Riyadh, Saudi Arabia
I’ve spent over 14 years building and leading strategy and operations across Africa and South Asia. Currently, I am the Director of PMO, Strategic Planning, and Operations Learning & Talent Development at the Alibaba Group, overseeing operations across five countries in Asia with my direct reports present across the various South Asian cultures and geographies. I thrive at the intersection of marketplace complexity, operational scale, and customer obsession to build what matters, fast. Most recently, I led operations at Glovo, where I had full P&L ownership, drove expansion into multiple cities, and scaled Glovo's largest EV pilot fleet with cost efficiency. Before that, I spent over five years at foodpanda Pakistan leading CX and logistics, where I was able to dramatically improve NPS by 19 points and reduce fail rates by almost 2 percentage points. I devised the first true cost of experience model for the food tech industry. I also enhanced CSAT by over 20 percentage points, scaled automated support, launched cross-functional programs and products, managed risk and fraud and cut cost per order significantly by optimising overall delivery experience and reducing wastages. I have an operator mindset with a builder instinct. I always think in terms of systems, metrics, teams, and velocity. Open to opportunities and collaboration in global mobility, logistics, and multi-player and multi-sided platform strategy, especially across the EU (particularly in Germany). Apart from Urdu, which is my mother tongue, I can speak English (C2), Arabic (B1), and German (A2) as well. Thanks to my time in Nigeria, I’ve also become quite familiar with Pidgin English. I am also familiar with regional Pakistani languages of Sindhi and Punjabi quite well. Outside of work, you’ll usually find me at the gym or helping people dress smartly [read: I'm into fashion] or reading a physical book; I’m a bit old-school that way. I’m also a firm believer in diversity and inclusion, and I’ve been actively involved in employee resource groups to help foster more inclusive, supportive environments. I also teach CX strategy to MBA students at one of the premier business schools of Pakistan by sharing all my best practices that I established as Head of CX for foodpanda, Delivery Hero. Core Areas: Leadership and Management, Strategy and Execution, Performance and Program Management, Operations, Customer Experience, Data Analysis & Visualisation and Cross-Cultural Communication
End to end ownership of choice, overall customer experience, long and late order optimization, fleet planning, wastages, staffing and logistics strategy
Part of the Group COO Office as the Regional Director of PMO, Strategic Planning and Learning & Development for Bangladesh, Myanmar, Nepal, Pakistan and Sri Lanka at Alibaba International Digital Commerce Group
• Developed and taught an elective course for MBA students focused on marketplace experience and customer listening. • Integrated case-based studies with practical learning using Google Analytics, SEO, SEM, and Tableau Visualization. • Emphasized hands-on techniques in sentiment analysis and data mining to enhance student engagement and understanding.
Reported to Country GM to lead Glovo food, grocery and LaaS business operations and strategy in Nigeria. Responsible for all operations domains such as supply acquisition, logistics performance, partner management, courier fraud and custodian of overall customer experience & profitability metrics.