Managing Director · Product & Digital Experiences

Product leadership that shows up in the revenue.

For fifteen years I've built and grown digital products across MENA and beyond, from edtech platforms to a portfolio of 50+ tools serving thousands of businesses. I turn strategy into shipped product, and traffic into measurable revenue.

Let's talk See the trajectory

CEO · WPFactory MD · uxarabia Ex-Product · Edraak 44k students · Udemy

15+Years in digital

Omar Dabbas, Managing Director of Product and Digital Experiences

Amman · Global

The short version

I've sat on every side of a digital product.

I started deep in the technical layer: VoIP systems, then IT and networks for organizations in the US and Jordan. That grounding never left: I read a product the way you read a system, looking for where it leaks and where it can carry more load.

From there I moved into product and program management at Edraak, one of the region's largest learning platforms, then into SEO and CRO consulting, and on to building a software business. Today I'm CEO of WPFactory, a portfolio of 50+ products used by thousands of e-commerce businesses, and Managing Director of Product & Digital Experiences at uxarabia.

The thread through all of it is simple: make digital products earn their keep. Not redesign for its own sake, not traffic for a dashboard: revenue, retention, and experiences people actually come back to.

Based inAmman, JordanWorking with teams across MENA & globally

FocusProduct · Growth · CROStrategy through execution

BackgroundComputer Science since 2009Technical roots, business outcomes

AlsoPremium Udemy instructor44k students, 11k reviews since 2015

The impact

Numbers that compound.

Fifteen-plus years turning underperforming digital touchpoints into conversion drivers, across products, courses, and enterprise experiences.

50+

Digital products built & scaled at WPFactory

44k

Students taught on Udemy since 2015

25+

Online courses launched at Edraak

15+

Years across tech, product & growth

What I do

Six specialisms, one outcome: more revenue.

Leading digital experience projects for enterprise and product teams, from strategy through execution.

Search Engine Optimization

Winning search traffic that converts, from small sites to platforms with millions of users. Technical SEO, content strategy, and the audits behind them.

Conversion Rate Optimization

Getting more revenue from the traffic you already have. Funnel analysis, structured testing, and the small changes that move the number.

Product Management

Building and shipping B2C and B2B digital products end to end: roadmap, prioritization, and the cross-functional work that gets things released.

Growth & Monetization

Growing and monetising digital businesses sustainably: freemium to paid, upsell, retention, and the pricing decisions in between.

WordPress & eCommerce

Custom WordPress and eCommerce built to scale and convert, backed by a 50+ product portfolio serving stores worldwide.

AI & Automation

Using AI and automation to sharpen user experiences and take repetitive work off the team, without losing the human judgement.

How I work

A short path from "it should work better" to shipped.

No 90-page decks. A tight loop that finds the revenue leak, agrees what matters, ships, and proves it.

Diagnose

Audit the funnel, the product, and the data. Find where attention turns into revenue, and where it doesn't.

→

Prioritize

Rank the fixes by impact and effort. Agree the few that will actually move the number this quarter.

→

Ship

Work with your team, or mine, to execute. Design, build, SEO, content, whatever the fix needs.

→

Measure

Track against the metric that matters, learn, and feed it back into the next round. Repeat.

The trajectory

From running the network to leading the product.

A career built across technology, edtech product, and digital business strategy, the reason UX, CRO, and product decisions all connect back to the revenue.

2026, now

Managing Director, Product & Digital Experiences

uxarabia · Full-time

Leading digital experience projects for enterprise clients across MENA, from strategy through execution, turning underperforming touchpoints into conversion drivers.

2023, now

CEO · previously Managing Partner, Product & Marketing

WPFactory · Full-time · Remote

Own business strategy, growth, and operations. Built and scaled a portfolio of 50+ digital products serving thousands of e-commerce businesses globally, and grew freemium users into paid customers.

StrategyP&LProductMarketing

2020, 2025

SEO & CRO Consultant

Nomou Digital · Self-employed · Amman

Tailored SEO and CRO for clients across industries: technical audits, funnel analysis, and content strategy that moved organic growth and conversion for real teams.

2017, 2022

Product Manager · previously Program Manager

Edraak إدراك · Full-time

Owned areas of the learning platform through the full product lifecycle and led the roadmap with the technical team. As Program Manager, launched 25+ online courses and lifted course sign-ups by an average of 15%.

RoadmapCross-functionalEdTech

2015, now

Premium Instructor

Udemy · Freelance

A constant thread since 2015, four courses on Windows operating systems, roughly 44,000 students and 11,000 reviews. Teaching keeps the work honest and clear.

2009, 2017

Technology & IT leadership foundations

Kulacom · InhouseCIO, Chicago · Amman Chamber of Industry · AMIDEAST

Started in VoIP systems design, then ran IT for organizations in the US and Jordan and managed the "Baladi: Made in Jordan" campaign. The systems grounding behind every product decision since.

Who I work with

Different teams, the same question: where's the revenue?

The specifics change; the discipline doesn't. These are the teams I do my best work with.

E-commerce & WordPress

Stores and plugin businesses that need more revenue from the same traffic, conversion, retention, and scale.

EdTech & platforms

Learning and content platforms that need product direction: roadmap, features, and the metrics that prove them out.

Enterprise digital teams

Organizations with real traffic and underperforming touchpoints, looking for UX and CRO leadership through execution.

Founders & SMEs

Small teams that need senior product and growth thinking without a full-time hire: pragmatic, hands-on, outcome-first.

Ways to work together

Pick the depth that fits the problem.

From a sharp one-off audit to ongoing product and growth leadership. Every engagement is scoped to a real outcome, not billable hours.

01 · Audit

Revenue & UX audit

A focused look at your funnel, product, and search presence, with a prioritized list of what to fix first.

Funnel & conversion review
Technical & content SEO check
Ranked, actionable roadmap

02 · Project

Sprint or build

We ship the priority fixes together: CRO changes, a product feature, an SEO push, or a WordPress/eCommerce build.

Defined scope & outcome
Design, build & execution
Measured against the metric

03 · Advisory

Ongoing leadership

Fractional product, growth, and CRO leadership for teams that need senior direction on a steady cadence.

Roadmap & prioritization
Growth & monetization strategy
Team & stakeholder alignment

The approach

Business goals and user needs, on the same side.

I bridge the gap between what the business needs and what users actually want, turning underperforming digital touchpoints into conversion drivers, from strategy through execution.

No redesign for its own sake. The work earns its place when it shows up in the numbers.

Conversion · before → after

Before

After

Illustrative of the shape of the work: find where revenue leaks, then close it.

Questions

Good to know before we talk.

Can't see your question here? Just ask in the form, I answer directly.

Both, depending on the engagement. I can lead strategy and hand your team a clear plan, or roll up my sleeves and ship the fixes: CRO changes, product features, SEO, WordPress and eCommerce builds. The audit tells us which we need.

From founders and SMEs who need senior thinking without a full-time hire, up to enterprise digital teams and platforms with millions of users. The method scales; the priorities change.

I'm based in Amman, Jordan, and work with teams across MENA and globally. Most engagements run remotely, with on-site sessions where it makes sense.

Usually with a focused audit of your funnel, product, and search presence, ending in a ranked list of what to fix first. From there we decide on a project sprint or ongoing advisory, whichever fits the outcome you're after.

I've built the systems, managed the product, advised as a consultant, and run the company. That means I read UX, CRO, and product decisions through one lens, revenue, and I don't recommend a redesign that won't show up in the numbers.