Ayman Elhag

gtm engineer @ reform (yc 24)

Reformex-Facebook

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At Reform, my work sits at the intersection of GTM engineering, sales engineering, and core product.

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I've built integrations from scratch, whether that means working from API documentation or reverse engineering network calls, so Reform always has a path to connect with the platforms our customers run on. No two prospects run the same stack, and my job is to make sure that's never a I've built production-ready demo workflows and SOPs for some of Reform's biggest accounts across customs entry filing, ISF filing, duty drawback, and customs audits in both the US and Canada. These aren't just demos. They're workflows that mirror what a real customs broker does every day, built to the spec of the actual forms, systems, and compliance requirements they operate On the GTM side, I took a basic pricing page and turned it into a full quoting tool with ROI calculations, use-case volume modeling, and pitch deck generation on demand. That project is a good example of how I think about GTM engineering: if a process is slowing down the sales cycle, the answer is to build something that removes the friction Reform is early stage, which means there's no playbook and the scope of the role is whatever you make it. It's taught me that saying something can't be done is never the answer. There's always a way, and I'll find it.