Taha Baba — Digital Marketing Specialist

I am an award-winning digital strategist and architect of global MarTech ecosystems, with 14+ years of experience leading complex, AI-driven digital transformation across humanitarian, public, and private-sector environments. I began my career building scalable web and mobile solutions and am trusted by over 155 teams to design and scale systems that deliver measurable organisational impact. At UNHCR, I lead the design, evolution, and global scaling of AI-enabled fundraising and marketing automation platforms across 30+ markets. This work has contributed to a £129M increase in private sector income between 2020 and 2024, driven by improved donor retention, data-led decision-making, and modernised engagement infrastructure. A key driver of this impact was the development of a five-tier predictive segmentation model, combining RFV methodology with supervised machine learning techniques, including logistic regression and decision trees. I architect end-to-end MarTech ecosystems spanning CRM, marketing automation, analytics, and dynamic omnichannel engagement across email, SMS, and paid digital channels. I have led the responsible integration of advanced AI tools, including GPT, Gemini, and Claude, into campaign and operational workflows, delivering a 10% year-on-year improvement in donor retention and generating approximately US$300k+ in annual efficiency savings through automation and process optimisation. Beyond platform delivery, I focus on sustainable transformation and governance. I developed the Data Maturity Assessment Framework used across multiple teams to guide digital adoption, prioritisation, and capability development. Alongside my professional role, I am an active mentor, speaker, and author, including The Art of Prompt Perfection: Mastering AI Conversations, reflecting my commitment to ethical, accessible, and practical AI adoption for non-technical audiences.

Stackforce AI infers this person is a MarTech expert with a strong focus on digital transformation and AI-driven fundraising.

Location: Harrow, England, United Kingdom

Experience: 15 yrs 2 mos

Skills

Digital Transformation
Ai & Automation
Data-driven Decision Making
Fundraising Campaign Management & Automation
Solution Design
Technical Leadership

Career Highlights

Led £129M increase in private sector income.
Developed five-tier predictive segmentation model.
Integrated advanced AI tools for improved donor retention.

Work Experience

UNHCR, the UN Refugee Agency

Digital Marketing Automation Officer (5 yrs 10 mos)

Digital Development Specialist (5 yrs 1 mo)

Netways

Solutions Designer (1 yr 9 mos)

Code and Dot

Web & Mobile Developer (1 yr 1 mo)

Cleartag

Web Developper (1 yr)

Microsoft

S2B Program (4 mos)

Education

MSc Digital Business at The University of Salford

Executive Diploma at Robert Kennedy College

Post Graduate work Software Development at Lebanese University

Bachelor's degree at Lebanese University

Taha Baba

Digital Marketing Specialist

Harrow, England, United Kingdom15 yrs 2 mos experience

Most Likely To SwitchAI Enabled

Key Highlights

Led £129M increase in private sector income.
Developed five-tier predictive segmentation model.
Integrated advanced AI tools for improved donor retention.

Stackforce AI infers this person is a MarTech expert with a strong focus on digital transformation and AI-driven fundraising.

Contact

Skills

Core Skills

Digital TransformationAi & AutomationData-driven Decision MakingFundraising Campaign Management & AutomationSolution DesignTechnical Leadership

Other Skills

Delivery ManagementMachine LearningAIMarketing AutomationData AnalyticsData IntegrityStakeholder CollaborationCRM OptimizationCampaign ManagementFront-End DevelopmentJavaScriptReactNode.jsEurope, the Middle East, and Africa (EMEA)Cordova

About

Experience

15 yrs 2 mos

Total Experience

3 yrs

Average Tenure

11 yrs

Current Experience

Unhcr, the un refugee agency

2 roles

Digital Marketing Automation Officer

Promoted

Jul 2020 – Present · 5 yrs 10 mos

I lead the design, delivery, and evolution of UNHCR’s global digital fundraising and marketing automation capabilities, supporting 30+ markets and over 100 fundraising and non-fundraising teams worldwide. My role sits at the intersection of strategy, technology (rooted in hands-on web and mobile development experience), and operations. I architect scalable MarTech ecosystems and ensure innovation translates into measurable outcomes at the global scale, balancing complex delivery with governance across diverse environments.
Strategic outcomes & impact
Contributed directly to a £129M increase in private sector income (2020–2024) by modernising engagement infrastructure, strengthening retention strategies, and enabling data-led decision-making.
Led the responsible integration of advanced AI tools, delivering a 10% YoY improvement in donor retention and approximately US$300k in annual efficiency savings.
Results and strategic approaches referenced in industry forums and reports on loyalty and retention.
AI / ML architecture
Architected end-to-end MarTech ecosystems spanning CRM, marketing automation, analytics, and performance reporting, ensuring interoperability across regions and vendors.
Developed a five-tier predictive segmentation model combining RFV methodology with supervised machine learning (logistic regression, decision trees) to improve targeting and lifecycle management.
Lead global design and governance of AI-enabled fundraising platforms across email, SMS, WhatsApp, and paid digital channels.
Global governance & delivery
Designed and deployed a Data Maturity Assessment Framework used by 32+ fundraising teams and 115+ non-fundraising teams to assess capability and prioritise digital investment.
Led a core team and multiple external suppliers, delivering 30+ complex projects annually across diverse markets.
Supported global onboarding, enablement, and documentation to ensure long-term platform adoption and optimisation.

Delivery ManagementMachine LearningDigital TransformationAI & Automation

Digital Development Specialist

Jun 2015 – Jul 2020 · 5 yrs 1 mo

I led digital fundraising and technology transformation across the MENA region (23+ countries), supporting regional and country teams in building scalable, data-driven fundraising operations. This role laid the foundation for UNHCR’s later global MarTech transformation.
Regional transformation & growth
Expanded the regional donor base from 773 to 31,000+ supporters through the introduction of structured acquisition, retention, and segmentation strategies.
Contributed to doubling annual regional income (from approximately £5.2M to £9.5M) by modernising digital fundraising infrastructure and campaign execution
Supported income planning, forecasting, and performance optimisation across diverse markets with varying digital maturity
Platform architecture & integration
Designed and implemented integrated ecosystems connecting Salesforce CRM, marketing automation platforms, payment gateways, and analytics tools.
Built regional dashboards and reporting frameworks to enable actionable insight for teams.
Procured and coordinated technology suppliers, payment providers, and development partners across multiple markets.
Cultural, regulatory & product innovation
Played a key role in designing and implementing a Zakat-compliant digital fundraising solution, fully aligned with Islamic principles and regional regulations.
Enabled donors to calculate and contribute Zakat digitally, opening new fundraising channels later adopted beyond the MENA region.
Adapted campaign models to local cultural, legal, and operational contexts across the Middle East and North Africa.
Enablement & scale
Designed automation workflows and campaign templates tailored to different country needs and maturity levels.
Supported onboarding and enablement of country teams, helping shift digital fundraising from local experimentation to regional strategy.
Acted as a bridge between technical teams, vendors, and non-technical stakeholders to ensure adoption and long-term sustainability.

Delivery ManagementData AnalyticsDigital TransformationFundraising Campaign Management & Automation

Netways

Solutions Designer

Sep 2013 – Jun 2015 · 1 yr 9 mos · Minyara, Akkar Governorate, Lebanon · On-site

I joined Netways as a developer and was promoted to Solution Designer and team lead within my first year, taking responsibility for solution design, delivery quality, and the day-to-day enablement of a growing development team. This role marked my transition from individual contributor to leading people, projects, and technical decision-making in demanding client environments.
Foundational technical mastery
Designed and delivered scalable web and mobile solutions using JavaScript, React, Node.js, Angular, and Firebase.
Built solutions for government and enterprise clients, with a focus on UX, security, and scalability in high-stakes environments.
Led architecture decisions to balance performance, maintainability, and evolving client requirements.
Team enablement & mentorship
Mentored a development team using Agile and waterfall methodologies, supporting both structured delivery and iterative improvement.
Spent significant time in code reviews, not only improving quality but helping team members think through problems differently.
Frequently used impromptu whiteboard sessions to sketch solutions, unblock challenges, and develop shared technical understanding.
Client translation & delivery discipline
Acted as the translator between non-technical clients, often expressing needs in abstract terms such as “make it more user-friendly”, and clear, actionable technical requirements.
Managed end-to-end project delivery, including scope definition, timelines, and stakeholder communication.
Introduced more structured delivery practices, improving predictability, reducing missed deadlines, and increasing client confidence.
Process improvement & progression
Helped stabilise previously chaotic delivery workflows, moving projects from recurring delays to consistent on-time or early delivery.
This promotion reinforced a core lesson that shaped my later roles: technical skills get you in the door, but understanding people and processes keeps you there.

Delivery ManagementFront-End DevelopmentSolution DesignTechnical Leadership

Code and dot

Web & Mobile Developer

Aug 2012 – Sep 2013 · 1 yr 1 mo · Tripoli District, North Governorate, Lebanon · On-site

I worked as a Web & Mobile Developer delivering hybrid mobile applications and web platforms for small businesses and NGOs. At this stage, I was operating independently on client projects, taking ownership of implementation while collaborating closely with designers, clients, and senior developers when needed. This role strengthened my technical depth and my ability to translate business needs into reliable, user-focused digital products.
Development & delivery
Built hybrid mobile and web applications using Cordova, PHP, MySQL, and jQuery Mobile.
Delivered mobile-first solutions that went beyond responsive websites, providing app-like user experiences suitable for low-bandwidth and constrained environments.
Developed custom CMS solutions that allowed non-technical clients to manage content independently.
Client-facing execution
Worked directly with clients to clarify requirements and translate high-level ideas into functional technical solutions.
Helped shape usability and UX decisions based on real user needs rather than purely aesthetic preferences.
Balanced speed, quality, and maintainability while delivering multiple projects with tight timelines.
Professional growth
Gained end-to-end exposure to the product lifecycle, from requirements gathering to deployment and post-launch support.
Strengthened problem-solving skills by working across diverse client needs and evolving technologies.
This role marked the transition from supervised development to confident, independent delivery, preparing me for later technical leadership roles.

Delivery ManagementEurope, the Middle East, and Africa (EMEA)

Cleartag

Web Developper

Jan 2011 – Jan 2012 · 1 yr · Beirut Governorate, Lebanon · On-site

This was the starting point of my professional web development career, where I built strong technical fundamentals while contributing to enterprise-grade client projects early on.
Core development & delivery
Delivered responsive websites and dynamic web applications using HTML, CSS, JavaScript, and CMS platforms including WordPress, Joomla, and Drupal.
Contributed to enterprise and banking-sector projects, gaining early exposure to higher standards of performance, security, and reliability.
Supported cross-browser compatibility and performance optimisation across complex environments.
Foundational skills & mindset
Developed a strong debugging and problem-solving mindset through hands-on delivery and real production issues.
Learned to work within structured project environments, collaborating with senior developers and project teams.
Built the technical discipline and learning speed that enabled rapid progression in later roles.

Delivery ManagementEurope, the Middle East, and Africa (EMEA)