HomeIQ is the the Middle East first e-commerce smart home/IoT enterprise established to leverage the disruptive impact of IoT on established smart home industry business models. The platform utilises automation and algorithms to deliver an integrated, cost effective and customised smart devices with responsive technical support. Responsible for devising business plan, strategic boundaries, management of P&L and financial targets, operational structures, budgeting and forecasting, channel and segmentation variables and establishing supply chain, product and pricing strategies in addition to UX, web architecture, payment gateway & CRM integration. First company in the Middle East to be accredited as a certified Google Nest installer.Successfully sold entity to group of private investors.

Drove entire marketing, customer analytics and CRM functions for the group’s multi-billion asset management portfolio - 20,000+ residential units, 1.2 million sq. ft of retail and 650,000 sq. ft of commercial space. Maintained full occupancy of both residential and commercial portfolios.Responsibilities included CX strategy roadmap, vision & analytics, creation of CRM department, customer experience index across various asset classes and channels. Retail marketing of 3 salient retail destinations including tendering of multi-million outdoor retail advertising contracts. Residential marketing function across 5 master planned communities. Performance marketing, establishing lead metrics, econometrics model to track ROI of marketing investment. Strategy and corporate restructuring framework to transition leasing entity to the Asset Management realm.

Property development arm of Qatar Foundation tasked with regenerating Doha’s historical downtown in addition to creating new transformative developments to aid the enablement of the foundation’s vision. Led a 30+ strong team across marketing, sales and CRM functions managing the overall marketing, brand and communication strategies across all product portfolios including creation of new vision, mission, values and brand prints.Responsible for the Sales and leasing strategy for the company’s signature $6 billion downtown LEED certified project across retail, residential and commercial product portfolios. Serve on the Design Review Board tasked with the approval of all projects. Leading negotiations with retail and commercial anchor tenants. Segmentation, consumer profiling and market sizing research studies to ascertain demand and supply drivers, consumer usage and attitudes.Established the organisation amongst the top 3 nationally on targeted brand attributes and increased spontaneous brand awareness by 218%. Increased Social Media presence to #1 amongst regional real estate developers.

(Additional Role)Dubai Industrial City, Dubai’s largest non-free zone industrial zone spread across 560 million square feet, comprising industrial clusters in addition to logistics, warehousing, workers accommodation, commercial, residential components. Restructured B2B sales department at Dubai Industrial City and managed transition and integration with TECOM’s internal processes. Set sales and revenue targets, established lease policies and procedural systems, developed and implemented sales commission structure, forecasting and reporting tools, oversaw automation of inventory. Creation of dedicated customer service department including process mapping, capacity planning, setting SLAs, training and measurement and rewards policies.Exceeded sales revenue targets despite challenging market conditions and budgetary constraints.

(Additional Role) Tasked with overseeing the corporate marketing strategy for the holding group and related entities. Managed pivoting of entities’ new marketing strategy post downturn in line with new market realities. Instigated departmental restructuring, brand governance and new budget approval processes.

Property development arm of Tatweer Group, a large diversified development company and a vertical of Dubai Holding. Responsible for marketing, product development, determining usage, unit mix and pricing strategies for 10+ new real estate developments including Dubai’s first mid-income residential master planned community. Retention Marketing; devised specific customer retention and communication programmes post market downturn to minimise defaults (kept to below 10%), since adopted as industry standardsEnvisioned, project managed and launched Dubai’s highest selling residential community (over 6,000 units sold in 3 months)

Developed overall strategy for the sales and marketing launch of over 20 Dubai based residential developments (95% sell out rate on day of launch) Planning, brand development and media launch of over 15 international Emaar projects including the world's biggest real estate project - King Abdullah Economic City.Environmental Design: conceptualisation of customer journeys and branding templates for standard leasing centres.Developed on-line registration process for sales launches, since adopted as industry standard.

Led, devised and implement country-specific marketing strategies across all regional markets (GCC, Levant and North Africa. Develop direct marketing function across offline and online mediums.Devised new retail channels, creative development and standardisation of all retail outlet interfaces.Identified synergies with potential regional partners and entities. Negotiated and conceptualised all promotions, marketing initiatives and alliances.