Description

With 15+ years of experience in digital strategy and ecommerce leadership, I help retailers and luxury brands unlock scalable growth across MENA markets — from UAE to KSA and beyond.

I specialize in delivering end-to-end digital solutions, including ecommerce platform strategy, team capability assessments, conversion rate optimization, and tech/vendor management. My recent engagements include acting as interim Head of Product for a leading Saudi retailer, overseeing a full tech stack migration (Bloomreach >Klevu), optimizing mobile UI, and aligning CX with sales performance

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Lazurde Jewellery
GROUP HEAD OF DIGITAL & OMNI-CHANNEL
June 2022 - Today (4 years)
Riyadh Saudi Arabia
• Reporting to CEO, defined and executed the company's digital transformation strategy, aligning digital initiatives with overall business goals.
• Directed best-in-class website technical structure, UI/UX, content, information architecture, branding/marketing, performance, and functionality.
• Owned digital P&L ensuring digital channels contributed significantly to revenue growth and customer acquisition.
• Implemented AI and ML powered marketing automation, leading to 30% increase in engagement and 20% uplift in customer retention.
• Led cross functional collaboration with IT, marketing, and Sales to ensure digital strategies supported omnichannel growth.
• Led, mentored, and developed a team of e-commerce professionals across multiple regions fostering a culture of innovation and data-driven decision-making.
Leem & Aura Living
HEAD OF DIGITAL
January 2020 - May 2022 (2 years and 4 months)
Riyadh Saudi Arabia
• Partnered with Founder and led digital strategy and execution for a Saudi-owned retail business, overseeing P&L across fashion and home furnishing brands, achieving over 100% yearly sales growth.
• Launched a women's fashion brand online, overseeing the end-to-end eCommerce launch, including digital marketing, customer acquisition, and on-site optimization.
• Developed and implemented a 5-year growth plan in partnership with the Founder, covering sales, marketing, organizational structure, and technology requirements to support sustainable growth.
al futtaim
GENERAL MANAGER -E-commerce Operations
June 2015 - April 2019 (3 years and 10 months)
Dubai - United Arab Emirates
• Developed and delivered digital strategies for prestigious retail brands (e.g., M&S, IKEA, Zara) across the Middle East and Southeast Asia, achieving revenue targets and optimizing the customer experience.
• Led initiatives to improve customer acquisition, marketing, UI/UX, and technology integration, driving eCommerce growth across multiple markets.
• Functioned as a digital expert for the division on emerging trends and innovation, representing retail division in group level programmes for Supply Chain transformation and IT, in doing so, leading, and developing new operating models, business processes frameworks and technology to support transformation agenda.