Hi, I'm Parisa.
A product-minded builder turning ambiguity into systems, decisions, and outcomes.
I'm a product-minded builder with experience across banking, ad-tech, marketplaces, retail operations, and research. I'm strongest in ambiguous environments where teams need structure, data, and clear product thinking to move from problem to outcome.
From engineering, to business, to product.
I started with engineering and problem-solving, then moved into business, marketing, product, and analytics. Over the years I've worked across ad-tech, marketplaces, retail operations, and banking — and across every chapter, the work has been the same: identify the real problem, frame it, decide, build, and measure.
My research strengthened my understanding of user behavior, trust, personalization, and decision-making. I now bring all of this together as a product manager — working at the intersection of data, experimentation, and product intuition.
A decade across engineering, marketing, analytics, and product.
- 2014–2018Sharif University of TechnologyBSc Civil Engineering
Where the problem-solving instinct was built.
- 2018Isfahan MunicipalityAssistant Project Manager
First taste of coordinating complex projects on the ground.
- 2019–2022YektanetAssociate PM → Product Manager
3 years at Iran's largest ad network — CRM, UX, retargeting algorithms, and a 0→1 e-commerce product.
- 2019–2022Sharif University of TechnologyMBA, Marketing
Research on personalized advertising and purchase behavior — completed alongside Yektanet.
- 2022TakhfifanProduct Manager
Brief PM role at a leading Iranian deals platform.
- 2022–2023SnappCarFixSr. Business & Marketing Analyst
Growth lead at an automotive marketplace inside Iran's largest ride-hailing app.
- 2023–2024Queen's UniversityMSc, Management Information Systems
Thesis on AI chatbot behavior — personalization, trust, and purchase intention.
- 2024–2025Canadian TireBusiness Analyst, Supply Chain
Self-initiated ML model at Canada's largest distribution centre, presented to AVP.
- 2025–PresentTD BankSenior Business Information Management Analyst
Building the operating system for an AI-enabled authentication analytics team.
Six habits that show up in every project.
I structure ambiguity
Make the unclear visible and workable.
I listen for signals
Across users, data, ops, and stakeholder talk.
I use data to clarify decisions
Not to decorate slides.
I align people around the problem
Not just the proposed solution.
I build systems that make work easier
Operating rhythms, intake, docs, dashboards.
I care about trust, clarity, and adoption
Anything we ship has to be used.
Six principles behind the work.
Start with the real problem, not the requested solution
Stakeholders rarely arrive with the problem — they arrive with a proposed fix. My first job is to dig until the underlying user, business, or operational need is clearly stated.
Make ambiguity visible before trying to solve it
Unclear scope, unknown assumptions, and unaligned definitions are the quiet causes of bad outcomes. I name them out loud, write them down, and turn them into decisions the team can actually make.
Use data as a decision tool, not decoration
Dashboards are not the product. I instrument the questions we actually need answered, push back on vanity metrics, and design measurement to change behavior.
Build systems that help teams move
A good Jira board, a clear intake, a tight weekly rhythm — these are product surfaces too. When the operating system around the work improves, everything downstream gets faster and calmer.
Design for trust, clarity, and adoption
Anything we ship — a feature, a dashboard, a process — only counts if people actually use it and trust the output. I design for the human at the other end, not for the demo.
Treat learning as part of the product, not something after the product
Measurement, retros, and post-launch instrumentation are part of the build, not an afterthought. Without them, every release is a guess we can't improve on.
The kind of work that excites me.
- Digital products that solve real customer problems
- Product roles involving data, users, and business strategy
- Cross-functional environments
- Ambiguous problems that need structure
- Products where trust, adoption, and user behavior matter
Curious, learning, connecting.
Outside work, I'm usually exploring ideas through books, podcasts, conversations, and community events. I enjoy learning about product, psychology, relationships, culture, and how people make decisions. I also like connecting with people who are building thoughtful products or navigating career transitions.