Director of Sales & Distribution

• Jan 2023 - Present

Director - Sales Operation & Revenue Growth

• Aug 2022 - Dec 2022

Leading the company Digital Transformation, for the enablement of the digital sales channels and empowerment of the sales force with the knowledge and tools to collaborate effectively to drive growth, through a seamless real-time integration of product/service and easy sales processes. This role includes collaborating with the concerned team in the subject group OpCos to improve the Operational Efficiency, enhance the Customer Experience and increase the Lifetime Value of MEL customers.

Director - Commercial Transformation

• Oct 2020 - Sep 2021

Responsible for putting together with the commercial leadership team the key strategic commercial initiatives to assure business growth, as well as improving operation efficiency through automation, digitization, and resources optimization. We collaborate to ensure initiatives roadmap adherence and alignment. I work closely with finance, marketing, content, and legal team for smooth initiatives execution, especially on acquisition, retention, engagement, and winback and for continual improvements of operational efficiency through digitization and automation.Key team achievement:• Leveraged investments to significantly expand sales channels across digital and partners• Directing acquisition to a less costly channel resulting in reduction of overhead cost• Set the technical specific of the new generation box and got to market strategy

Director - Customer Value Management

• Mar 2019 - Sep 2020

Responsible for developing business strategy to grow the customer base and increase revenue. Led a team of 13 highly skilled senior members to design, plan and oversee the execution all CVM initiatives and campaigns activities across all customer segments for effective customer engagement, revenue enhancement, base retention, and customer winback. Partnered with our marketing, analytics, commercial finance, and service group to create and execute customer communication journey for product awareness, reward system for loyalty, base segmentation for relevance, customer marketing and communication, to create stickiness, rise the consumption, accelerate cross-sell/upsell, and increase the value for money. This also include creating special offers for high-risk segment to retain and winback.Key team achievement:• Developed an automated customer communication journey (onboarding and handholding).• Created an online digital renewal journey and 2 steps digital renewal payment solution. • Retained the large number of South Asian customer base following exit of Pehla channel from OSN by creating and marketing a customized content, leveraging on the premium OSN content

Director - Customer Marketing

• Mar 2016 - Feb 2019

Responsible for developing business strategy to maintain the customer base and reduce churn. Led a team of 7 highly skilled senior members to design, plan and oversee the execution all the retention and winback campaigns with operation team. Worked closely with analytics team on the base segmentation and the development of the churn prediction model and with commercial finance to create offers to ring fence the high-risk customer segment and to winback lost customers. The role includes setting the churn budget and forecast, coordinating with the retail and partner sales management to increase renewal and payment rate as well improving sales quality to reduce the early churn.Key team achievement:• Optimized retention and win-back campaigns leveraging on the churn prediction model and A/B testing model, result saving significant number of customers at a lower cost• Successfully lowered the churn rate following a peak in 2015 by designing and launching a set of retention initiatives, leveraging on customer insights and the development of packaging and pricing as compared to market needs

Director - Churn Management

• Jun 2010 - Feb 2016

Led a team of 90 members in UAE, KSA, KWT, and EGY conducting operations related to customer retention and win-back across MENA region . I oversaw the showroom performance, comprising servicing and client subscriptions. Contribution to the revision of the packaging and pricing. I formulate agile strategies oriented towards engaging users and driving business growth along with maximizing the team impact while reducing overhead costs.Key achievement:• I spearheaded the successful Orbit-Showtime merger by establishing localised retention centres in key regions and amalgamating two separate customer retention teams.• I oversaw the acquisition of Pehla (South Asian TV channels) and TFC (Pinov TV channels), and integrated them within OSN base management and processes.• I directed the successful launch of IVR automated outbound campaign for payment reminder and collection by creating early an alert and encouraging customers to obtain their renewal prior to service interruption.

Global Director - Contact Center

• Dec 2007 - May 2010

Manager - Customer Service

• Jun 2000 - Nov 2007