Operator. Builder.
Occasionally funny.
Ten years running operations across four continents. Cambridge. ACCA. Careem. Bolt. Wise.
Now in Tallinn, building AI and figuring out what actually changes when smart people get powerful tools.
I run Soch with one person I trust, record a podcast from my apartment, and I'm slowly learning to speak in Estonian.
TRACK RECORD
Anthropic PartnerHow I got here.
Twelve years, in order
Ran business development for a student organisation and taught students to plan a career and a budget.
People rarely lack information. They lack a system for using it.
Started a clothing brand in Pakistan and ran it for two years.
A good product with bad operations is just an expensive hobby.
Qualified as a chartered accountant.
Accounting is really training in scepticism: every number has a story, and someone is usually telling the wrong one.
Product operations for insurance data at a Fortune 500 financial data firm.
Two years watching how large organisations actually run — slowly, and on top of somebody's undocumented spreadsheet.
Ran delivery operations at the ridehailing company Uber bought for $3.1B.
Built emergency healthcare dispatch with Pakistan's KPK health ministry and cut response time from three minutes to twenty seconds.
Corporate strategy at a US fleet-tech unicorn, taking a certified logging product into Canada.
‘Launch a market’ is thirty unglamorous tasks wearing one word.
Moved to Estonia to run courier operations for Bolt's food delivery business.
Landed in Tallinn in November and never left.
Russia invaded Ukraine, demand collapsed, and courier cost became the company's most urgent problem.
Six months later it was down from 21% to 14% of GMV across 20 countries — $3.9M saved. Constraint is the best product manager I've worked with.
Operational excellence across 15 countries, alongside public policy and legal.
Rebuilt courier processes around the EU Workers' Directive without stopping the business. Stopped thinking of ops and product as separate jobs.
Bolt terminated me in March. I won at the Estonian Labour Dispute Committee and published the documents.
In between: product manager at Wise, 92% straight-through reconciliation, month-end close from eight days to three.
Co-founded an AI workflow automation agency with two people I trust.
Then Academy by Soch, to teach founders to actually use the tools. Still learning Estonian. Still doing stand-up.
Building AI systems for owners who want to think clearly first and automate second. In that order, always.
TRACK RECORD
Ten years. Four companies. One consistent result.
Things I've learned the hard way.
01
Clarity before tools.
Every failed automation I've seen started with the wrong question. Fix the thinking first.
02
The bottleneck is usually the process.
Not the people. Not the tools. The process nobody wants to admit is broken.
03
Ship it, then improve it.
The best system is the one that runs. Perfect is the enemy of shipped.
04
Document everything.
The Bolt case taught me this the hard way. Write it down. Every time.
05
Automation amplifies what's already there.
Good thinking gets better. Muddled thinking gets louder. Choose which one to scale.
06
The human still matters.
The best automation I've built makes the human more human, not less necessary.
The parts that don't fit a CV.
Mussels in Italy. Research.
The podcast
Recorded from my apartment (and sometimes a tram). Unscripted, mostly about work.
Latest: AI didn't break my workflow. I did.
3 continents
Worked across them. Base is Estonia.
ACCA · Asia · Middle East · Europe. In that order.
Estonian, slowly
Wrestling it into submission. It’s winning.
B1 by end of 2027. Probably.
Soch
Built with one person I trust. Small on purpose.
We build AI systems for owners with ops-heavy teams. withsoch.com →