Dubai, United Arab Emirates
AI is easy to talk about. Hard to run. I help leadership teams build the systems that make it real. My work sits where strategy meets structure: operating models, decision flows, governance, and the rhythms that make organizations faster and more aligned. For 15+ years I’ve led transformation programs across MENA, Europe, and APAC. Most of the work is about clarity - who decides, how information moves, and how teams coordinate at scale. When those pieces work, AI stops being noise and becomes a force multiplier. Today, I advise organizations and leaders on: • AI-ready operating models in Commerce • Governance and cross-functional alignment • Transformation planning and execution architecture • Decision systems for commercial and operational teams • Data, process, and capability readiness What I bring: • A practical way to turn AI complexity into usable systems • Calm, structured thinking in high-ambiguity environments • GCC × Europe × global transformation experience • A track record of operating models that last If you’re designing the next generation of AI-enabled systems - or need clarity on where to begin - I’m open to select advisory roles, transformation mandates, and executive conversations.
I advise leaders and mid-sized organizations on AI readiness, operating models, and transformation execution. My work focuses on turning complexity into systems that teams can run: - Designing AI-enabled operating models - Building cross-functional decision systems - Integrating data, automation, and commercial governance - Structuring commercial and operational execution frameworks - Mentoring transformation and growth leaders Current advisory work spans GCC organizations, global brands, and founder-led businesses.
Led multi-country transformation across UAE & Saudi Arabia, integrating AI readiness, commercial systems, and cross-functional governance into large organizations. - Designed GTM operating models connecting marketing, sales, data, and e-com - Integrated AI-enabled forecasting, automated analytics, and decision workflows - Strengthened organizational capability across data, governance, and commercial decision-making - Advised C-level teams on commercial, AI, and transformation strategy - Oversaw multi-sector programs (luxury, CPG, retail, pharma, public sector)
I led global transformation programs across EMEA & APAC, helping large organizations evolve their commercial, digital, and cross-functional operating models. The work focused on structure, governance, and capability. Key Contributions: - Designed multi-market operating models that aligned marketing, sales, CRM, and commercial functions into one decision system. - Built global capability frameworks that strengthened organizational maturity across 10+ markets. - Introduced governance structures that improved accountability, decision flows, and performance visibility. - Partnered with regional and C-suite stakeholders to accelerate cross-functional and data transformation initiatives - Led capability building for 200+ leaders annually, establishing consistent standards across markets and functions. - Guided cross-market expansion programs across CPG, beauty, luxury, tech, and consumer health, ensuring structural readiness and execution clarity.
I was responsible for modernizing the Consumer Healthcare commercial organization, strengthening digital literacy, governance, and cross-functional performance across the DACH region. My role combined P&L responsibility with transformation leadership. Key Contributions: - Redefined the commercial operating model for Consumer Healthcare, aligning marketing, sales, and digital into one performance structure. - Introduced new decision workflows, measurement practices, and capability frameworks that improved forecastability and execution. - Strengthened digital literacy across the organization, ensuring leaders had the skills and clarity to operate in a modern, data-enabled environment. - Led cross-functional transformation initiatives that improved P&L performance and operational discipline. - Partnered with regional leadership to scale digital capability and embed more predictable, structure-driven ways of working.
Led regional e-commerce initiatives and large-scale digital programs across markets.
Managed multi-market digital programs and contributed to regional commercial growth.
Early career role supporting digital operations and cross-team collaboration.