Dubai, United Arab Emirates
Strategic Customer Experience and CRM Leader with over 20 years of success driving enterprise-wide CX transformation, contact center modernization, and revenue growth across multi-country omnichannel environments. Proven track record in automation-led service optimisation, CX governance, CRM technology architecture, and data-driven performance strategy. Trusted advisor to executive leadership, aligning customer experience, operational excellence, and digital innovation to measurable business outcomes.
• Chair the CX Steering Committee, leading regional CX governance across Marketing, Logistics, Retail, and Contact Center functions, embedding customer intelligence into executive decision-making and performance strategy. • Own the CX and CRM technology ecosystem (MoEngage, Odoo, Karix, ETM, OmniscientTech), directing vendor governance, integration strategy, and automation roadmaps to enable scalable omnichannel engagement and operational visibility. • Launched and scaled a GCC-wide Customer Experience Program, elevating Google Review rating from 3.48 to 4.54 and strengthening brand trust and digital reputation. • Automated critical customer touchpoints across CRM journeys and service communications, reducing inbound customer calls by 40% while improving self-service adoption and operational efficiency. • Re-engineered case management workflows and AI-enabled routing frameworks, improving First Contact Resolution (FCR) by 20% and accelerating resolution cycles across omnichannel platforms. • Architected and deployed 10+ automated lifecycle and revenue programs (Cart Abandonment, Welcome, Reactivation), delivering a 50% uplift in conversion and a 16% increase in average revenue. • Established an integrated CX, CRM, and Contact Center performance framework, strengthening retention optimisation, churn prevention, and cross-functional accountability.
• Led operations across 3 contact centers, achieving 98% SLA compliance and 98% call handling rate while reducing process inconsistencies by 20% through structured performance governance. • Transformed the Value-Added Services Center into a profit-generating unit, driving a 135% revenue increase within 6 months and exceeding telesales targets by 120%. • Improved operational efficiency by increasing productivity by 20% and First Contact Resolution (FCR) by 25%, while reducing overall operational costs by 10% through agile process optimization initiatives. • Enhanced customer experience metrics by revamping Voice of Customer (VOC) frameworks, resulting in a 3% increase in CSAT and a 1% improvement in NPS within a competitive, mature market. • Spearheaded successful cloud migration to Salesforce and Genesys platforms, enabling advanced analytics capabilities, improving scalability, and maintaining service continuity during a 34% surge in call volume while boosting employee engagement by 15%.
• Led regional communication strategies that increased cross-border sales by 14% and improved customer response times by 15%, strengthening market expansion and client engagement. • Implemented a Customer Data Platform (CDP) to enhance targeting precision, resulting in a 5% increase in Customer Lifetime Value (CLV) and improved data-driven decision-making. • Designed and executed CRM-driven retention programs that boosted customer engagement by 35% and increased repeat purchase rates by 10%. • Strengthened risk management and governance frameworks, achieving 100% data compliance and reducing data breach incidents by 50%.
• Drove 46% sales growth and a 43% year-over-year revenue increase by implementing strategic upselling initiatives and integrating service-led sales models into daily operations. • Led multi-location call center operations, increasing customer acquisition by 35% and improving retention rates by 40% through structured performance management and customer engagement strategies. • Launched and scaled digital service channels, including WhatsApp for Business and mobile app ordering, resulting in a 20% improvement in customer satisfaction scores. • Optimized customer journey processes by streamlining onboarding and complaint management workflows, reducing churn and stabilizing CSAT performance. • Strengthened service delivery standards through performance monitoring and continuous process improvement, enhancing operational efficiency and customer experience consistency.