Dubai, United Arab Emirates
I’m a digital product and revenue leader with 20+ years driving growth and transformation across Qatar Airways, Dubai Airports, Emirates, Etihad, and JP Morgan. I specialise in turning customer data, AI/ML, and experimentation into measurable outcomes – from billion‑dollar airline portfolios to enterprise digital workplace platforms. Today, I work as a freelance consultant, helping organizations in travel, hospitality, banking, telecom and adjacent sectors design and validate AI-powered use cases: demand forecasting, revenue & margin optimization, cancellation and churn risk, and customer experience personalization. These are the same problems I solved inside airlines and banks, now applied across multiple clients. I am actively open to VP/Senior level roles in product, digital experience, or AI‑driven transformation, where I can bring this blend of enterprise execution, data-driven decisioning, and hands-on AI experimentation into a larger team. I’m based in Dubai and open to GCC/remote leadership roles.
• Partner with travel, hospitality, and service organisations to design AI/ML use cases for demand forecasting, revenue & margin optimisation, and cancellation/churn risk reduction • Build data-backed playbooks for hotel RevPAR uplift, airline ancillary growth, and service workforce optimisation, including proof-of-concept models and business cases • Advise product and digital leaders on how to embed experimentation, predictive analytics, and GenAI into existing stacks (Salesforce, Adobe, MarTech, PMS/CRS) without rip‑and‑replace • Flexible engagement model that allows me to transition into a full‑time VP/Senior product or digital leadership role
Key achievements: Analyzed gaps in airport service offerings (e.g., lost & found, passenger touchpoints) and delivered Voice of Customer (VOC) feedback Designed an omnichannel data strategy and developed a predictive recommendation model to personalize passenger offerings and increase of 20 - 30% in customer satisfaction scores. Optimized design, content & customer engagement across events and retail launches through data-driven segmentation, driving a 20–40% increase in upsell and cross-sell conversion rates and boosting campaign effectiveness. Achieved 20% Opex savings for Contact Centre by enhancing low-cost digital channels. Created an end-to-end ‘help’ strategy leveraging conversational AI to enhance overall customer experience. Responsibilities: Designed and led the digital transformation to create a phygital ecosystem creating seamless, personalized omnichannel customer interactions for over 90 million annual passengers. Enhancing www.dubaiairports.ae to deliver new digital services, digital commerce & support campaign related activities via content management, user experience and technology platforms Leading the strategy & delivery of mobile/digital first contact center services & operations
Key Achievements: Delivered 1B USD incremental revenue in Q4’22 (+78% vs pre-COVID) via funnel optimization and personalization. Achieved 50% growth in visits (147M) and 73% growth in flight searches (47M). Increased digital penetration by 31% ~ 500K USD annual savings by transforming the overall customer experience Achieved digital sales of 70M USD, 49K plus loyalty enrolments for the FIFA World cup Responsibilities: Delivered solutions via www.qatarairways.com to ensure maximum conversions with the best experience Led AI & ML solution ideation to increase overall conversion of flights & other subsidiaries such as Qatar Duty Free, Qatar Holidays etc. Created digital solutions & products such as the Travel planner, offer recommender and other integrated services to reduce service disruptions Mentored 6 product teams in experimentation and insight-driven design.
Key Achievements: Maximized employee productivity achieving annual savings of 1M hours per day with 3 products: web platform, mobile app and a large language model intelligence engine Achieved record levels of growth penetration of 200% with an increase of 60% active members QoQ Selected by JP Morgan to present a whitepaper on Neuroscience driven marketing & design at Asia’s largest women’s tech conf, GHCI Featured in the news for the ‘Assistant’ at JP Morgan Responsibilities: Developed comprehensive digital strategies for workplace platforms and mobile apps Crafted product narratives for C-levels; mentored 3 product teams
Key Achievements: Revamped www.dnata.com web presence in 10 countries: redesigned CMS architecture, migrated to AWS Cloud, reducing Opex by 20%. Developed mobility apps for real-time incident reporting at the Emirates terminal (e.g., dnata Safety Hub).