Profile
Growth strategist and digital transformation operator with 20+ years of experience translating market insights into actionable propositions, building AI-powered systems, and driving measurable adoption outcomes. I sit in a rare position: I can develop the strategy, architect the digital solution, build it, deploy it, and measure its impact without handing off at each stage. At Exscape, a high-growth digital platform, I served as Growth and Customer Experience lead through rapid scaling from zero to 11 million downloads designing proprietary retention frameworks, deploying AI chatbots, building automation stacks, and leading a cross-functional team of 20+ across MENA, Africa, and Pakistan. I have a proven track record of identifying ecosystem opportunities, developing business cases, defining KPIs, and working across product, commercial, and digital teams to deliver end-to-end. I also teach marketing strategy and branding at Berklee College of Music, Abu Dhabi which means I can translate complex frameworks into clear direction for any audience. Entrepreneurial mindset, corporate-ready execution.
Speaking, Media & Industry Recognition
- Keynote and panel speaker at UAE investor and creator events including a 1,500-person investor summit
- Moderator at Creator Economy symposiums facilitating senior discussions on digital growth and monetisation
- Featured guest on Dubai TV (×2) speaking on AI tools, digital platforms, and creator marketing strategy
- Recognised thought leader in digital marketing and the creator economy across the MENA region
Core Competencies
Growth Strategy & Proposition Dev
Translating market insights into actionable commercial propositions and market-entry strategies.
Market Analysis & Competitive Intel
Identifying ecosystem opportunities and tracking competitive landscapes to inform strategic decisions.
Business Case Development
Building robust financial and strategic cases for new digital initiatives and platform expansion.
KPI Design, Tracking & Reporting
Defining measurable success metrics and implementing automated reporting cycles for real-time tracking.
Digital Product & Service Adoption
Driving measurable user growth and engagement through data-informed product roadmaps.
Go-to-Market Planning
Designing and executing end-to-end launch strategies for complex digital products in multi-market environments.
AI Systems Design & Deployment
Architecting internal and customer-facing AI solutions to improve operational efficiency and retention.
CRM & Lifecycle Automation
Building automation stacks to manage the full customer journey from acquisition to advocacy.
Stakeholder & Partner Management
Leading senior discussions and facilitating partnerships across creator, corporate, and investor ecosystems.
Customer Experience Design
Crafting unified CX frameworks that balance technical efficiency with high-quality user engagement.
Cross-functional Team Leadership
Managing multi-territory teams of 20+ specialists across product, commercial, and digital operations.
Content & MarComm Strategy
Developing high-impact communications that resonate across corporate and creator audiences.
AI, Digital & Technology Capabilities
AI Chatbot Design, Build & Deployment
Constructing conversational agents that resolve user issues and reduce manual support overhead.
Marketing & CRM Automation (n8n, Make, GHL)
Engineering automated workflows to streamline lead management and user lifecycle operations.
Vibe Coding Custom Apps & Tools
Developing bespoke internal applications to solve specific operational bottlenecks from scratch.
Prompt Engineering & AI Agent Architecture
Designing specialised AI agents to automate complex research, reporting, and operational tasks.
Push Notification & Retention Frameworks
Designing behaviour-based notification strategies that significantly increase daily active usage.
AI Literacy Training for Senior Leadership
Translating emerging AI trends into actionable strategic roadmaps for C-suite executives.
Performance Tracking & Pixel Implementation
Ensuring technical tracking accuracy to provide reliable data for growth experiments.
Landing Page, Website & Funnel Build
Constructing high-conversion digital assets that align with acquisition and brand strategies.
Career History
Roadside rescue operation handling approximately 12,000 jobs per year.
- Engaged on a three-month contract to diagnose and rebuild customer-facing operations across five workstreams
- Built an operational intelligence layer: fleet telematics into a structured data layer, pre-call context screens, and real-time AI call assist via live voice transcription
- Designed and built five custom applications covering operational reporting, inventory visibility, fleet maintenance, and contractor payments
- Built a contractor statements platform used by 21 contractors: authenticated sign-in, fortnightly work and bonus itemisation, PDF generation, and write-back to the operational data layer
- Delivered live operational dashboards over repair, stock, and fleet data, including an AI assistant grounded in the same figures, with secure serverless architecture keeping API credentials off the client
- Designed three additional revenue streams, from commercial model through to implementation plan
- Delivered end to end: diagnosis, workflow design, build, and deployment
Digital rewards and marketplace platform operating across MENA, Africa, and Pakistan.
- Led cross-department, cross-territory team of 20+ to deliver a unified customer experience across all active markets
- Built a complete in-house operating system for the company marketplace, centralising a three-country, three-spreadsheet process into a single seven-stage automated workflow, cutting finance clearance and customer response times from 30 days to 7 days
- Designed and built a Customer Service OS standardising how member issues are captured, routed, and resolved across all active markets
- Designed and handed over Ask Exy a customer-facing AI chatbot built to resolve member issues, reduce support load, and improve retention outcomes, delivered to the Product department for deployment
- Vibe-coded a price scraper that reduced manual team workload from 20 hours to 5 hours per week, freeing capacity for strategic priorities
- Applied behavioural marketing frameworks, AI-assisted tooling, and lifecycle design principles across the full customer journey to reduce churn and increase lifetime value
- Managed prize fulfilment operations averaging AED 338,000 per month across all active markets
- Strategic growth adviser to the CMO shaping proposition strategy, automation architecture, and KPI frameworks across the business
- Designed and built a proprietary Push Notifications Framework combining behavioural theory with AI-driven personalisation driving retention, daily active usage, and platform revenue
- Created the company social media SOP and content strategy, establishing consistent standards across all active markets
- Developed and monitored KPIs tracking customer adoption, engagement, and utilisation feeding directly into strategic planning cycles
- Built and deployed AI automation systems across the full marketing stack email, push, content pipelines, and reporting
- Designed and delivered AI literacy and digital transformation training for senior management, embedding new capabilities organisation-wide
- Collaborated with Head of Product on integrated growth roadmaps applying AARRR and lifecycle frameworks across multiple markets
- Contributed to platform growth from launch to 11 million downloads within the first year through data-informed proposition strategy
- Established Exscape's media presence and partnership strategy across MENA entertainment and music sectors
- Led music licensing strategy and content ecosystem development before the division was strategically reprioritised
Full-service agency artist marketing and management alongside Gossip Guru, a corporate MarComm division (2022–2025).
Gossip Guru Corporate MarComm Division (2022–2025)
- Delivered end-to-end marketing communications for Omniyat, Dubai Opera, Nifty Souk, Exscape, Dreamscript, M Premier, BE Creative, AudioSwim, CanCan, and Dandelion
- Full-service delivery: content strategy, copywriting, media relations, press monitoring, experiential campaigns, brand strategy, press releases, and press kits
Ma'ana Music Artist Marketing & Growth
- Executed 200+ full-funnel marketing campaigns across MENA social, email, streaming, PR, content, and paid with full ownership from brief to reporting
- Preferred PR and content partner to Universal Music MENA and Sony Music Middle East; platform strategy partner to Apple Music, Spotify, and Anghami
- Founded and scaled The Profitable Musician (TPM) coaching brand marketing education, content strategy, email automation, and brand building for independent musicians
- Maintained a curated media network of 500+ outlets across MENA and international markets
360-degree events and brand activation agency, Dubai.
- Led proposition development and pitching for Fortune 500 clients across MENA Emaar, Etisalat, Dubai Tourism, Air Arabia, Lamborghini, Expo 2020
- Managed ATL, TTL, and BTL integrated campaign execution from brief through delivery
- Designed and implemented inbound and outbound go-to-market strategies in collaboration with the CEO
360-degree events agency, Dubai.
- Contributed to business growth from AED 7 million to AED 20 million in three years through strategic market development
- Secured major campaigns for Dubai Sports Council, Etisalat, Standard Chartered, MAF, Emirates NBD, Red Bull, and DEWA
- Designed and executed go-to-market strategies; delivered presentations to C-suite decision makers
Teaching
Teaches marketing theory, brand strategy, and applied marketing frameworks to creative entrepreneurs. Curriculum covers full-funnel marketing, content strategy, digital platforms, branding, and business development demonstrating the ability to translate complex strategic concepts into actionable frameworks for non-specialist audiences.
Education & Qualifications
MSc Performance Coaching Stirling University, Scotland
2018 – 2020
A Levels: Art, French West Kent College, UK
1991 – 1993
GCSEs Tonbridge School, Kent, UK
1988 – 1991
ICCA Global Level 3 High Performance Cricket Coach
2017