Chief Executive Officer

Murad Mekhtiev

Murad has led multi-million-dollar scoping, Proof of Concept, and solution design engagements for large enterprises in the wholesale trade industry, and has a decade of experience in software sales, business analysis, and solution design.

Prior to starting Optomni, he led the business analysis team at a leading AI software company, and in this role, he helped secure million-dollar software deployments with some of Australia’s largest enterprises. He is an experienced company director, having sat on the board of AIESEC, a not-for-profit organisation, and was an early employee of GradConnection, a software startup that was subsequently acquired by SEEK.

He holds a Graduate Diploma in Data Science from University of South Australia and a Bachelor of Arts (Politics) from Monash University.

Chief Technology Officer

Abdelrahman Elborey M.Sc.

Abdelrahman has over 16 years of experience in full-stack software development, solution architecture, cloud technology and DevOps.

He was the technical lead for enterprise ordering software projects in the food services sector with hundreds of users taking millions of dollars’ worth of orders. He has deep technical expertise, comprehensive knowledge in software design patterns, architectural patterns, and software development life cycle and methodologies.

Abdel is a TOGAF 9.1 Certified Enterprise Architect, holds a host of professional certifications and both Bachelor and Masters degrees in Computer Science from Cairo University.

Marketing Manager

Sabina Zeynalova

Sabina is a Certified Digital Marketing Professional experienced in both digital and offline marketing. She is experienced at marketing to executives and has executed marketing strategies that have led to threefold increases in generated leads.

Sabina is experienced in Google Ads, content marketing, social media marketing, customer engagement, Google Analytics, SEO, web content management, conversion optimisation, PPC advertising, CRM, as well as event management and non-digital marketing.

She holds a Graduate Diploma in Digital Marketing from Digital Marketing Institute, and a Bachelor of Education (Honours) from Baku Slavic University.

Industry Advisor

Daniel Hoffman

Daniel is a second-generation South Australian vegetable grower & agronomist. He plays an active role in the Australian horticulture industry and has been recognised for his industry advocacy.

In 2019, Daniel was named the Corteva Agriscience Young Grower of the Year. He is part of the Emerging Leaders Group, which helps the horticulture industry innovate and adopt new technologies.

In 2015, Daniel co-founded Farmate together with Thang Hoang Le (Aussie Kev), a company that provided growers and produce wholesalers with live price reports and market intel. Daniel’s core expertise areas include plant nutrition and fertiliser, as well as pest and plant health management. He currently works with Grower Supplies as an agronomist and crop consultant.

As an Industry Advisor, Daniel helps Optomni connect with growers and forge close ties with the industry.