Dubai, United Arab Emirates
I’m passionate about solving the right problems with the right people. With 11+ years across global markets, I help businesses grow through digital innovation, strategic partnerships, and scalable, tech-driven solutions. I’ve led high-impact projects that simplify the complex and deliver results — from launching digital-first brands to scouting cutting-edge tech. I thrive in lean teams, love turning ideas into action, and work equally well in startups or corporate environments.
Driving group-level strategic initiatives as part of e&’s transformation from a telecom operator to a global technology powerhouse. My role focuses on building and owning innovation ecosystems, scouting future-facing technologies, and enabling high-impact partnerships across global markets. Lead the identification and validation of strategic tech partners—from global enterprises to early-stage startups—across AI, cloud computing, SaaS, data infrastructure, metaverse, and next-gen telco solutions. Represent e& at international innovation platforms (CES Las Vegas, GITEX Dubai), sourcing cutting-edge technologies and converting them into actionable opportunities. Act as a single point of contact (SPOC) for partnerships with leading global organizations including Mastercard, Vodafone, Manchester City FC, Starzplay, Careem, and Nagarro. Successfully onboarded a cloud-first, API-driven telco platform partner—enabling rapid deployment of white-label digital telco brands in under a week. Bridge strategy with execution by working cross-functionally across product, commercial, technology, and leadership teams to accelerate transformation initiatives.
Led the launch and international expansion of a joint venture between e& Group and Circles (Singapore), building a SaaS-first digital telco model to drive transformation across global markets. Launched and scaled Onic, Pakistan’s first 100% digital telco and lifestyle app — redefining onboarding, CX, and digital product delivery in an emerging market. Delivered market entry strategy, tech localisation, and partner acquisition in record time — positioning Onic as a disruptive Gen Z-focused brand. Managed JV governance, operational frameworks, and cross-border stakeholder alignment to enable future expansion across Asia and MENA. Championed a SaaS-led, asset-light operating model, accelerating adoption of cloud-native telco platforms across e& footprint markets. Contribute to the digital strategy and transformation roadmap across 20+ telco portfolio companies under the e& umbrella.
Appointed by e& as a strategic advisor to Onic Pakistan, supporting day-to-day operations and overseeing key performance metrics. Focused on sustaining growth momentum, driving operational excellence, and ensuring alignment with corporate governance standards.
Oversaw a broad portfolio of cross-functional operations spanning program management, procurement, finance ops, legal, regulatory, logistics, training, security, and sustainability. Acted as a key liaison between Virgin Group and EITC (Du) senior leadership to deliver strategic initiatives and unlock complex partnerships. Supported the retail and distribution network with supply chain logistics, compliance, and workforce enablement across all point-of-sale channels. Built and implemented internal governance frameworks, operational policies, and product strategies to drive commercial performance. Led restructuring and optimisation of sales applications, CRM, and ERP systems to future-proof the business. Regularly engaged with the TDRA and internal audit teams to ensure full regulatory compliance. Appointed as Virgin Mobile’s representative on the GCC Telecom ESG Taskforce.
Led global sales and distribution operations for a $100M multi-brand performance and lifestyle company, operating across 5 continents with teams in Hong Kong, Shenzhen, France, the UK, and the USA. Oversaw a team of merchandisers and sales reps, driving international expansion through market-entry strategies, distribution partnerships, and localized go-to-market plans. Responsible for CRM implementation, sales process optimisation, and order lifecycle management across regions. Conducted ongoing sales training and capability-building initiatives to enhance rep performance, lead generation, and customer engagement. Played a key role in establishing Yvolve’s operational presence in new markets while contributing to commercial growth in a fast-scaling startup environment.
Led regional sales and marketing initiatives across Australia, New Zealand, the Middle East, and Central & Eastern Europe — with a focus on opening new sales channels, driving lead generation, and securing key account acquisitions. Developed and executed integrated marketing strategies, including brand revitalisation, media planning, and merchandising for both digital and in-showroom environments. Delivered persuasive, data-backed sales presentations that helped expand the company’s international footprint. Blended creativity with commercial thinking to drive market growth and enhance brand positioning in highly competitive territories.