# Work Ciprian Spiridon’s executive work across Mumzworld, SellAnyCar, AW Rostamani, Landmark Group and Potentialife, spanning AI, e-commerce and platforms. ## From hands-on engineering to accountable executive leadership Ciprian Spiridon’s career began with building software and companies directly, then expanded into creating engineering functions, leading regional platforms and owning technology and product at executive level. Across consumer e-commerce, automotive marketplaces, loyalty and enterprise SaaS, the recurring work has been the same: make a complex system understandable, give teams clear ownership and modernize the platform without losing the operating business. Today that extends to AI-native organizations, where agents increase delivery capacity inside explicit policies, review gates and human accountability. The technology changes; responsibility does not. ## Executive and senior leadership roles ### Chief Technology & Product Officer at Mumzworld November 2023–present · Dubai, United Arab Emirates Executive responsibility for software engineering, product, design, data, BI, content and information security at the GCC’s largest mother, baby and child marketplace. Ciprian Spiridon joined Mumzworld in November 2023 to lead the functions that shape how the company discovers, builds and operates digital products: software engineering, product, design, data, BI, content and information security. The mandate goes beyond running a marketplace technology function. It combines organization design, customer experience, platform modernization, applied AI, data foundations and the security practices behind a business serving families across the GCC. A defining part of the work has been turning operational capability into software: building internal products for pricing, payments, sellers, carriers, logistics, content, data movement and executive decision support instead of leaving the business dependent on disconnected vendor tools. The operating model makes accountability visible. Work is described plainly, teams own the systems they ship, agents execute inside explicit review and escalation gates, and platform investments are judged by the customer or operational constraint they remove. Scope: Engineering, Product, Design, Data & BI, Content, InfoSec #### What I built and changed - **Rebuilt delivery around an AI-native operating model.** Introduced plain-English specifications, dependency graphs and governed multi-agent execution across engineering, product and design. Agent-authored, human-reviewed work now represents 40% of production pull requests. - **Built conversational commerce at marketplace scale.** Created a multi-agent shopping and service experience spanning 1.4 million products, roughly twenty service categories and six GCC markets, with 90% of conversations resolved without a human handoff. - **Created a portfolio of internal SaaS platforms.** Brought pricing intelligence, payment decisioning, seller lifecycle management, carrier orchestration, first- and last-mile logistics and stored-value journeys into products built and owned by the company. - **Built platforms for the teams building the marketplace.** Created internal capabilities for AI-assisted load testing, event-driven data movement and executive operations analytics, replacing recurring manual work with reusable software. - **Turned multilingual content into a software capability.** Built a bilingual content pipeline capable of processing 10,000 catalogue items an hour, then extended the same foundations into product guidance and search discovery. - **Modernized the core platform without stopping the business.** Replaced an eleven-year Magento monolith through a zero-downtime strangler migration to Next.js, React Native and API-led e-commerce, contributing to an 80% increase in organic traffic. - **Rebuilt the mobile shopping experience.** Launched new mobile products, improved conversion by 27% and moved the app-store rating from 3.8 to 4.6 while simplifying basket and checkout journeys. - **Created a new services line beside the marketplace.** Pitched and launched a services proposition spanning roughly twenty categories, from household support to professional care, without diverting the core e-commerce roadmap. - **Made operational data available in minutes, not days.** Architected a bronze, silver and gold data platform that gave operating teams a governed path from raw events to decision-ready reporting. - **Raised the pace and reliability of delivery together.** Introduced OKRs and DORA measures, increasing deployment frequency fourfold, reducing lead time by 60% and bringing mean time to recovery down from two and a half hours to fifty minutes. - **Made information security part of product delivery.** Owned the information-security and compliance programme, embedding ISO 27001 practices into the same operating model used for product, platform and data decisions. Detail: /work/mumzworld.md ### Chief Technology & Product Officer at SellAnyCar February 2022–November 2023 · Dubai, United Arab Emirates Executive technology and product leadership across four automotive marketplace brands: SellAnyCar, Carnab, BuyAnyCar and Kayishha. Ciprian led technology and product strategy across four automotive marketplace brands during a period that required both new-product creation and disciplined platform consolidation. His remit covered product, UX, growth and engineering, with responsibility for the full path from business case and customer proposition to platform delivery, go-to-market and unit economics. The defining build was Carnab: a vehicle-sales platform created from a blank sheet while the wider organization continued to operate and adapt to a changing market. The role combined direct product creation with redesigning the team that would scale it. Scope: Product, UX, Growth, Platform #### What I built and changed - **Created Carnab from a blank sheet.** Owned the business case, customer proposition, product strategy, engineering, UX and go-to-market, taking the vehicle-sales platform from concept to a scaled operating business in fourteen months. - **Built an AI customer-support platform.** Designed a support system that automated common customer journeys and reached 85% of the resolution accuracy delivered by the human team. - **Extended the sales conversation with AI.** Launched a conversational assistant for post-visit vehicle negotiations, allowing the sales journey to continue after the physical appointment and lifting conversion by 28%. - **Built product and UX as operating functions.** Established both disciplines from scratch, recruited senior product and marketing leadership with the CEO and Board, and connected discovery, delivery and growth decisions. - **Aligned four brands behind one product strategy.** Brought SellAnyCar, Carnab, BuyAnyCar and Kayishha into a clearer technology, product and marketing model while consolidating platforms and protecting the highest-value roadmap work. Detail: /work/sellanycar.md ### Group Head, Engineering & Digital at AW Rostamani Group May 2019–February 2022 · Dubai, United Arab Emirates Joined as Head of Engineering, then promoted to Group Head as the mandate expanded into group-wide digital products, customer experience and transformation. Ciprian joined AW Rostamani Group in May 2019 to establish a central software engineering capability for a diversified group. In March 2021 he was promoted to Group Head, Engineering & Digital. The expanded role brought engineering, product, customer experience and UI/UX into one digital mandate across multiple businesses. The work combined portfolio governance with hands-on creation of new customer and operating platforms. This was transformation inside an established enterprise: building internal capability, aligning business leaders around shared platforms and turning opportunities in automotive, retail and shared services into software products that could operate across the group. Scope: Engineering, Digital, CX, UI/UX, ISO 27001 #### What I built and changed - **Built the group’s software engineering function from zero.** Created a central department, brought delivery in-house across business units and established the people, practices and ownership model needed to build group platforms. - **Expanded engineering into a group-wide digital mandate.** Earned promotion to Group Head and brought product, customer experience and UI/UX under the same accountable leadership as engineering. - **Created real-time automotive auction platforms.** Launched B2B and B2C vehicle auctioning as new digital journeys, connecting inventory, buyers and operating teams through purpose-built products. - **Took three retail brands into e-commerce.** Built the shared e-commerce foundations and brand experiences needed to launch online retail across three distinct businesses. - **Applied computer vision to live fleet operations.** Deployed edge-based number-plate recognition from real-time video feeds, turning vehicle identification into an automated operating capability for the leasing business. - **Productized document intelligence across six companies.** Introduced OCR, classification and structured extraction as a reusable group capability for moving paper-heavy processes into governed digital workflows. - **Built customer engagement and vehicle-ownership platforms.** Launched new digital products for customer relationships and connected ownership experiences alongside the group’s e-commerce and auction portfolio. - **Established security standards across the portfolio.** Owned information security and compliance for the digital estate, including the ISO 27001 practices applied to products built in-house and with partners. Detail: /work/aw-rostamani.md ### Senior Engineering Manager at Landmark Group November 2017–May 2019 · Dubai, United Arab Emirates Engineering leadership for regional e-commerce, loyalty, payments and fulfilment platforms across a five-country remit. At Landmark Group, Ciprian led engineering where physical retail and e-commerce had to operate as one customer system rather than parallel channels. The central platform challenge was identity. Shukran moved from a physical membership-card programme to a digital identity and loyalty layer connecting stores with nine e-commerce platforms. The role also covered payments, fulfilment and customer experience. Success depended on making the technology work across countries, brands, store operations and logistics at the same time—not simply shipping a new front end. Scope: E-commerce, Loyalty, Payments, Fulfillment #### What I built and changed - **Rebuilt Shukran as digital identity infrastructure.** Turned a physical membership-card programme into the identity and loyalty layer for 40 million registered users and 20 million monthly active users across the GCC. - **Connected stores to nine e-commerce platforms.** Introduced one customer identity and single sign-on across physical retail and the group’s digital brands, giving loyalty a common foundation across channels. - **Launched Click & Collect across four countries.** Coordinated technology, store operations, logistics and customer experience to introduce the fulfilment journey across more than one thousand stores. - **Unified online and in-store transactions.** Brought passes, coupons and refunds into one omnichannel platform so customers and service teams could move between physical and digital retail without losing context. - **Automated high-volume customer queries.** Introduced automated resolution for common support needs, reducing call-centre queue times by 35% while the e-commerce footprint continued to expand. - **Scaled the foundations for multi-market e-commerce.** Strengthened payments, fulfilment and customer-experience platforms across a five-country engineering remit rather than solving each market as a separate stack. Detail: /work/landmark-group.md ### Vice President of Engineering at Potentialife December 2015–November 2017 · London, United Kingdom Joined as the third employee, built the engineering function and took a leadership-development product from zero to enterprise SaaS. Ciprian joined Potentialife as its third employee and built the engineering department while the company expanded across eight offices. The product grew from zero into a SaaS platform spanning iOS, Android, web, CMS and APIs. It was adopted by enterprise clients including Sainsbury’s and Barclays. Because the platform handled executive behavioural data, personal journals and location information, information security was part of the product architecture and operating model from the beginning—not a certification exercise added after enterprise adoption. Scope: SaaS, iOS & Android, ISO 27001, SOC 2 #### What I built and changed - **Built the product from zero across five surfaces.** Launched a connected SaaS experience across iOS, Android, web, CMS and APIs rather than treating each client as a separate implementation. - **Built the engineering organization from the third employee onward.** Created the department, team structure and delivery practices as the company grew to seventy people working across eight international offices. - **Took the platform into major enterprises.** Delivered the product and operating controls needed for adoption by clients including Sainsbury’s and Barclays. - **Made security part of the architecture.** Led ISO 27001 and SOC 2 programmes for a product handling behavioural data, private journals and location information, building enterprise trust into the platform itself. - **Improved engagement through product research.** Used customer research to drive a full experience redesign that increased engagement by 27%. Detail: /work/potentialife.md ## Boards and mentoring Alongside operating roles, Ciprian has advised founders and boards and mentored engineering and product leaders across the United States, Europe, the Middle East and Asia. - **Pacer** — Board Advisor (CTPO), 2023–2024. AI-powered automotive dealership platform. Advised from pre-money through three pivots and a rebrand. - **Belong (formerly ASKWHO)** — Board Advisor (CTPO), 2020–2021. Brought the team in-house from an agency; advised through seed and pre-Series A. - **PlatoHQ** — Mentor, engineering & product leadership, 2021–2024. Mentored engineering leaders and ICs across the USA, Europe, UAE and Asia. - **Antler** — Mentor, 2023. Mentored early-stage founders across six continents. ## Earlier engineering career, 2005–2015 Before executive leadership, the work moved from founding a design business in Romania to software engineering, architecture and engineering management roles in London. - **Engineering Manager & Solutions Architect at CueSongs** — Apr 2014 – Dec 2015, London, United Kingdom. First technical employee; company acquired. - **Senior, then Lead PHP Developer at Surfdome** — Feb 2012 – Apr 2014, London, United Kingdom. Fourth technical employee; company acquired. - **Senior PHP Developer at dotpeak** — Sep 2011 – Jan 2012, London, United Kingdom. - **Software Engineer (.NET) at SSI Bucovina** — Jan 2007 – Dec 2010, Suceava, Romania. - **Founder at Graphix Design** — Jan 2005 – Jan 2007, Suceava, Romania. Left university to run it full time.