Open to opportunities

Asma Karoobi

@asmakaroobi

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Product design leader driving customer-first experiences for fintech, SaaS, e‑commerce and AI/data platforms.

Portugal

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What I'm looking for

I’m seeking senior leadership roles where I can shape product and design strategy, scale teams and systems, and deliver data‑driven, customer‑first experiences at global scale.

I am a product design director with deep expertise building design strategy, teams and systems for fintech, SaaS, e‑commerce and data platforms. I combine hands‑on design practice with strategic ownership to deliver measurable business impact.

At Mastercard I lead experience strategy across Consumer Product & Process portfolios, hold final design sign‑off for global product launches, and drive usability testing and Design Quality Score evaluations to embed continuous improvement.

I have founded and led product startups and agencies—launching an AI‑driven BI platform to $10K MRR and growing a 35‑person software and UX agency that delivered multi‑platform services with millions of users. I’ve also built and scaled design systems and mentored teams of designers across global organizations.

I bring a data‑informed, customer‑first approach to product discovery, design ops, and cross‑functional delivery, focused on accessibility, consistency, and measurable outcomes that align design with business goals.

Experience

Work history, roles, and key accomplishments

Current

Experience Director

Current

Mastercard

Jan 2025 - Present (8 months)

Lead experience strategy across Consumer Product & Process portfolios, holding final design sign-off for global product launches and driving initiatives that shaped end-to-end user journeys and loyalty experiences.

Design Strategy Usability Testing Accessibility Product & Design Stakeholder Management Prototyping

Co-Founder & CEO

Matau

Dec 2023 - Sep 2024 (9 months)

Founded an AI-driven BI platform for SMEs, raised pre-seed funding and grew to $10K MRR in six months while designing product vision and a role-based question feature that increased engagement 30%.

Product Strategy Business Intelligence GTM UX Design entrepreneurship User Engagement

Product Design Manager

Bekaert

May 2023 - Jan 2024 (8 months)

Built and scaled a multi-platform design system for 20+ products, improving design consistency and delivery speed while leading and mentoring an 8-person design team.

Design Systems Figma Component Libraries Cross Functional Collaboration Team Leadership Mentorship

Senior Product Designer

Snowplow

Mar 2022 - May 2023 (1 year 2 months)

Led design of data governance tools and event-tracking workflows, reducing inconsistencies by 40% and improving data update cycles by 25% through tracking documentation and quality processes.

Data Governance Event Tracking UX Design Documentation Data Quality Prototyping User Research Analytics

Product Design Manager

Roomvu

Dec 2019 - Apr 2022 (2 years 4 months)

Transformed a video engine into a SaaS marketing automation platform, adding automated publishing and ad management and introducing event tracking and A/B testing to optimize UX.

Marketing Automation A B Testing Event Tracking Product Strategy Cross Functional Collaboration

Chief Executive Officer

Tiara Studio

Apr 2016 - Dec 2019 (3 years 8 months)

Founded and grew a 35-person software and UX agency, delivering a multi-platform IPTV service with 10M+ active users and overseeing end-to-end design, integration, and delivery that increased adoption 25%.

Product Development UX UI Design Software Integration Scalability Client Partnerships Project Delivery

Director of User Experience

Digikala

Sep 2010 - Dec 2015 (5 years 3 months)

Led product design for Iran's first e-commerce unicorn, managing design and PM teams and redesigning core journeys to drive significant adoption and revenue growth.

Product Management User Research Checkout Design Roadmapping Team Management