Dubai, United Arab Emirates
I lead complex retail technology and digital transformation programs across the GCC, bringing together business, technology, product, operations and external partners around one objective: deliver the outcome, protect the commitment and create measurable value. Most recently at Chalhoub Group, I have led technology delivery across GAP, Banana Republic, Athleta and L’Oréal SkinCeuticals, delivering four major brand launches in six months while meeting every committed launch date. The portfolio spans eCommerce, mobile, OMS, CRM, marketing technology, integrations, payments, inventory and fulfilment across complex multi-brand and multi-market environments. I also led Chalhoub Group’s first in-house implementation of Fluent Commerce OMS for new brand launches, alongside concurrent strategic programs across a digital portfolio exceeding $12M. Previously at Alshaya Group, I led one of the Middle East’s largest omnichannel platform transformations, migrating 18+ global brands to Adobe Experience Cloud. I directed 14 Scrum teams representing 100+ engineering and delivery resources across multiple GCC markets. The transformation delivered $8M in platform savings, reduced annual TCO by $2M and avoided $7.5M in technical debt. Earlier at Americana Restaurants, I led digital commerce platforms and mobile applications across multiple brands and GCC markets, contributing to digital revenue growth from approximately $25M to $250M over three years. My focus sits at the intersection of program delivery, portfolio governance and retail technology. I am strongest where complexity is high, dependencies are real and executive decisions need to translate into predictable execution. Core areas: Program & Portfolio Management | PMO & Governance | Retail Technology | Digital Transformation | eCommerce & Omnichannel | Salesforce Commerce Cloud | Fluent Commerce OMS | Adobe Experience Cloud | Executive Stakeholder Management | Financial & Vendor Governance | RAID & Dependency Management | Agile at Scale
Leading complex retail technology, eCommerce and omnichannel transformation programs across Chalhoub Group’s Luxury, Fashion and Beauty portfolio. Key Achievements: • Delivered four major retail and eCommerce brand launches in six months: GAP, Banana Republic, Athleta and L’Oréal SkinCeuticals, meeting every committed launch date while coordinating Technology, Digital, Product, Supply Chain, Operations, Business teams and external partners. • Protected committed go-live dates through significant regional geopolitical, stock and supply-chain challenges by driving dependency management, business readiness, testing, cutover planning and executive escalation. • Led Chalhoub Group’s first in-house implementation of Fluent Commerce OMS for new brand launches, governing architecture, integrations, testing, business readiness and deployment. • Sustained on-time delivery across a $12M+ multi-brand digital portfolio, establishing Steering Committee governance, executive reporting, RAID management and delivery controls across concurrent strategic programs. • Delivered the FACES Egypt CRM migration with zero post-go-live incidents, leading data consolidation, migration governance and cutover. • Led enterprise architecture and delivery discovery for the Level Shoes GCC Cross-Border Commerce program across Salesforce Commerce Cloud, Retail Unity, Fluent Commerce, MuleSoft and enterprise systems. Technology landscape: Salesforce Commerce Cloud, Fluent Commerce OMS, MuleSoft, Salesforce CRM, Salesforce Marketing Cloud, MDM/RMS, SessionM, payments, logistics and enterprise integrations.
Led one of the Middle East’s largest omnichannel platform transformations across a portfolio of major international retail brands and GCC markets. Key Achievements: • Migrated 18+ global brands, including H&M, Victoria’s Secret, Bath & Body Works, Foot Locker, Charlotte Tilbury, Boots and Mothercare, from Drupal to Adobe Experience Cloud within 18 months. • Directed 14 Scrum teams representing 100+ engineers, Product Owners, Scrum Masters and Delivery Leads across a complex enterprise and vendor ecosystem. • Sustained peak-trading stability while executing up to three launches per week across seven markets per brand, protecting major Ramadan and Black Friday trading periods. • Delivered $8M in platform renewal savings, reduced annual TCO by $2M and avoided $7.5M in technical debt through architectural, commercial and program-governance interventions. • Owned multi-million-dollar program financial governance across internal teams and strategic vendors, maintaining commercial accountability and executive visibility. • Shifted executive governance from activity-based reporting toward KPIs, ROI, business outcomes and benefit realization, supporting C-suite decision-making.
Led digital commerce transformation across multiple restaurant brands and GCC markets, owning delivery of digital platforms, mobile applications and enterprise digital initiatives. Key Achievements: • Directed digital commerce transformation contributing to online revenue growth from approximately $25M to $250M within three years. • Led delivery of digital commerce platforms, PWA experiences and mobile Super Apps supporting brands including KFC, Pizza Hut, Hardee’s and Krispy Kreme. • Coordinated Product, Technology, Operations and external delivery partners across complex multi-brand and multi-market programs. • Established program-level prioritization, delivery governance and Agile execution across a broad portfolio of digital initiatives, improving predictability and strategic alignment.
Led digital transformation initiatives for shopping centres across the GCC and Europe, coordinating cross-functional product and technology delivery. Key Achievements: • Improved mall-app engagement by 15% through real-time indoor navigation, location analytics and shopper-behaviour capabilities. • Translated shopper analytics into product requirements supporting navigation, advertising, customer engagement and heatmap capabilities. • Led an 18-person cross-functional delivery team using Agile governance and iterative product development.
Led omnichannel and eCommerce initiatives supporting global brands including New Balance, Ray-Ban and Unilever across Brazil and international markets. Key Achievements: • Delivered a 50% uplift in conversion through CRO, funnel optimisation, experimentation and customer-journey improvements. • Improved delivery throughput and stakeholder visibility across multiple brand backlogs through Scrum, Kanban and Agile-at-Scale practices. • Led cross-functional eCommerce delivery across customer experience, platform and operational initiatives.