Noora BaRass

Operations Excellence and Customer Experience leader with a decade of cross-functional work at Careem, one of the largest ride-hailing platforms in KSA, serving an average of 100K monthly-drivers, 3M monthly-trips marketplace across ride-hailing, Taxi, and on-demand delivery. Worked across every function (Operations, Care, Product, Engineering, Safety, and Payments) to turn field problems into lasting platform-level fixes. Drawn to high-growth environments, startup or scaling, where building and improving are still the priority.

Operations Manager at Careem (2025-03 – 2025-08)

• Formalized the Care and Operations escalation and policy framework, improving decision clarity for frontline teams and reducing dependency on repeated leadership approvals.
• Built a structured incident and outage response model covering impact quantification, driver communication flows, and real-time cross-functional mobilization during service disruptions.
• Led Contact Rate (escalations) improvement work by separating structural issues from one-off incidents, contributing to a 0.25 percentage-point reduction in Q1 2025 versus the 2024 average.
• Led an AI-powered NPS categorization model to replace manual tagging, improve insight speed, cutting analysis time and sharpening experience insights across all service drivers.

Senior Supply Lead at Careem (2022-02 – 2025-03)

Scaled operational ownership across KSA and Bahrain. Led a team of 5 to deliver consistent quality and experience standards, partnering with Care, Operations, Product, Engineering, Safety, Integrity, and Payments to improve quality, compliance, and service reliability across both markets.

• Rethought the quality enforcement model: replaced time-based blocking with targeted online retraining (EduMe) linked to specific complaint types, cutting new-driver Low Rated Trips by 50% in 2024 and bringing the overall Low Rated Trip rate to a record low of 1.20%.
• Improved driver compliance from 45% to 70% by redesigning how standards were communicated, measured, and enforced through targeted education, clearer corrective actions, and stronger follow-up controls.
• Owned Experience performance diagnostics across Contact Rate, NPS, and rating data, identifying recurring friction points and translating insights into policy, Care, Product, and Operations interventions.
• Strengthened platform integrity by detecting recurring fraud and earnings-discrepancy patterns, then partnering with Product, Engineering, Safety, Integrity, and Payments to close systemic gaps and improve driver trust.
• Improved pickup reliability by leading the mapping and optimization of 50K+ critical locations across Hajj zones, airports, malls, hospitals, and high-density areas in KSA.

Supply Lead (Analyst & Experience) at Careem (2020-02 – 2022-02)

Served as part of Careem KSA's newly formed Experience team across Ride-Hailing, Taxi, and On-Demand Delivery, building workflows, analysis routines, and quality-tracking mechanisms for recurring service issues.

• Helped in shaped the collaboration model between Operations and Care in KSA, establishing the first structured approach to shared escalations, policies, and service quality standards across both teams.
• Designed foundational operational policies for On-Demand Delivery in KSA, creating practical frameworks for food and goods delivery where limited local playbooks existed.
• Identified recurring fraud and policy-abuse patterns across Ride-Hailing and On-Demand Delivery, translating findings into product-fix recommendations and targeted driver communications to reduce recurrence.

PMO & Data Analysis Lead at Careem (2019-09 – 2020-02)

• Built leadership reporting dashboards in Tableau covering driver and customer retention, revenue, active users, and churn, creating a consistent weekly and monthly performance review rhythm.
• Designed SQL-based self-serve reporting tools for city operations teams, reducing analyst dependency and enabling faster market-level decision-making.

Central Quality Associate at Careem (2018-07 – 2019-09)

• Improved service quality controls by identifying recurring failure patterns, closing root-cause gaps, and redesigning corrective processes to reduce repeat issues.
• Owned end-to-end Transport General Authority complaint handling and regulatory audit follow-up, coordinating across teams to ensure resolution within 24 to 48 hours.

Customer Service Executive at Careem (2015-10 – 2018-07)

• Managed bilingual customer and captain support across Zendesk, phone, and social channels, handling escalations, service recovery, and SLA-based issue resolution.

Customer Service Agent at DMS-MENA / Raneen (2012-09 – 2013-10)

BBA in Business Administration – European International University - Paris (Official) (2025)

Bachelor of Science in Artificial Intelligence – Masar University (2029)