Regional growth work with commercial outcomes attached.
13+ years across automotive, real estate, FMCG, and consumer technology in 12 Middle East markets. Every case study below shows the business problem, the decision made, and the measured result.
Aldar Estates
Generative AI & Automation
EDM Gate: Bilingual Resident Notice Pipeline
Designed and built an AI pipeline for Asteco community management that turns one structured brief into a resident notice in English and Arabic. A seven-stage flow has Claude write and refine the copy while GPT-4o independently audits every fact against the form, then returns the SFMC email, the A4 PDF, and the broadcast JPG ready to send. The system never states a fact that was not in the brief.
Generative AI & Automation
Reply Tool: The Locked Draft
Built an AI reply writer for community managers answering residents one to one, where the draft cannot be copied out of the tool until every promise inside it has been read back and confirmed. Claude drafts and sets the voice, GPT-4o checks the promises, and the approval gate itself is pure code: it runs in the browser, again on the server, and replaces the clipboard contents if anyone tries to Ctrl+C past it. The model writes the prose and never supplies a fact.
Generative AI & Localization
Arabic Translation Portal: Source-Grounded English to Arabic
Designed and built an AI translation workspace for Asteco corporate communications that turns English copy into Modern Standard Arabic while holding the approved terminology and tone. The English source is the only source of facts; approved bilingual examples shape style but never leak content. A second AI pass audits each draft for missing meaning, number and date mismatches, and terminology drift, then exports an RTL or bilingual Word document with per-request cost shown live.
CRM & Marketing Automation
Salesforce Marketing Cloud Implementation
Led end-to-end project management of a Salesforce Marketing Cloud rollout across three business units (Asteco, Colliers, and Aldar Experiences), consolidating fragmented tools into one governed system for email and WhatsApp. Built the governance framework, sender infrastructure, IP warming strategy, a library of 140+ pre-approved EDMs, and the training programme from discovery through deployment.
Performance Marketing
Brokerage Lead Generation Transformation
Audited 70+ brokerage campaigns and diagnosed the structural causes of rising Cost Per Lead. Built a full-funnel performance marketing framework covering audience architecture, CPL benchmarking by market tier, and a sales-marketing feedback loop that reduced CPL by over 54%.
OOH & Commercialization
OOH Revenue Strategy for Managed Properties
Led the end-to-end commercial process to bring OOH vendors into managed properties, covering opportunity scoping, RFP development, vendor engagement, site visits, and submission evaluation for both digital and static formats.
BMW Group
Performance & Analytics
Marketing Attribution and Lead Performance Framework
Built the integration connecting paid media source data across Enquiry Manager and the Keyloop Autoline dealer system, creating full-funnel visibility from channel to invoiced vehicle sale. Turned budget decisions from upper-funnel counts into real sales outcomes.
Strategy & Planning
From Media Spend to Commercial Performance
Ran a full performance audit of BMW's USD 2.2M annual SEM program across 12 Middle East markets. Found that 88% of value came from two markets. Reallocated investment based on cost per sale rather than lead volume, reducing spend to USD 1.2M and securing USD 1M in annual savings while maintaining lead generation.
Digital Transformation
BMW Digital Transformation Initiatives
Led four customer-facing digital initiatives across BMW Middle East from business case to rollout: a finance calculator, a recall lookup tool, a keyless test drive platform piloted in Jordan and Dubai, and Product Genius, a retrieval-augmented AI support concept built on AWS in Q1 2023. The test drive platform and AI MVP both validated their concepts but were not funded past pilot once importers and central declined the running costs.
Partnerships & Sponsorship
BMW x Nigma Galaxy
Identified the esports opportunity, built the business case, and led the partnership with Nigma Galaxy to give BMW credible Gen Z relevance beyond traditional automotive channels. The always-on partnership delivered 12.5x earned media return and more than 10M organic views from the art car activation.
Product & Digital
BMW Digital M Card and Owner Ecosystem Strategy
Designed a digital membership for BMW M owners to rebuild engagement that drops sharply after purchase, structured around four pillars covering community, lifestyle, performance parts, and vehicle care with member discounts of 10% to 20%. The full ecosystem, including the CRM dashboard, digital card, and partner framework, was built and validated but awaited importer adoption to launch.
Product Launch
BMW XM Launch Strategy
Built the pre-launch digital experience for the BMW XM, including a countdown teaser, lead capture, and pre-order journey. Developed the first-edition ownership ecosystem including a utility NFT concept, a limited-edition keychain, and curated luxury experiences for the first ten owners.
Performance & Analytics
BMW Creative Performance Intelligence Framework
Built a centralized creative performance intelligence framework for BMW Group Middle East. Classified assets across six strategic themes and connected creative-level performance data to content strategy and budget decisions, replacing subjective feedback with evidence-based creative evaluation.
Product & Digital
My BMW App and ConnectedDrive Adoption Strategy
Built an education-first adoption strategy for the My BMW App and ConnectedDrive after launch revealed low feature awareness, partnering with automotive creator ArabGT on six Arabic-first feature videos distributed across CRM and social. The programme drove a 5% month-over-month increase in app downloads and a 7% increase in monthly active users.
Internal Communications
Employee Engagement and Employer Branding Initiatives
Designed and executed four employee storytelling initiatives in partnership with HR: Arabic Language Day, Cultural Diversity Day, the FutureMe internship programme, and the Dubai Fitness Challenge. Turned employees into brand advocates and strengthened BMW Group Middle East's employer brand.
Hardee's
Brand & Campaign
Hardee's 40th Anniversary
Repositioned the Hardee's 40th Anniversary for Gen Z using a 1981 versus Today creative framework spanning broadcast, OOH, and social. Ran influencer partnerships with two of the region's most followed creators and a TikTok competition where the most-viewed video won a year of free meals, coordinating a multi-agency ecosystem across creative, media, and production.
CRM & Retention
CRM and Customer Retention Strategy
Developed a behavioral CRM and retention strategy to convert app downloads into active, recurring customers. Built four lifecycle segments (Weekly Active, Frequent Buyers, Low Frequency, and Dormant), each with tailored offers delivered across SMS, push notification, and email.
Partnerships & Campaign
Hardee's x Riot Games
Conceived and negotiated the Arcane x Hardee's partnership with Riot Games to reach Gen Z through gaming culture after a regional rebrand, executing across retail, a custom meal bundle, influencers, and CRM. It delivered the brand's highest CRM performance outside of discount-led campaigns and achieved 12 PSDs, proving culture-first activations can drive sales without margin sacrifice.
Agency Experience
Client portfolio across Starcom and Mindshare, 2013 to 2021
2018 – 2021
2013 – 2018
