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Work Background
Viva LeisureProject Manager - Viva Labs
Oct. 2022Canberra, Australian Capital Territory, AustraliaProjects Delivered: 🚀 HUB - Enterprise SaaS for the Fitness Industry
• Delivered in 42 Agile sprints
• Powering 200+ gyms, serving 200,000+ members
• Processing $4.5M+ fortnightly via proprietary Viva Pay solution 📱 Club Lime Gym Flex App - Industry First
• From registration to workout in <5 minutes
• 4.5-star rating, 2000+ downloads in first month
• New revenue stream unlocked 🌐 Rebalance Website Revamp
• Complete brand identity overhaul
• Tech stack: Strapi CMS, React frontend 💪 Plus Fitness Digital Transformation
• Streamlined online joining process
• Comprehensive member portal (membership management, class bookings, account settings)
• Tech stack: Strapi CMS, React frontend 📺 Digital Advertising Platform Overhaul
• Migrated from Angular to React
• 10+ new features implemented
• Commercialised for brand utilisation on gym TV screens
• Additional revenue generator While my title reads Project Manager, the dynamic nature of our lean, agile team means I seamlessly transition between roles — from Product Manager to Business Analyst, Product Owner to QA Tester — adapting swiftly to ensure timely, high-quality deliveries in our fast-paced environment. As Project Manager at Viva Leisure, I drive innovation in the health and fitness industry through technology. I create solutions that enhance lives and revolutionise fitness businesses. Our flagship product, HUB, is an end-to-end SaaS platform serving 200,000+ members across 200+ locations. It showcases human-centred design in technology. My role extends beyond project management; I foster creativity and leverage diverse talents for success. Leading a team of 12, I've seen collaboration turn ambitious visions into reality. As we push boundaries in fitness tech, I remain dedicated to creating impactful solutions. Let's connect if you're passionate about technology for social good or interested in health, fitness, and innovation.
UM AustraliaProject Manager - Australian Government
Jul. 2018 - Sep. 2022Canberra, AustraliaUM is a strategic media planning and buying agency that leverages Better Science to create Better Art that drives Better Outcomes for our clients. As a product leader at UM, I am responsible for product vision, strategy, and execution across various functions. I serve as a critical link between four stakeholders: Australian Government clients, the Department of Finance (deed managers), Kinesso (technology), and the wider UM team. I provide advice on the latest technology trends in media buying and planning. Moreover, I develop, track, and orchestrate business-critical indicators and metrics. These metrics and indicators are presented to the appropriate stakeholders, such as executive leadership. To facilitate strategic planning, I ensure a clear understanding of risks, mitigation efforts, and progress. Key Achievements: - I led the development of a new B2B SaaS product designed to help clients brief, book and track their media campaigns, resulting in over 1000+ active users in the first year and eliminating the need for email. - Conceived and delivered a digital reporting dashboard, eliminating Excel and PowerPoint reports, saving 36 person-hours (fortnightly).
- Interpreted data to understand KPI failures and worked with cross-functional teams to remedy issues from coding enhancements to loading speed, increasing positive user feedback by 23%.
- Led re-architect effort of an ailing core SaaS product to reduce the platform deployment time for clients by two months.
- Directed two cross-functional teams from product conception through launch and multiple iterations. Increased five efficiency measures by 25%+.
- Improved UX measures by 25% by gathering user feedback, synthesising solutions, and frequently iterating to meet customer needs.
- Conducted 500+ customer interviews, including suggestions for improvements that led to a 92% customer satisfaction score.
IKEA SAUDI ARABIAPublic Relations & Events Manager
Jan. 2015 - Jan. 2017Jeddah, Saudi ArabiaSuccessfully oversaw and nurtured a strong industry network, increased brand awareness and developed an enviable corporate image by developing and executing effective communication and media relations programs. Translated complex communication concepts into crisp, jargon-free messages that spoke to target audiences. Key Achievements: - Increased brand index score from 38% to 44% (2016/17) by aggressively communicating quarterly PR activities through internally developed PR packages.
- Partnered with the Disabled Children Association of Saudi for the Soft Toys for Education yearly campaign, not only garnering community goodwill but also receiving national news coverage for two months and generating SR 300,000 in donations.
- Managed communications for the launch of IKEA store app, adopted by 35% of customers. - Spearheaded the PR activities for the launch of four new stores (Bahrain, Jeddah South, Kharj & Qassim) that included pre-and-post launch events.
- Successfully established PR footprint in the Bahraini market by developing relationships with the media, influencers & local government bodies.
- Developed and launched the influencer strategy program that focused on turning lifestyle influencers into brand ambassadors.
- Led my team and supported the wider communication team that achieved 4 major milestones in the history of IKEA Saudi & global: - Awarded with 3 Gold & 1 Silver at the prestigious Cannes film festival for the “It’s that affordable campaign”. - Received Dubai Lynx award for the “It’s that affordable campaign. - Achieved #1 retailer status in Saudi Arabia (YouGov brand index & ranking). - IKEA Jeddah store ranked #1 globally (revenue) i.e. out of 385 stores in 47 different markets.
SphiroCo-Founder
Jan. 2014 - Jun. 2018Jeddah, Saudi ArabiaI cofounded Sphiro by conceptualising, managing, and delivering Saudi Arabia's first freelance platform that empowered exceptional creators to earn money from the comfort of their homes. A simple idea quickly turned into a passion that led to the formation of Sphiro. At Sphiro, we crafted integrated & interactive solutions for Web, Mobile, and Social Media with broadly specialised expertise covering strategy and planning, online brand and marketing consultancy, concept and design creation, technical solutions with development and deployment. My entrepreneur journey with Sphiro has helped me develop my Web & Mobile App Development skills, WordPress, Search Engine Optimisation & Marketing, Email Marketing, Web Analytics, advanced HTML, CSS, JavaScript, and Social Media Marketing. Key Achievements:
- From 1 client to 22 clients in 3 years, totalling a revenue of SR 3 million.
- 30% growth in new business year-on-year.
- Setup offices in Karachi and Lahore and a regional office in Saudi Arabia. - I sold the business when I was emigrating to Australia.
WafirMarketing Manager
Jul. 2013 - Dec. 2014Jeddah, Saudi ArabiaWafir is a consumer goods company that produces home care products. At Wafir, I managed the corporate marketing and communications function, overseeing the homecare category. Responsible for planning and developing the overall brand strategy, implementation of ATL & BTL campaigns, product promotions and traditional & modern trade promotional activities to establish and maintain the brand's presence in the market. I increased channel sales through strategically implemented research, strategy, financial planning, and relationship management. Responsible for analysing sales, business trends/share, pricing, budgets, and promotion effectiveness evaluation. Key Achievements:
Undertook a comprehensive research study of our champion brand Wafir that looked into the current product, packaging, price, promotion & distribution strategy. I made strategic recommendations to the board of directors and sought their approval for a product and communication strategy revamp through the study. The new approach yielded market share growth from 3.5% to 5.2%, resulting in over SR 5 million sales. Key Milestones:
• Launched Wafir Social Media channels (Facebook, Twitter, Instagram & LinkedIn)
• Launched Wafir web portal (www.wafir.com.sa) • Launched Laundromat loyalty campaign targeting two major cities (Jeddah & Riyadh) Results: Reached 1,700 Laundromats, conversion ratio 56%, increased consumption of Wafir 30 KG
• Launched a new brand identity for our champion brand Wafir - New pack designs - Better formula to compete with Tier 2 brands in the segment - Eco-friendly packaging to reflect our environmental responsibility
• Launched a new brand identity for our Tier 3 brand Sharwa.
• Introduced new sales tools to equip our sales team.
• Revamped delivery truck & sales van branding.
DDBAccount Manager
Jan. 2013 - Jun. 2013Jeddah, Saudi ArabiaOverall responsibilities for this role were to manage key existing & new clients of the agency and also build market position by locating, developing, defining, negotiating and closing business relationships. I was managing six of the agency’s largest accounts, serving as the primary liaison between agency staff, client marketing teams and outsourced vendors. Define client requirements and project parameters and guide teams in the development and delivery of campaign strategy and multimedia collateral. Highlights: - Project-managed dozens of multimedia campaigns. Collaborated with clients from concept to production and launch of nationwide print, TV, Web, mobile-device and social-media campaigns that routinely exceeded client expectations - Played a lead role on pitches to current and prospective accounts, delivering presentations that won new and increased existing business to drive revenue growth
- Handled challenging account known for “agency hopping” and last-minute changes. Effectively managed expectations and avoided scope creep. Efforts helped retain client and increased quarterly billing from SAR 300,000 in January 13 to SAR 600,000 in June 13
- Grew portfolio of accounts to generate nearly 8% of agency revenues in 2013. Maintained ongoing communications with all accounts and fostered loyal, lasting relationships
DDBPlanning & Activation Manager
Jun. 2011 - Jan. 2013Jeddah, Saudi ArabiaOversee and manage the Planning & Activation department for KSA. Managed a cross-functional team of five talented account executives that included three brand activation executives and two on-ground supervisors. Responsible for managing projects end-to-end and the overall profitability of the department. Highlights:
Successfully executed best-in-class activations exceeding targeted performance indicators: - Pif Paf – Reestablish Pif Paf as the no.1 solution to kill insects – Effie Award winning campaign*
- Quaker Oats (Pepsi) – World’s Largest Oats Recipe Book – Sales quadrupled in the quarter after the campaign*
- Suncola (CO-RO) – Freestyle Soccer Campaign*
- Pringles (Kellogg’s) – Bursting with flavor (Standup Comedy)* Overview: - Responsible for planning, executing and managing all brand related activations & communication activities
- Working closely with the brand and product teams to activate and execute various product related activations and communication tasks
- Coordinating and producing advertising campaigns involving specialist activities
- Managing BTL plans across National and International level
- Maintaining close relationship with various government offices
- Maintaining effective communication between all departments in the agency
DDBBrand Activation Executive
Jan. 2010 - Jun. 2011JeddahI started my career at DDB as a Brand Activation Executive; I was reporting to the agency account management and planning & activation teams and was responsible for the on-ground activation/execution of the accounts that wanted a BTL presence in the market. Few of my responsibilities included: - Implementation of all brand executions across KSA
- Communicate project brief to different regions (e.g. Jeddah, Riyadh & Dammam)
- Work closely with the on-ground team, brief them on the project and assign core responsibilities per individual.
- Manage the hiring of brand ambassadors per project.
- Liaise communication between fabrication, printing, and government agencies.
- Acquire all permits before any campaign kick-off.
- Prepare a planning document per project.
- Draft a Critical Path Sheet (CPS) for every project in the pipeline.
- Send out weekly project reports to the client servicing team.
GRUPO MASSIMO DUTTI S.A.Fashion Advisor
Sep. 2008 - Jun. 2009London, United Kingdom- Advising customers on the current fashion trends & providing excellent levels of customer service
- Replenishing the store at the end of the business day
- Stock control, ordering stock, as per the need arises, checking for any faults and reporting it to the senior management
tilllate AGSenior Photographer/Management Assistance
Jun. 2007 - Jun. 2008London, United Kingdom- Day to day running of the website, uploading pictures and updating the member's page as the need arises
- Hiring and training new staff, taking them out to different venues and checking their abilities of photography
- Traveled to Ibiza and Amsterdam for photography events at different venues as I was chosen the best photographer in my region
- Arranging weekly team meetings and discussing the progress of all the photographers and providing training at the same time
- Setting weekly and monthly targets for the core photographers team in London
Krispy KremeStore Supervisor
Mar. 2005 - Aug. 2008London, United Kingdom- Handling all day to day operations and administrative work for the branch and being the first point of query and support to operational and senior management.
- Responsible for excellent levels of customer service and for ensuring the profitability of the store as an entity
- Attending and resolving customer queries and building customer relations to help the business
- Producing weekly and monthly operations reports for the store management
- Managing and supervising the store and helping in planning, organizing and coordinating and directing the activities of the store
- Responsible for cash handling and balancing procedures and managing amount of cash in shop in line with company procedures and monitoring business activity, daily and weekly figures against business
- Supervising and training the team in the day to day operations of the store
- Handling day to day personnel rota and weekly wages disbursement. - Responsible for stock keeping and daily inventory updates for the store.
- Taking care of the merchandising activities of the store.
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