Tap Payments helps startups, fintechs and businesses of all types throughout the MENA region accept all local, regional and global payment methods on their website or mobile app.

Emaar Group, a renowned global brand, has been pivotal in creating and managing iconic landmarks. These include the Burj Khalifa, the world's tallest building; the Dubai Mall, the largest mall globally; and the Dubai Opera. Additionally, Emaar has driven the transformation of Dubai through the development of several master plans, including Dubai Hills, Downtown Dubai, Dubai Marina, and Arabian Ranches.Key Responsibilities and Accomplishments\Leadership Role: Led digital and performance marketing initiatives, reporting to the Group CMO for Emaar, the largest real estate developer outside China.Group Performance Marketing: Managed digital and performance marketing across Emaar's portfolio, including real estate, hospitality, entertainment, and the U by Emaar loyalty program app.Customer Acquisition: Directed customer acquisition strategy across digital channels for Emaar Hotels (Address & Vida), Real Estate Projects, Entertainment (Dubai Opera, Reels Cinema), and the U by Emaar app.Campaign Management: Conducted research, planning, and project management for all customer acquisition campaigns, collaborating with external agencies and media partners for effective execution.Social Media Optimization: Optimized and consolidated over 100 social media accounts, setting up social media listening and monitoring for real-time insights and reputation management.ROI Enhancement: Increased return on digital marketing spend by 27 times through data-driven insights.

DAMAC Group is a global powerhouse with significant contributions across diverse sectors such as real estate, hotels, fashion, and hospitality.Key Responsibilities and AccomplishmentsDTC Marketing: Developed a direct-to-consumer digital channel, significantly enhancing online customer acquisition.Digital ROI: Achieved a 26x increase in return on digital marketing spend, boosting profitability.Global Campaigns: Planned and activated global customer acquisition campaigns, managing teams and partners for seamless execution.Performance Marketing: Optimized performance marketing campaigns in the MENA region, significantly improving ROI and customer acquisition.Digital Optimization: Enhanced customer experiences and conversion rates through continuous optimization of digital campaigns.Analytics: Implemented advanced analytics tools to track and optimize marketing performance, providing data-driven insights.Budget Management: Managed multimillion-dollar digital marketing budgets, aligning expenditures with business strategy.ImpactCustomer Acquisition: Increased online customer acquisition through a new DTC channel.Profitability: Increased profitability with a 26x return on digital marketing spend.Campaign Performance: Improved ROI and customer acquisition in the MENA region.Conversion Rates: Enhanced conversion rates through digital optimization.Awards & RecognitionBest Google Search Campaign MENA: Awarded for the best Google search campaign in the MENA region.Meta Case Study: Selected by Meta as a best-in-class case study for customer acquisition campaigns.

I served as the Head of Marketing for Realex Payments, a leading Irish technology startup, which was acquired by Global Payments Inc. (NYSE: GPN), an established Fortune 500 company.Key Responsibilities and AccomplishmentsMarketing Communications: Increased brand visibility and customer loyalty through strategic digital and traditional campaigns.Brand Management: Led brand integration project during the Realex and Global Payments merger, ensuring a smooth transition.Product Marketing Strategy: Directed B2B payments product marketing, aligning offerings with market needs and business goals.Go-To-Market Planning: Launched successful go-to-market campaigns for fintech and mobile payment products, including Apple Pay.B2B Events: Organized impactful events that drove business growth and fostered industry relationships.ImpactTransaction Growth: Achieved an $8 billion increase in annual payment transaction volume.Awards & RecognitionBest Campaign in UK: Awarded for Best Campaign in Emerging Technology for our mobile SDK launch and hackathon.

I joined RaboDirect (Startup Division of Rabobank) to lead online customer acquisition and develop customer-centric digital products for the launch of Ireland's first online-only challenger digital bank - RaboDirect. I reported directly to the General Manager and Global CMO, maintaining ownership of all customer-facing digital products, channels, and media.Key Responsibilities and AccomplishmentsMarketing Leadership: Led all aspects of marketing, including brand management, customer acquisition, product management, social media, digital strategy, data analytics, and CRM.Brand Management: Created a consumer-centric brand by establishing a data-driven, cross-functional marketing team and collaborating with support partners such as TBWA.Customer Acquisition: Acquired over 100k customers across various segments including Mutual Funds, On-Demand Savings, and Lending.Market Research: Conducted thorough market research to identify trends and customer needs, guiding product development and optimizing marketing strategies.Sponsorship Management: Increased engagement and loyalty through the strategic management of a three-year international rugby sponsorship (PRO12), spanning four countries, 12 clubs, and 135 games.ImpactCustomer Growth: Acquired over 100k customers across multiple financial segments.Customer Engagement: Enhanced customer retention and brand loyalty through strategic sponsorship management.Market Positioning: Improved market positioning and business performance through data-driven market research.Awards & RecognitionBest Retail Bank: Awarded by KPMG.Internet Visionary of the Year: Recognized by the Internet Association of Ireland.

In my role, I had three core responsibilities:Daily Operations Oversight: As part of my duty, I managed the day-to-day activities of our company that provided a broad range of services from digital consultancy to design solutions, catering to a diverse clientele.Client Relationship Management: I took the lead in nurturing our existing client relationships. By delivering exceptional services and ensuring client satisfaction, I worked to expand these business relationships further.Business Development & Financial Management: I spearheaded the development of new business opportunities, driving growth for our company. Additionally, I took charge of managing the company's Profit & Loss (P&L), a critical role that involved monitoring our financial performance and making strategic decisions to enhance profitability.

In my role, I was entrusted with several responsibilities across different departments:Team Leadership: I led a dynamic team of new media designers proficient in digital animation, 3D modeling, and graphic design. This team was at the forefront of creating visually appealing and engaging content for our digital platforms.Project Management: I ensured the successful delivery of multiple e-learning and online MBA courses. This involved catering to a global client base which included tech giants such as Microsoft, Adobe, and Dell, necessitating careful coordination and top-notch content quality.Innovation Department Contribution: As an extended member of the Product Innovation Department, my responsibilities stretched beyond regular design and management. I was involved in defining best practices and creating new, more efficient business processes to streamline our operations and contribute to product innovation.Post-Acquisition Integration: I played a pivotal role in the seamless integration of creative and digital departments when new businesses were acquired. This involved collaborating closely with different teams, understanding their processes, and creating an integrated and efficient working system.