Shamaazi
Delivered three major seasonal giving campaigns while consolidating a fragmented product suite into a unified, coherent donor journey.
00 · My Role
- Led product delivery for the 2024 MyTenNight, MyTenDays, and MyFridays campaigns
- Defined priorities and supported execution across all three campaigns
- Developed the product vision and roadmap for the full Shamaazi suite
- Balanced immediate campaign delivery with longer-term strategic product thinking
- Kept teams aligned on priorities across a complex, seasonally-driven environment
- Shaped a unified donor experience strategy across three distinct products
01 · The Challenge
Shamaazi operates in high-intent, time-sensitive giving moments where timing, trust, and ease of use determine whether a donor completes a transaction or abandons it. Each product, MyTenNight, MyTenDays, and MyFridays, had been operating in isolation with its own audience needs and seasonal constraints. The result was a fragmented donor experience and a team without a shared product direction. Shabeer was brought in to deliver three live campaigns successfully while simultaneously building the strategic foundation that would connect them.
02 · What I Did
Multi-Product Campaign Delivery
Led the end-to-end product work for all three 2024 campaigns, setting clear priorities, coordinating execution, and ensuring each product was built around the real needs of donors and charity partners rather than internal assumptions.
Delivery Alongside Strategy
Operated on two tracks at once: executing near-term campaign milestones while developing the product vision that would outlast them. Short-term delivery decisions were consistently made in service of the longer-term direction rather than at odds with it.
Cross-Team Alignment
Brought structure to a complex, seasonally-driven environment by establishing clear priorities across the team. Competing demands were managed without derailing delivery, and momentum was maintained through each campaign's peak window.
Product Vision and Roadmap
Developed the strategic roadmap for the full Shamaazi suite, giving leadership a foundation for future investment decisions, feature prioritisation, and cross-product consistency. The roadmap moved the team from reactive campaign execution to proactive product thinking.
Unified Donor Experience
Shaped a product direction that allows donors to move across MyTenNight, MyTenDays, and MyFridays as part of a single giving journey rather than encountering three disconnected products. The goal was coherence: a donor who gives in Ramadan should feel at home when they return for a Friday giving campaign.
03 · The Outcome
The 2024 campaigns were delivered on time and aligned to a strategic product vision for the first time. With a clear roadmap in place, Shamaazi's leadership gained a stronger foundation for decisions around the donor experience, campaign sequencing, and long-term product investment. The unified direction reduced fragmentation across the suite and set the stage for a more consistent, higher-converting donor journey in future campaigns.
04 · Key Takeaways
Delivery and Strategy Aren't in Conflict
The best fractional engagements operate on two tracks at once: executing what's needed today while building the foundation for what comes next. Short-term delivery is stronger when it's pointed at a long-term direction.
Fragmented Products Create Fragmented Users
Three campaigns with three separate experiences means donors who give in one moment don't carry trust into the next. A shared product vision isn't a luxury. It's a retention strategy.
Structure Is the Delivery
In seasonal, high-stakes environments, much of a product leader's value is creating clarity: who owns what, what ships when, and why. That structure is what lets everyone else move faster.
Think Product, Not Features
A donor giving in Ramadan and a donor giving on a Friday aren't having two separate experiences. Seeing the suite as one connected journey rather than three separate products changes every decision that follows.
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