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Work Background
The Conscious ExperienceFounder and Consultant
Jan. 2025Abu Dhabi Emirate, United Arab EmiratesI partner with CX-driven businesses in hospitality, real estate, and retail to embed human-centered strategies that turn every customer and employee interaction into a brand moment. Signature Deliverables: ✅ Created the ZERO $ Method framework focused on consistent, daily micro-actions across CX/EX.
✅ Developed the Customer code signature training.
✅ Delivered consultations to organizations on end-to-end customer journey mapping and touchpoint optimization.
✅ Led omnichannel integrations (Live Chat, App, WhatsApp, Email, Call Center).
✅ Trained internal CX teams on empathy-based service delivery and experience recovery.
✅ Designed tailored concierge experiences for clients and raised engagement.
✅ Guided app experience redesigns, and boosted self-service usage.
✅ Drove initiatives that connected employee well-being to customer experience KPIs, highlighted the impact of engagement, mental clarity, and workload balance on service quality.
✅ Designed empathy-led communication workshops to improve soft skills and emotional intelligence across customer service teams.
ALDARA .Vice President - Customer Communication & Engagement
Feb. 2024Abu Dhabi Emirate, United Arab EmiratesDelivered strategic advisory and execution services across digital and direct communication platforms (Live Chat, App, Call Center, WhatsApp, Email), enhancing end-to-end customer journeys for high-profile clients. 🔑 Key Services & Deliverables: ✅ Developed a comprehensive communication mapping framework aligned with full customer lifecycle, enabling automation and personalized messaging.
✅ Designed and implemented an annual content calendar embedded with analytics tracking, driving performance optimization and audience targeting.
✅ Created segmentation-driven messaging strategies that elevated engagement across tiered customer bases.
✅ Orchestrated internal alignment across seven business units to ensure consistent message delivery and process updates.
✅ Advised and directed two specialized communications streams (external & commercial), establishing uniformity in brand voice.
✅ Designed a concierge-style engagement model tailored to 450+ high-net-worth clients through curated event-driven experiences.
✅ Led engagement activations, including 5 flagship events, focus groups, open houses, and forums.
✅ Consulted on digital integration of key journey touchpoints within the app ecosystem, boosting user adoption by 40%.
✅ Developed an omnichannel app engagement roadmap to encourage self-service usage.
✅ Built and managed a content production unit to amplify reach via social and digital media.
✅ Expanded service scope by onboarding external providers for HTML campaigns, tutorial content, and CX videos.
✅ Led automation of messaging workflows with IT, leveraging trigger-based systems to enhance responsiveness.
✅ Contributed to achieving an industry-leading NPS of 86% through innovative communication and engagement design.
BetterhomesHead of Customer Experience
Mar. 2023 - Jan. 2024Dubai, United Arab EmiratesEngaged to redefine customer experience strategies across diverse client segments including tenants, landlords, buyers, and sellers. Provided CX consultancy, automation planning, and complaint system design. 🔑 Key Services & Deliverables: ✅ Mapped multi-channel customer journeys, redesigning touchpoints to align with audience expectations.
✅ Rolled out segmentation-based communication frameworks, cascading strategy to CX teams.
✅ Partnered with IT to design real-time KPI dashboards, enhancing visibility and performance tracking.
✅ Contracted and managed a European vendor to deliver AI-powered chatbot technology, cutting service response time.
✅ Oversaw development and implementation of a Conversational AI framework in coordination with dev and ops teams.
✅ Directed automation of core internal processes in collaboration with IT.
✅ Drafted end-to-end complaints handling procedures and launched a formal system for inquiry and resolution.
✅ Supported operations and consulting teams in handling escalations and enhancing service recovery initiatives.
DAMAC PropertiesCustomer Engagment & Communication Manager
Dec. 2020 - Feb. 2023Dubai, United Arab EmiratesDelivered campaign execution services to enhance customer experience and retention across local and international markets. 🔑 Key Services & Deliverables: ✅ Deployed a centralized AI communication system, streamlining outbound messaging.
✅ Drove 2,000+ app downloads in under 30 days via targeted digital campaigns.
✅ Coordinated content and messaging across 6 departments to maintain brand consistency.
✅ Established a communication department from ground up; recruited technical talent and authored SOPs & KPIs.
✅ Mapped customer journeys and increased touchpoints by 50% to enrich customer engagement.
✅ Segmented customers into 6 investment-based tiers for personalized event and campaign targeting.
✅ Co-developed 20+ campaign action plans covering audience segmentation, deadlines, and resource allocation.
✅ Partnered with IT to enhance CX/UX digital journeys and app interfaces.
✅ Integrated campaign feedback loops with NPS to increase CSAT by 75%.
✅ Created App “how-to” videos, reducing call center dependency by over 25%.
✅ Managed partnerships with third-party vendors for successful campaign launches.
✅ Coordinated and delivered high-touch event experiences, including a property handover ceremony in London.
Majid Al FuttaimCustomer Experience – Assistant Manager
May. 2016 - Dec. 2020United Arab EmiratesProvided end-to-end CX advisory, delivering customer retention strategies, process design, and VIP engagement. 🔑 Key Services & Deliverables: ✅ Consulted on development of 100+ policies & procedures for customer engagement and handover strategies.
✅ Delivered handover support for 500+ residential units within a flagship project.
✅ Spearheaded initiatives to grow VIP clientele by 380% within five years.
✅ Identified and resolved pain points through journey mapping exercises across multiple touchpoints.
✅ Designed onboarding journeys and nurtured 250+ VIP client relationships.
✅ Led a 6-month transformation project to standardize CX practices group-wide.
✅ Established a CX department from scratch, improving operational efficiency by 65%.
✅ Aligned cross-functional teams on identifying and bridging service gaps.
✅ Participated in executive decision-making on payment deferments.
✅ Developed CRM procedures and recruited key account managers for VIP support.
✅ Prevented cancellations worth $12M by executing a retention-focused campaign.
✅ Utilized omnichannel feedback to monitor performance and inform CX strategy.
EmaarQuality and Training Officer
Feb. 2013 - Apr. 2016Dubai, United Arab EmiratesProvided service improvement consulting focused on customer service quality, training, and operational excellence. 🔑 Key Services & Deliverables: ✅ Audited 100+ call center calls and delivered one-on-one coaching to elevate service standards.
✅ Supported the development of refund and compensation policies.
✅ Created standardized service procedures and customer care guidelines.
✅ Designed and facilitated custom training programs for 60+ customer service professionals.
✅ Compiled and presented quality metrics to leadership for performance enhancement.
EmaarSenior Customer Service Executive
Jan. 2013 - Jan. 2014Dubai, United Arab EmiratesDelivered operational support and service management for 1,000+ clients in the real estate sector. 🔑 Key Services & Deliverables: ✅ Resolved 95% of grievances within 48 hours through process optimization and agent training.
✅ Interpreted and reported customer data to support strategic service decisions.
✅ Handled communications across multiple channels to ensure resolution and client satisfaction.
✅ Investigated issues and implemented policy-aligned resolutions including refunds.
✅ Standardized service procedures and policies in collaboration with leadership.
✅ Processed 1,500+ property-related requests in one week, enhancing turnaround and customer confidence.
Islamic International Arab Bank PLCQuality Assurance Officer
Jan. 2010 - Jun. 2011Amman, JordanAs a QA Officer, I have: ✅ Interpreted and implemented quality assurance standards
✅ Performed routine application testing, and resolved issues accordingly
✅ Recorded detailed metrics to track progress and outcomes of test processes
✅ Troubleshooted and tested software to ensure an error free network
✅ Maintained and implemented documentation and control procedures
United NationsHR Assistant Officer
Feb. 2009 - Jul. 2009Amman, JordanDuring this experience, I have assisted with the administration of day-to-day operations of the human resources department, carried out recruiting tasks, maintained personnel files, and ensured compliance with policies and procedures.
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