Growth and AI Transformation Lead at Converge Travel and Tourism (2026-03 – Present)
Travel and tourism platform, pre-launch. Reporting to founders. Business, growth and brand strategy, AI product architecture, digital transformation.
- Own business, growth and marketing strategy end to end, covering positioning, go-to-market, customer acquisition, destination strategy, brand, digital experience and customer lifecycle.
- Defined the product architecture for an AI-enabled travel operating system spanning enquiry capture, personalised journey planning, traveller CRM, itinerary management, lifecycle orchestration and post-trip engagement, on Supabase infrastructure.
- Automated 90% of previously manual reporting through AI and analytics workflows, returning operating capacity to commercial decision-making.
- Built agentic AI workflows across content research, campaign planning, social production and customer engagement using Claude Code, n8n and Microsoft Copilot, sustaining output without proportional headcount growth.
- Lead brand and digital transformation from strategy to implementation, aligning customer experience, technology, AI products and digital channels around one commercial strategy.
Growth and Performance Marketing Specialist at Krti (2025-02 – 2026-02)
Fintech: payments, rewards and cashback, zero-to-one. Reporting to CEO. Annual roadmap and launch budget. Cross-functional across product, engineering, sales and merchant partnerships.
- Built the go-to-market, brand and growth foundation from zero, covering positioning, customer proposition, acquisition, activation, conversion, engagement and retention, owning the annual roadmap and launch budget.
- Defined the AI personalisation layer of the payment product with the CTO: a checkout engine recommending the optimal card by live offer value, cashback utilisation prompts and behavioural offer targeting from transaction history.
- Secured and onboarded seven national merchant partners including Boutiqaat, Oula, Shukran and Al-Dawaeiyah, negotiating trade terms and coordinating co-branded launch plans.
- Architected the end-to-end customer journey across acquisition, onboarding, payments, cashback, rewards and retention, working alongside product, engineering and UI/UX on features, screen flows and pre-launch testing.
- Introduced CRM into the growth architecture, selecting MoEngage and designing the lifecycle journeys connecting acquisition through retention.
Digital Marketing Specialist at Fantasy World Toys (2022-11 – 2025-02)
Multi-brand retail and e-commerce: Lego, Barbie. Seven retail stores plus e-commerce. $2M annual marketing budget. $150K+ single-campaign budgets. Internal and agency teams.
- Connected $2M in annual marketing investment to measurable commercial return, reducing CAC 30%, lifting conversion 20% and improving ROI 15% across e-commerce and physical retail.
- Grew website traffic 55%, retail footfall 30% and customer acquisition 25% through integrated omnichannel campaigns across digital, out-of-home and in-store.
- Established organic search as a durable acquisition channel, improving keyword visibility 45% and organic traffic 30% on a $30K annual budget.
- Led cross-functional teams of 30+ across internal, agency and partner functions, covering creative, media, digital and production, against commercial and performance targets.
Digital Marketing Consultant at Cylkom Media (2020-01 – 2022-11)
- Managed 10+ client accounts across performance, search, content and social, delivering an 18% average lift in client ROI.
Social Media Marketing Consultant at Independent (2018-04 – 2020-01)
- Managed 15+ client accounts across F&B, pharmaceutical, media and retail, delivering 30% brand awareness growth and 20% acquisition growth.
Marketing Officer at Sheebani General Trading (2014-02 – 2018-03)
- Conducted market and consumer analysis to drive targeted campaigns, contributing to a 15% increase in qualified leads.
