Where business meets pleasureA few years ago I decided to control my own path by combining my corporate experience and hobbies over the past 15 years. My passion for food, music, renovation, digital marketing and people management finally crossed paths when I opened my own restaurant Dukkah. Dukkah represents all the values that I stand for: creativity, adventure, hospitality, and lots of love. My South Kingsville based restaurant and bar offers comforting, hearty dishes in both authentic and fusion varieties that can be shared with family and friends. This never-ending desire to provide food lovers with a friendly and cozy atmosphere, along with my favourite recipes is the reason why I started Dukkah.Awards: 2019 OpenTable Diner’s Choice Award 2019 Hobsons Bay Shops on Show winner  2020 OpenTable Diner’s Choice Award 2020 Trip Advisor Traveller’s Choice  2020 UberEats Top Rated Eatery2024 Trip Advisor Certificate of Excellence 2024 UberEats Top Rated Eatery Key Achievements  Preparing all council paperwork including planning, health, traffic and building permits Planning and fitting a commercial kitchen that meets all regulation  Designing the concept décor for the entire restaurant inside out Designing a menu, cost control and budgeting, setting up POS  Creating the company digital profile on multiple platforms On-page optimisation and a series of off-page SEO projects Ongoing marketing campaigns on a variety of platforms Staff recruitment and training  Passing council annual health inspection with 100% score Arranging building maintenance and appliance service according to code. Featured in Timeout, Herald Sun, Star weekly to name a few.  Training chefs to gain TRA accreditation in commercial cookery.

Reported to the Chief Executive Officer, my main responsibilities in this role included creating the company digital profile from ground up, developing and implementing different strategies to overcome online competition, as well as reaching out the new acquisitions at minimum cost. Other duties included tracking and evaluation of marketing initiatives, collaborating with web designers, working with the sales and customer support teams and identifying new online marketing opportunities and trends.Key Achievement:  2nd year of operation ended with 300% increase in sales compared to previous year. Designed the online process to become systematic to the business. Reduced TIO complaints by 70% through an effective retention system.  Created TeleChoice’s new slogan “We have you covered” Overhauled company website and launched updated version with best web user experience to increase direct and indirect sales. Planned, managed and implemented numerous online sales campaigns.  Played a key role in managing digital projects such as SEM, lead generation, CPA and CPM based campaigns, affiliate marketing and social media. Implemented an effective sales pipeline and lead tracking process. Liaised with web developers, UX designers and CRM integration team. Managed business partners and affiliates’ compliance with company agreements. Used various analytic tools to assess and deliver best sales results.

This role was based in Victoria and Queensland. I reported to the National Sales Director and my responsibilities included implementing sales strategies across the company owned stores, monitoring effectiveness, working with field managers and store managers on daily basis to assess staff development and sales performance against KPI’s. Key achievements: Assessed store profitability and initiated a tailored development plan for each store to increase sales.  Helped setting up multiple new stores for the company from ground up all the way to opening. Ran assessments with store managers to eliminate issues that affected sales. Improved sales by 200% by the end of first year of taking the role. Continued to analyse market conditions to help management identify the next round of projects to be put in place in order to remain competitive in the marketplace. Ran workshops & performance management program with field & store managers.  Kept teams updated with latest information for our products and competitors via electronic bulletins as well as in store face to face coaching.  Conducted ongoing recruitment, sales training & engagement workshops with both field managers & sales staff.  Rearranged and unified store merchandise on regular basis in order to gain higher customers traffic and increase cross sale opportunities.  Engaged and inspired staff through competitions between stores and organizing social events, this led to creating strong sales driven culture. Worked with managers to create incentives for staff through a commission program. Co-ordinated for staff training through Optus campus and other training facilities. Generated new leads and developed existing customer database through upselling and upgrading incentive programs.  Liaised with the marketing team to deliver improvements in brand engagement across different territories.

My role was based in Victoria and New South Wales. I reported to the National Sales Director and my responsibilities included leading a team of sales staff and coaching them in the stores. I also liaised with marketing and training teams, and personally trained the sales team on sales techniques, administration and product knowledge through a variety of workshops.Key achievements: Identified improved sales profitability by promoting sales staff to store managers and utilizing their experience, product knowledge and company sales techniques to increase sales.  Increased sales by 150% in the 12 stores I was overseeing in New South Wales.  Contributed to the planning, execution, and ongoing management of sales strategies designed by senior management and company partners.  Sustained customer retention through upgrading or upselling plans.  Leading by example through spending time working at the stores and distributing electronic updates with latest information for our products and competitors’ news. Engaged and inspired sales staff through weekly competition between stores. Strong focus on staff management through running workshops, performance management programs, sales training and engagement sessions.  Rearranged store merchandise on regular basis to attract more customers and increase stores traffic.

In this role, I was responsible for the overall store management and customer experience. In addition to meeting profitability goals and supervising staff effectively.Key achievements: Conducted brainstorm sessions with staff and field managers to raise our customer pool, expand store traffic, build rapport with customers and optimise profitability. Maintained professional and technical knowledge by attending workshops and completing online training on new products. Conducted regular sales reviews and provided training to store staff to assist them in achieving KPI’s with 100% compliance score. Ensured high level of satisfaction to customer through excellent service.  Maintained outstanding store condition and visual merchandising standards. Ensured all controls, policies, procedures and guidelines were adhered to the business and partner standards (Optus and Virgin mobile).

I was the owner of a T-shirt business where I was responsible for the end to end process. This included design, pattern making, screen printing and distribution to stores, major distributors and exporters throughout Egypt.Key achievements: Drove inspiration, creative leadership and seasonal direction across men's T-shirt lines with focus on Egyptian market. Maintained cost target, drop rates and handover deadlines. Delivered product presentation and marketing material to buyers. Conducted seasonal design assessments to ensure key targets were met across brand identification, commercial expectation and cost perspectives. Managed a team to handle full collection from concept and execution in a timely manner and in accordance with seasonal calendars.

In this role, I translated a variety of material including legal, tech and engineering documentation, from Arabic to English and vice versa, with attention to fact and nuance, so that the intent and tone of the original meaning was preserved.Key achievements: My Team received acknowledgement from U.S President George W. Bush for work undertaken. Translation and interpretation of local and international technical documents. Editing, proofreading and finalising translated material prepared by other team members and contractors. Advisor to clients and translation team members about matters of English custom, culture and protocol. Organised translated material and finalised translation according to set standards regarding order, clarity, conciseness, style, and terminology.