Jul 2023 – Present · 2 yrs 9 mos

• Leading the business insights function at Emirates Skywards. Distilling and showcasing performance trends to support proactive monitoring and steering of KPIs.
• Leveraging insights and innovative solutions, shaping and steering the Emirates Skywards strategy to support core commercial goals of maximizing member traffic, booking conversion and spend on Emirates and flydubai direct channels.

Dec 2018 – Jul 2023 · 4 yrs 7 mos

• Designed, developed and delivered key business analysis, reporting, analytics and insight capabilities to support performance monitoring against department KPIs. Embedded several such scheduled reports with commentary into the business process, leading to measurable improvement in reaction time.
• Led Skywards' strategy to develop programs that leverage data-driven personalization to grow traffic, conversion and spend on airline's direct digital channels. Developed industry-first features that integrate targeted offers right into the airline booking flow. Members availing the offers bought tickets in excess of AED 1 billion in revenue in FY22-23 (see links for more).
• Drove the adoption of machine learning and data science models in a program to improve onsite conversion rate among Skywards members leading to gains worth tens of millions annually.

Jul 2016 – Nov 2018 · 2 yrs 4 mos

• Led a data analysis and insights program to support key commercial stakeholders including the Chief Commercial Officer - aimed at informing and improving decisions that helped fill the airline's 500-seater superjumbo A380s.
• Led the creation of a first-of-its-kind origin-destination profitability model commissioned by the Chief Digital and Innovation Officer - aimed at promoting a multi-faceted profit-driven culture in key commercial departments.
• Role started out in Commercial Business Intelligence and evolved to Enterprise Analytics.

Sep 2013 – Jun 2016 · 2 yrs 9 mos

• Led revenue management strategies that led to Emirates' multi-billion dollar South Asia routes blazing through their most profitable years on record.
• Awarded for developing a decision-support tool that reduced turnaround time, improved quality of analysis and allowed revenue management colleagues make better decisions faster.