I am an E-Commerce and Digital Commerce leader with over 22 years of experience delivering profitable online business growth across retail, FMCG, beauty, and luxury brands in the GCC.

My expertise lies in building and scaling e-commerce businesses, owning digital commerce P&L, developing growth strategies, expanding marketplace presence, and driving measurable commercial outcomes through data-driven decision-making.

Over the past several years, I have successfully transformed e-commerce into a major revenue channel by combining commercial strategy with digital marketing, customer experience, CRM, marketplace management, and omnichannel execution.

Some career highlights include:

• Built the entire E-Commerce business for Swiss Arabian Perfumes from the ground up.
• Generated AED 30M+ in annual online revenue, contributing approximately 50% of the company's retail turnover.
• Achieved 10X growth in online sales through owned channels and leading marketplaces including Amazon, Noon, Namshi, and Boutiqaat.
• Managed multi-million AED digital marketing budgets across Google Ads, Meta, Amazon Ads, Programmatic, TikTok, Snapchat, Display, SEO, and emerging AI search optimization (AEO/GEO).
• Launched the "Mashkoor" customer loyalty program, generating AED 2.5M in first-year revenue while building a customer database of more than 180,000 members.
• Developed full-funnel acquisition, conversion, retention, and customer lifetime value strategies that improved profitability and marketing efficiency.

My leadership philosophy combines commercial thinking with digital innovation. I enjoy building high-performing teams, optimizing customer journeys, scaling marketplaces, and using analytics to unlock sustainable business growth.

Core Expertise

• E-Commerce Strategy
• Digital Commerce Leadership
• P&L Ownership
• Revenue Growth
• Omnichannel Retail
• Marketplace Management
• Amazon & Noon
• Shopify & E-Commerce Platforms
• Digital Transformation
• Performance Marketing
• Customer Acquisition
• CRM & Loyalty
• Conversion Rate Optimization (CRO)
• SEO, AEO & GEO
• Data Analytics
• Business Strategy
• Team Leadership
• Agency & Vendor Management

I am always interested in connecting with professionals and organizations looking to accelerate digital commerce growth, customer experience, and commercial performance.