From complex systems to useful outcomes.
The work I’m drawn to lives where infrastructure meets the product. Today I lead engineering at Qeen.ai: shaping a customer data platform that connects more than ten commerce and marketing sources, and bringing LLM-powered personalization into practical use.
Connected data at every touchpoint
One customer
Intelligence into action
Listening for signals…
An illustrative journey through the platform. Products and messages are examples.
The platform
- Connected data. Ingestion and graph pipelines for Meta, WhatsApp, Instagram, Snapchat, TikTok, Google Ads, Google Analytics, Zid, Salla and custom websites, on a scalable data warehouse.
- First-party signals. Android and iOS analytics SDKs that bring app activity directly into the platform.
- Safer releases. A company-wide feature flag system and campaign dashboards for controlled experiments and rollouts.
- Intelligence into action. LLM-powered personalization and automation across marketing and e‑commerce, from prototype to production.
- Meta partnership. Initiated and led Qeen’s partnership with Meta, launching a WhatsApp marketing agent.
- Modern foundations. Reworked the company’s tech stack, deployment pipeline and cloud infrastructure.
The team
- Built the engineering team and designed its interview process.
- Set the architecture and run system design reviews across the platform.
- Build proofs of concept for client integrations, turning requests into working systems quickly.
- Manage and mentor multiple engineering teams.
A record of making systems work better.
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Aug 2024 to now
Qeen.ai
Tech lead
Building the data and intelligence layer behind personalized customer experiences.
- Built the engineering team and designed its interview process.
- Reworked the company’s tech stack, deployment and cloud infrastructure.
- Built the infrastructure for a customer data platform connecting 12 commerce, marketing and app sources.
- Shipped Android and iOS analytics SDKs and a company-wide feature flag system.
- Led LLM-powered personalization and automation, and launched a WhatsApp marketing agent through a Meta partnership I initiated.
- Managed and mentored multiple teams, with more than four engineers promoted.
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Jun 2023 to Aug 2024
Careem (Uber)
Senior software engineer, routing and tracking
Improved the accuracy and stability of routing and arrival times for captains and customers.
90%fewer false re-routes for captains60%+less ETA fluctuation for customers- Owned the unified tracking platform that follows captains on the road in real time.
- Built map visualization and debugging tools for tracking.
- Instrumented the routing engine so its decisions could be measured and analyzed.
- Strengthened reliability and testing, and took part in technical interviews.
Captain en route ETA 0 minTap the map to change the destination. The route adapts instantly while noisy GPS pings snap to the road: the same problems I worked on, at a much smaller scale.
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Sep 2022 to Jun 2023
Cargo-Technologies
Senior cloud engineer
Moved core systems toward a more scalable, service-oriented cloud architecture.
- Architected the move from a monolith to microservices on AWS.
- Built a unified tracking system: an event-driven aggregator that pulls shipments, prices and orders from carriers like Maersk, DHL and GLT across land, sea and air.
- Built the platform’s wallet credit system, plus a module for third-party integrations.
- Dockerized services, set up CI/CD and deployment, and provisioned AWS networking for every environment.
One view for every carrier. Ships, trucks and planes from different companies report in different ways; the aggregator turns them all into one tracking feed.
Wallet balance0creditsThe wallet credit system, simplified: top-ups, shipment bookings and refunds settle against one balance.
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Jul 2022 to Jun 2023
Majid Al Futtaim
Mid-level software engineer
Modernized mall APIs and made test environments significantly faster to use.
10×faster test environment- Re-engineered legacy mall APIs serving millions of users into AWS SAM serverless, with multitenancy.
- Built a templating tool for managing Apigee proxies and shared flows.
Same test suite, before and after. In the time the old environment finished one run, the new one finished ten, fast enough to make test-driven development a habit.
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Aug 2021 to Jul 2022
Bayt.com
Software engineer
Worked across candidate experience, release tooling and high-volume services.
- Cut the time it takes to apply for a job.
- Built an internal release management app integrated with GitLab CI.
- Optimized mailers and scheduled jobs for large-scale use, with caching, query tuning and A/B testing.
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Apr 2021 to Aug 2021
Floranow
Software engineer
Built vendor-facing tools and extended the company’s operational platform.
- Built the vendor portal, extending Handsontable with domain-specific features.
- Added Keycloak authentication and remotely configurable permissions with CASL.
The right tool. The right layer.
Backend & APIs
- Go
- Python
- PHP with Yii
- REST and GraphQL
- Mobile SDKs, full-stack web
Data & platforms
- Neo4j
- Kafka
- ClickHouse, BigQuery
- Postgres, Redis
- CDPs, analysis, ML training
Cloud & delivery
- AWS
- GCP
- Serverless
- Docker, CI/CD, Linux
- Apigee
Engineering practice
- System design and architecture
- Refactoring and optimization
- SOLID and design patterns
- Leading and mentoring teams
- Technical interviewing
Curiosity, built on strong fundamentals.
AWS Certified Solutions Architect, Associate
AWS Certified Cloud Practitioner
Autonomous real-time multiple vehicle detection and tracking system
Published at the TRB 100th Annual Meeting, Washington, D.C.
First place, Google Developer Groups AI Hackathon
Computer Engineering, Yarmouk University
Graduated with Very Good
Good systems start with a good conversation.
For engineering leadership and senior engineering opportunities, I’d be glad to connect.
md.hawamdeh@gmail.com