About
On the record
As a customer-obsessed CRM and Digital Growth leader, I’ve spent the past 12+ years helping some of the Middle East’s most iconic retail and e-commerce brands turn customer data into competitive advantage. Currently leading CRM, Loyalty & Analytics at Azadea Group, I drive strategic initiatives across a portfolio of global brands like adidas, Virgin Megastore, and Decathlon. My work combines marketing automation, analytics, and customer experience—resulting in real, measurable business impact: 60%+ CAC reduction 300% growth in loyalty program revenue 38% of total business now driven by CRM journeys +40 NPS points through automated feedback loops I specialize in: • Crafting omnichannel strategies that engage customers across eCom, in-store, email, WhatsApp, SMS, push, and more • Building retention and loyalty frameworks powered by micro-segmentation, RFM models, and lifecycle automation • Creating and scaling high-performing teams and CRM departments from the ground up • Using tools like Salesforce, Oracle Responsys, MoEngage, Insider, and Como to orchestrate seamless, data-driven journeys From growing ELITE customer segments at Landmark Group to launching fully automated CX surveys and BI dashboards at Azadea, I’ve repeatedly proven that when CRM is done right, it drives serious growth. I thrive at the intersection of strategy, data, and creativity, and I bring the mindset to scale loyalty, analytics, and digital engagement across markets.
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