Change Leader & Project Lead in
Digital Transformation / Customer Centricity / Governance Design /
BPM / Strategy /
Digital Marketing / Customer Loyalty 

Featured experience

• Support government and private sector organizations with digital transformation programs from a customer-centric perspective: 

  • In 2023, designed, planned, and successfully managed a digital transformation program including 5 government sector plans and 5 digital product ecosystem plans for a KSA-based governmental agency.

• Enhance customer experience journeys and business processes while developing a customer-centric culture: 

  • In 2020/22, designed and delivered fully-fledged digital CX/UX/BP assessments, business cases, and short-term implementation programs for multiple KSA-based governmental agencies.

• Articulate and deliver tailored customer-centric change roadmaps for retailers and financials:

  • In 2019/2020, delivered customer-centric change roadmaps for a Dubai-based bank and a Riyadh-based financial governmental agency.

• Assess, design, and deliver (digital) brand journey assessments: 

  • Conducted various 360° digital consumer journey reviews for a UAE-based insurance company, the finance sector in Bahrain, and a Netherlands-based retail chain.

• Design, implement, and evaluate governance operating frameworks and articulation of policies, customer journeys, and business processes in line with TQM principles: 

  • Worked for governmental sectors, finance, and global airlines.

• Provide strategic and tactical advisory regarding the design and scalable application of Customer Data Platforms enhancing customer insight and predictive analytics for significant gains in customer journey management: 

  • Designed, implemented, and managed a CX & BP platform for a Riyadh-based multi-divisional professional services company.

• Provide knowledge transfer and skills development mentorship in the fields of digital marketing, customer engagement, and customer loyalty optimization:

  • Held various leadership roles in multiple multinational, regional, and local organizations in Europe and Asia.

• Convert marketing strategy focus from offline to digital: 

  • Achieved an efficiency increase of +35% and an e-commerce revenue growth of 85% to USD 450Mn in an 18-month time frame for a global airline.

• Enhance the customer experience throughout each of the brand journeys which resulted in significant growth of brand advocacy:

  • Designed and established a social media platform in the Netherlands (Paas) and an e-commerce platform in Germany.

• Reposition global loyalty programs by means of a complete redesign of the CX for each stage of the customer life cycle:

  • Repositioned frequent flyer/loyalty program for two global airlines.

• Initiate disruptive platforms covering sectorial digital ecosystems: 

  • In 2017/18, developed Dhiafa.com and StayXtra; conducted the holistic market assessment, developed the business concept, operating model, and 5-year business plan of a disruptive hospitality platform tapping into unserved needs of consumers and real estate/hospitality operators in KSA, GCC, and Asia.