Riyadh, Saudi Arabia
20+ years driving revenue growth and business expansion across GCC, EMEA, and international markets, spanning tourism destination development, CX transformation, event commercialisation, and national-scale strategic planning. Leads large teams and multi-million-SAR P&Ls, with a track record of double-digit growth and NPS improvement through enterprise-wide CX frameworks, redesigned service journeys, and loyalty programme launches. Proven in executing market-specific campaigns to raise Saudi Arabia's international tourism profile and orchestrating cross-government programmes that align public and private sector partners to deliver large-scale transformation outcomes. 𝐂𝐚𝐫𝐞𝐞𝐫 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭𝐬: - PRODUCT PORTFOLIO DEVELOPMENT Drove Saudi Arabia's emergence as the fastest-growing tourism destination and increased visitor numbers from 16M (2022) to 27M (2025) by spearheading the development and global commercialisation of a diversified leisure tourism product portfolio in liaison with government/private stakeholders and international partners. - CUSTOMER CENTRIC TRANSFORMATION Led digital transformation of 138 municipal services within 4 months while aligning 97 services with near real-time SLAs, achieving 50% growth in digital transactions, and driving 90% CSAT by leading a 24-member team and overseeing agile redesign for integration into Abu Dhabi's TAMM platform under the Ghadan 21 initiative. - REVENUE GROWTH Drove 10% revenue growth across newly launched segmented telecom offerings and achieved 30% adoption of a high-value customer loyalty programme with 75% satisfaction, by stepping in as Acting Director to oversee operations, launch targeted promotions and develop a junior team to scale portfolio performance. - LOYALTY PROGRAMME OVERSIGHT Led successful planning and launch of telecom loyalty programme that attracted 9M subscribers in six months with 29% engagement and under 2% complaints, while managing cross-functional stakeholders, including C-suite and technology partners. - CUSTOMER JOURNEY REDESIGN Reduced tourism event licensing timelines to 3 days and improved ease of doing events business in Abu Dhabi by redesigning a 30+ step, multi-entity customer journey and eliminating process inefficiencies. - CX TRANSFORMATION Established a group-wide customer experience transformation that drove double-digit growth across business units by defining customer personas, redesigning journeys, and embedding a voice of customer programme to operationalise a customer-first culture across Majid Al Futtaim.
Ensured business continuity of the Experience Development Centre of Excellence by overseeing operational plan execution and coordinating cross-functional initiatives with senior leadership to align delivery with strategic priorities. Ensured executive governance and accountability by reporting progress to the Board (including the Minister of Tourism) and delivering monthly updates to the CEO. • Team Leadership & Coaching. Managed a SAR 150M P&L and led a 192-member workforce (including 45 direct reports and 150 outsourced tourism contact centre staff) to drive large-scale tourism operations and service delivery. • Esports Tourism Package Development. Directed the launch of the first Esports World Cup tourism packages with the Esports Federation and private sector to create/commercialise new tourism offerings that expand event-driven tourism. • Go-to-Market Planning. Played a key role in uncovering the Chinese market by co-developing the go-to-market strategy and leading C-suite engagements with public and private stakeholders in China. • Launched the first consumer campaign that drove 10,000 leisure visitors and contributed to a 50% increase in Chinese leisure tourism over three years.
Managed a SAR 10M budget and led a 4-member team to identify and scale Saudi Arabia's tourism product supply while raising market awareness and supporting business development to drive destination consideration, visitor growth, and tourism spend. • International Tourism Promotion. Advocated for Saudi Arabia's tourism offerings at international travel trade shows while increasing awareness and engagement among global trade partners by promoting the destination's product portfolio. • Strategy Formulation. Defined local product strategies and prioritisation areas while collaborating with local authorities, such as DMOs in Aseer, Riyadh, Hail and Madinah. • Tourism Campaign Execution. Facilitated the execution of Saudi Arabia's first international tourism campaign focused on showcasing the destination globally and supporting a 50% increase in visitors compared to pre-COVID levels.
Built/led KPMG UAE's customer experience practice by driving business development, delivering consulting engagements, and producing thought leadership to position the firm as a market leader in customer experience. • Business Growth. Scaled the experience team from 2 to 30 members and contributed to revenue growth from AED 5M to AED 45M over four years by driving business development and expanding delivery capabilities. • Staff Training. Empowered 20+ consultants to advance into middle management roles through training and mentorship. • Government Service Transformation. Improved ease of doing business in the UAE by transforming 140 government services across tourism, municipalities, and transport into customer-centric experiences for the Abu Dhabi government.
Responsibilities : Manage and deliver customer centric engagements and projects in multiple areas across industries, including telecommunications and financial services. Provide business development support and develop / maintain lead generation for key accounts’ growth; team lead responsible for comprehensive client and enterprise solutions within EMEA
Stakeholder Management and Problem Solving
Stakeholder Management and Problem Solving