•Lead a team of over 260 employees, overseeing consumer banking sales and operations including branches, digital channels, direct sales, product development, data analytics, contact center, credit, and collections.• Manage all marketing and product development functions with a total budget of $2 million including brand and lifecycle management, advertising, and social media.• Developed the consumer banking, marketing, and digital strategy for the Bank focusing on customer centricity, and value technological solutions.• Improved operational efficiency by lowering cost of funds through savings balance acquisition which grew by a whopping 300% from 65 million JOD to 220 million JOD.• Significantly increased debit and credit payment volumes with a compounded annual growth rate of 50% and 18% respectively.• Formed and led cross-functional teams from Marketing, Legal, Operations, Compliance, Information Technology and Finance.• Developed and launched state of the art mobile banking platform focusing on UX/UI and using Scrum agile development process which increased the mobile penetration rate amongst customer base from 10% to 70% in 3 years.• Spearheaded and launched innovative solutions across different digital channels such as e-statement, Loan Origination System, digital onboarding, contactless and mobile payments.• Partnered with FinTech players to deliver best-in-class services for customers such as CliQ instant and QR payments, e-Fawateercom bill payment, Android, and Apple Pay.• Collaborated with Central Bank on drafting Open Banking rules and regulations for the country through continuous open dialogue, communication, and feedback.

Regularly attending board meetings and participating actively and conscientiously. Keeping up with issues and trends that affect the organization. Participating in the evaluation of business operations and executives. Approving audit reports, budgets, and business decisions.

Assist and advise the Chair in providing independent, and effective leadership to the Board. Assist with the planning and achievement of the financial goals of Crystel. Identify emerging issues and professional and market trends, and propose strategies to solve problems or seize opportunities. Oversee the implementation of a strategic vision by ensuring appropriate plans are implemented, in order to deliver innovative solutions and superior customer experience to empower businesses.

• Oversee financial and marketing plans, budgeting, and forecasting, and assume responsibility for profit and loss management.• Develop strategic plans for Jordan, Palestine and Iraq based on market intelligence, client business plans, Visa priorities and competitor activities. • Grew the market to over $1.5 billion in payment volumes with an average growth rate of 18% year over year. • Negotiated and secured contracts with key clients that resulted in maintaining a market leadership position with over 70% share amidst intense and increasing competition • Developed, maintained, and cultivated close relationships with decision-makers and senior management of member banks, partner companies, Central Bank and national banking associations.

• Worked closely with McKinsey, the American consulting firm, to formulate and execute a retail strategy, better product offerings, sales mindset, and service culture.• Led the expansion of the branch network from 17 to 35 branches and grew sales to 530 million in consumer deposits and 150 million in loans. • Achieved 219% of personal loan target, 115% of new customer acquisition, and 22% deposit growth over 2012.• Partnered with Allen International to re-design and deliver an innovative new branch model that can best enhance the customer’s experience and drive sales. • Improved the overall service levels from 73.8% to 84% in a period of 6 months.

• Recognized for achieving the 2nd biggest improvement in overall customer service scores amongst all branches in Northern California.

Branch Manager (Main Branch, Castro Valley)• Managed the largest branch in the region with $215 million in consumer deposits, 43,000 in monthly transactions and over 15 employees.• Consistently ranked in the top 2 in the region for achieving a balanced production and surpassing 7 out of 9 KPI goals • Ranked 1st in the region for first quarter of 2007 in four production matrices: mortgages, credit cards, investment referrals and consumer deposits.