Think before you build.
Most failed automation was never a tool problem. Get clear on the process, then pick the tool.
Ten years running operations. Now I automate them.
Operator and AI builder.
At Careem, Bolt and Wise I owned the numbers that hurt: dispatch time, courier cost, month-end close. Different businesses, same job. Find where the work waits. Fix it. Make it boring.
Now I help owners think clearly enough that automation actually works, and I build the systems that prove it through Soch, the AI workflow automation studio I co-founded.
ACCA-qualified, so I read the P&L before the roadmap. I also talk about this stuff: workshops, talks, and writing every week.
Track record
How I got here.
WhenWhereWhat I ownedWhat it taught me
2015–17
My own clothing brand in Pakistan. Sourcing, cash, stock, people.A good product with bad operations is an expensive hobby.
My own clothing brand in Pakistan. Sourcing, cash, stock, people.A good product with bad operations is an expensive hobby.2017–19Insurance client operations. 2,000+ cases across Product, Support and Content.Big companies run on somebody's undocumented spreadsheet.
Insurance client operations. 2,000+ cases across Product, Support and Content.Big companies run on somebody's undocumented spreadsheet.2019–20Emergency dispatch with the KPK Ministry of Health. 3 minutes down to 20 seconds.When the stakes are real, the process is the product.
Emergency dispatch with the KPK Ministry of Health. 3 minutes down to 20 seconds.When the stakes are real, the process is the product.2020–21
Taking a certified ELD product into Canada.‘Launch a market’ is thirty unglamorous tasks wearing one word.
Taking a certified ELD product into Canada.‘Launch a market’ is thirty unglamorous tasks wearing one word.2021–25Courier cost, reporting and compliance across 20 countries. $3.9M saved in 6 months.Constraint is the best operator I've worked with.
Courier cost, reporting and compliance across 20 countries. $3.9M saved in 6 months.Constraint is the best operator I've worked with.2025Finance operations. Month-end close from 8 days to 3.The fastest close is the one nobody has to chase.
Finance operations. Month-end close from 8 days to 3.The fastest close is the one nobody has to chase.2025–26
Product, operations and delivery on Lydia, an AI coaching platform.In a small team, the job is whatever is stuck.
Product, operations and delivery on Lydia, an AI coaching platform.In a small team, the job is whatever is stuck.NowSoch · Co-founderCo-founder. AI workflow automation for founder-led teams: 20+ workflows live across 7+ clients.Fix the process first. Then automate it.
How I work.
AI scales what you feed it.
Messy input, messy output, faster. Clean up the work before you hand it to a machine.
One owner per number.
If two people own a metric, nobody does. Name the person, then build the dashboard.
If it's in one head, it's a risk.
A process nobody wrote down isn't a process. Write it down, then automate it.