sharing learnings, ideas, and random thoughts


A full-time experimenter. I break stuff and make stuff. Building tech products from Amsterdam