MY BACKGROUND

Professional Profile

With over a decade of experience spanning strategy, analytics, marketing and operations, I’ve helped organizations grow by building the systems, insights, and processes needed to scale with clarity. My work sits at the intersection of data-driven decision-making, process design, customer experience, and cross-functional leadership — often within complex, fast-moving environments.

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In the premium K–12 education sector, I am part of the senior team at Meraki Group that grew a single school with 200 students into a network of three institutions serving over 5,000 students across Dubai and Singapore. I led initiatives in enrolment forecasting, pricing strategy, customer journey design, and marketing performance optimization. I also pioneered the use of CRM systems in Dubai’s K–12 space as early as 2015, later overseeing multi-school migrations that reduced system costs by 66% and enabled advanced automation across admissions and marketing. These efforts contributed to a 69% reduction in cost per acquisition and significant improvements in engagement and operational efficiency.

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Earlier in my career, I worked in the real estate sector, supporting large-scale residential development and product strategy. At Sobha Group, I managed the release of over 600 villas and contributed to projects generating more than AED 7 billion in sales. My focus included CRM and inventory operations, pricing, sales enablement, and the application of analytical techniques to guide master planning, feasibility analysis, and customer segmentation.

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Across sectors, my approach is rooted in structured execution — combining strategic clarity with operational detail to deliver sustainable, measurable outcomes.