Dubai, United Arab Emirates
A passionate and results-driven leader specializing in digital transformation, customer experience, marketing, and new product development. Over 17 years of experience driving measurable business impact within multi-billion-dollar organizations across telecom, consulting, and consumer industries. Recognized for transforming customer journeys, boosting NPS, and building high-performing cross-functional teams that deliver growth and innovation. I have a true belief that products are more than a physical appearance; the product itself is only one touch point of a much bigger story. Positioning and branding is key to survive in a competitive environment. I will make sure that everything we do is in line with our positioning and adds up to our purpose and promise. Experience in: - Customer experience - Omni-channel (strategy) - E-commerce - (Online) Marketing - Commercial management
• Lead enterprise-wide CX strategy across all UAE channels (app, web, contact centre, retail). • Drove NPS uplift (+5 Consumer, +7 Enterprise), anchored in channel, branding and network experience. • Delivered 20% growth in digital adoption of app and web. • Executive leader of CX transformation and Voice of the Customer programs including AI enablement.
• Senior management lead in the Ignite digital transformation program. • Owned Consumer & Enterprise journeys, delivering >30% digital transaction deflection. • Drove App, Web, and retail transformation, ensuring consistent omni-channel experience.
• Omni-channel strategy lead for Ignite, du’s largest transformation initiative. • Modernized digital channels (App, Chatbot, Web), shifting volume from retail/contact centre. • Acted as strategic partner to VP Transformation, aligning roadmaps with enterprise goals.
Marketing & Strategy consulting with digital focus in FMCG, retail, & tourism
• Owned €660m P&L (incl. €165m online), reporting to CMO. • Drove NPS, CLV improvements, and churn reduction through data-driven base management. • Designed and executed customer experience strategy across all channels. • Led integrated campaigns (TV, Radio, OOH, Social, Email) with a €10m budget.
• Owned B2C P&L & margin steering across 3 brands. • Designed pricing, omni-channel, and digital strategies to increase online share.
• Responsible for distribution & commercial management strategy SME market (direct & indirect), incl. budget management.
• Responsible for Pricing strategies & implementation of Mobile and Fixed propositions across B2B segments.
• Worked with clients including Ahold, Heineken, Shell, Akzo Nobel on business development, portfolio rationalisation, customer experience, and due diligence.