• CRM Campaign Executive

    at Uber

    May 2019 - at Present


    · Managing & executing the CRM strategy for Drivers and Riders across the MENA region covering 7 countries and 17 cities · Channel Shift and re-engagement strategy implemented shifting SMS reliant partner-drivers to in-app messaging & email reducing month-on-month costs across the MENA region · Working with the EMEA head office in Amsterdam to implement all global campaigns and communications, while adapting as per the region’s needs and maintaining the brand’s guidelines · Plan and develop regional CRM campaigns, and ensure they are customized to each target audience, while using A/B testing results to improve upcoming campaigns and KPI’s (e.g. open rate, click through rate) · Manage & track the CRM budget as well as raise PO’s and manage payment to all our suppliers · Currently working on communicating the new driver-partner loyalty program in the region to our partner drivers through e-mail, SMS, and in-app messaging

  • CRM Executive

    at Sephora Midde East

    July 2015 - March 2019


    Plan, coordinate & execute the yearly communication calendar for Sephora’s loyalty program including email & SMS, instore collateral, & gift development across 5 countries Develop strategies to increase the number of recruited customers, as well as reactivate inactive members, & upgrade existing members to the next status through targeted communications Monitor & analyze campaign results to ensure better engagement & response Lead all CRM aspects in relation to e-commerce, such as optimizing customer experience on the website, managing & coordinating all e-commerce related communication & loyalty activations, & ensuring a 360 experience for members online & instore Worked closely with the head office in France to completely rebrand the loyalty program from “Sephora Card Program” to “Sephora Beauty Pass”, keeping in line with the company’s card-less strategy Aided in the implementation of Sephora’s Loyalty Program in UAE, KSA, Qatar, & Bahrain & subsequent roll out across Kuwait

  • Loyalty Officer

    at National Bank of Abu Dhabi

    October 2013 - July 2015

    Abū Z̧aby

    · Building merchant alliances by approaching and recruiting merchants to participate in NBAD’s loyalty program which includes tactical offers and easy payment plans · Developing and executing campaigns with the aim of increasing spend and loyalty of cardholders · Coordinating with the advertising agency to ensure that all communications are delivered on time and in terms with NBAD’s guidelines · Supporting and executing the development and implementation of marketing campaigns and promotional activities · Overseeing the development and implementation of the marketing plan and associated activities · Develop and manage promotional activities, marketing channels and the production of marketing materials for specific events. · Conducting research and seek to develop new opportunities within key target markets



    at American University of Dubai

    2008 - 2012 (4 years) Dubayy


  • Arabic Native

  • English Native