Apr 2025 – Present · 1 yr · Saudi Arabia · Hybrid

Feb 2022 – Mar 2025 · 3 yrs 1 mo · Riyadh, Saudi Arabia

• Deloitte Digital design team is a team of thinkers, strategists, and makers, on a mission to create new growth by elevating the human experience—with connected ideas, technology, and talent, in a way that only Deloitte Digital can. And we do this to shape a better future for every single one of us.
• Our end-to-end services help brands create great experiences, find their customers and audiences, and drive through to acquisition, retention, and loyalty.
• Senior Director at Deloitte ME Consulting with overall leadership and responsibility for revenue, P&L, sales, engagements, recruitment, and operations.
• Leading digital experience, product design, and innovation efforts across the region.
• Generating target sales opportunities through strategic GTM plans.
• Delivering mega projects in digital transformations in KSA, Qatar, and UAE.
• Managing key client relationships and ensuring project excellence.
• Directing the Experience and Product Design practice for Deloitte Middle East.
• Overseeing a cross-functional team in Dubai, Riyadh, Amman, and Cairo.
• Strengthening design presence and driving business growth with global partners.
• Cultivating C-level relationships and developing regional talent.

Feb 2022 – Jun 2024 · 2 yrs 4 mos · Riyadh, Saudi Arabia

• Led the establishment and launch of Deloitte Digital Center 2.0, managing strategy development through to implementation.
• Defined and cultivated the center’s culture and operational protocols to ensure optimal efficiency.
• Hosted C-suite and government officials for workshops and labs, driving successful client conversions for digital transformation projects.
• Spearheaded service diversification, expanding the center’s client base and offerings.
• Collaborated with interdisciplinary teams to advance digital transformation initiatives.

Dec 2020 – Present · 5 yrs 4 mos

• Our mission is to advance the practice of design leadership by fostering a community where the world’s best can learn from one another. We strive to make the Forum inclusive and relevant to those confronting the challenges of leading design teams.

Aug 2019 – Feb 2022 · 2 yrs 6 mos · Dubai, United Arab Emirates

• Xische is a management consulting firm helping clients in digital transformations. Clients include UAE Prime Minister's Office, Smart Dubai, Dubai Future Foundation, Dubai Design District, Dubai Tourism, Dubai International Financial Centre, Emirates NBD, BMW, Giorgio Armani, and Abu Digital Authority.
• Leading and overseeing an interdisciplinary team (including service designers, user researchers, experience and interaction designers, user interface, and visual designers) through research, strategy, concept creation, product definition, and design.

Aug 2019 – Feb 2022 · 2 yrs 6 mos · UAE | KSA

• Squad X is a member of Xische Group, a hybrid consulting boutique that helps governments, global brands & startups innovate, design & tell stories.
• We partner with leading organizations to empower people and deploy technology to create engaging experiences, innovative products, and digital-native-businesses. We do this by combining strategy, design, technology, storytelling, and performance measurement.
• One of the founding members, working with a multi-disciplinary leadership team of product, design, and tech visionaries to design, create, and deliver customer-centric products and services that touch people's lives. Building and leading the design efforts, defining product visions and standards, managing the design and delivery processes.

Aug 2017 – Jul 2019 · 1 yr 11 mos · Dubai, United Arab Emirates · On-site

• Leading and providing thought leadership in the assessment of existing sites/properties for usefulness, usability, visual design, content, and branding.
• Leading design/user testing sessions, as well as behavioural in-context and ethnographic research events across accounts; leading client involvement in research.
• Finding opportunities to create business value and improve the user experience (based on user research); organizing opportunities into visually compelling matrices or maps.
• Driving preparation of large client workshops to communicate key themes from partner interviews; working with the team to stay in sync on key success factors.
• Defining best practice and standards related to persona development/behavioural segmentation.
• Leading the development of user scenarios and ensuring that they are derived appropriately from behavioural segments/user profiles; ensuring that scenarios respond to key user needs and illustrate key business opportunities.
• Driving the development of frameworks that describe key aspects of a proposed experience, and how it reconciles business and user needs; executing deliverables based on user-centred design techniques.
• Leading the creation of visually compelling representations of the solution's high-level interaction, navigation, and organization design (i.e., concept models).
• Leading the development of organizational models, affinity maps, sitemaps, process/screen flows, and wireframes; present deliverables to senior clients.
• Estimate, plan, and lead creative work (across all UX process, including user research, Information Architecture, prototyping, and Interactive Development) in the development of a quality solution for large and complex projects.
• Collaborating with strategy and business development teams to create and develop new business opportunities.
• Engaging in creative aspects of sales pursuits, including: shaping and responding to opportunities, proposal creation, and orals presentations

Jun 2017 – Aug 2017 · 2 mos · Dubai, United Arab Emirates · On-site

• Revonic Dubai is a digital design agency with a unique focus of pairing UX and development in-house.
• From airports and banks to fashion portals and e-commerce sites. Across a variety of online communication channels, geographical boundaries, cultures, and languages. We deliver user-centric experiences, we turn your prospects into clients, we help your business grow, we elevate your brand.

Dec 2016 – Apr 2017 · 4 mos · Greater Los Angeles Area · On-site

• Managed designers and process from initial research through production.
• I was part of a team that ensures Belkin products are recognized for quality and innovation. Our team worked closely with the other design disciplines, Product Management, Engineering, and Marketing to ensure project goals are met.
• I led, represented, and developed designers on Belkin's User Experience team.

Aug 2016 – Dec 2016 · 4 mos · Greater Los Angeles Area · On-site

• Working with subsidiary of one of the leading multinational conglomerate corporations – on a project based contract - leading the design process from start to finish.
• Served as a lead design resource in cross-functional teams dealing with redesign of an internal app (iOS/ Android) from phone to desktop.
• Conducted market research and competitive analysis to continually identify ways to improve the user experience.
• Developed a deep understanding of the customers and their needs by assisting with focus groups, user testing, and surveys.
• Created and managed stakeholder presentations to sell ideas, illustrate challenges & explain execution.

Dec 2014 – Mar 2016 · 1 yr 3 mos · Saudi Arabia · Hybrid

• Clinic 9 is a private medical center. One of the largest and newest medical centers in Saudi Arabia.
• Helped the client define business goals and their value statement.
• Managed and designed multiple design projects from concept through completion.
• Oversee and manage the creation of UX/UI assets for mobile and web projects.

Jul 2012 – Nov 2015 · 3 yrs 4 mos · Saudi Arabia

• INFITIC is a strategy, branding and design studio. We believe design choices must be informed by function, not just aesthetics We don’t just build products, we build relationships. All of our services are deployed to build user engagement so that businesses can outgrow competition.
• I built and managed the team, providing the creative vision direction, design and user experience.
• Involved in every aspect of: product development and design, brand strategy, web/mobile design, content generation, marketing, and social media.
• Led creative sessions for project kick-offs. Setting kickoff meetings with our clients, and understand clients’ businesses, clients’ goals, and clients’ aesthetic.
• Managed and designed multiple projects from concept through completion. Develop creative programs and design concepts that meet the business objectives of the organization.

Oct 2008 – Jun 2017 · 8 yrs 8 mos

• As an independent design consultant/leader, I worked with company C-levels and the senior leadership to: create a vision, design strategy, brand DNA, and then help shape and build the right team, establishing a product roadmap and realising the service.
• Major clients are Lexus, US San Diego, Google Ventures (Slack team), Uber, Twitch.tv, Target, Verifone Carbon, Philips Innovation Services.