Experience

• 

  Merlin Entertainments Trade

  • Sydney, New South Wales, Australia

  • Head Of Revenue Management - APAC

    • Jun 2023 - Present
    • Sydney, New South Wales, Australia

• 

  Emirates

  • United Arab Emirates
  • Airlines and Aviation
  • 700 & Above Employee

  • Market Operation Manager- Demand & Forecasting Regional Head (Australasia, Europe & Americas)

    • Dec 2021 - May 2023

    In this role I was responsible for restructuring the demand unit in Emirates airlines, to bring in a razor-sharp focus on traffic flows, to look beyond the traditional ways of optimizing the forward projection of an established business model to being a much stronger steering tool with higher responsiveness to changing circumstances after COVID19. Also leading teams of 10+ employees to reflect factors that are not visible to PROS system in a form of demand strategies across 31 online markets in Americas, Europe, and Australasia regions.Key Achievements:• Scaled the team from 7 to 10 demand analyst and trained new joiners using a first of industry training module “Al-Tatweeri training program” to smoothly integrate analysts in the role.• Proactively capture changes in passenger willingness to pay using customer centric approach touching 71 unique airport codes. Delivered 9.8m revenue passenger in under 8 months which is 3x higher than previous year. • Our Process are simple & focused: I have driven a steady transformation of processes towards a leaner, flexible, unified, clear and uplifting workflows. This reduced time spent on preparing analysis by 5 hours a week/per employee and helped extract the most valuable insights from available internal and external market intelligence at the right time. The new workflows boosted speed, prioritisation, coverage, reach, consistencies across East/West regions• Successful implementation of Premium Economy forecast across multiple flight from London /Sydney/ Paris/ New York. etc).• Awarded Siler Najim - part of higher management recognition of the successful implementation in PROS drift parameter and censorship removal project. • Led Weekly cross functional meetings over 8-month period to minimise judgment and bias towards competing network flows availability between East/West. Switch the thinking as a whole and create a revenue value at a high level rather than at the single parts.

  • Markets Operation Manager (Australasia)

    • Jul 2020 - Nov 2021

    In this role I formulated and executed revenue pricing & demand strategies during the COVID pandemic using market and competitor analysis (market sizing, drivers and dynamics, competitive landscape), customer analysis (segmentation, customer journeys and needs), internal analysis (capabilities, business model, financial assessment) and people management (proven coaching junior team members developing talents). Key Achievements• I increased Market share flows to WAIO markets from Australia & New Zealand POSs despite the high restriction on CAPS into ANZ route during COVID. A market that was insignificant before COVID. • Developing a first of its kind framework document on Qantas-EK price filing specific to the routing, add-ons & transfer rules. The reflects the filings complexities of Emirates & Qantas partnership and aimed to create efficiency.• Conducted a Pricing Fare review for New Zealand market, signed off by VP Market Operations and received a positive feedback from commercial teams focusing on increasing yield from opportunities during COVID. • Develop direct segmentation strategies vs. indirect strategy across different Origins and Destinations that supports NDC strategy.

  • Revenue Optimization Manager - Global Products

    • Oct 2016 - Aug 2021

    My remit covers creating frameworks & strategies for each Global Leisure (AIRSEA, MICE, Marine AMEX IAP, Emirates Holidays) & Global corporates segment under my portfolio as well ensuring the correct pricing for each global product are in place. • Participated in the Seatrade Middle East Cruise Forum along with governmental entities representing Gulf countries & India. It outlines the plan into the future of cruise in the Arabian Gulf. Focusing on the current outlook and questions facing the region, the event brings the industry together where I engaged with conversation with industry influencers, experts from Dubai airports and thought leaders.• Monitor performance metrics and analyses key indicators for price positioning, benchmark activities to optimize network Flows and ensuring RO standards and procedures are followed. Key Achievements• Achieving financial performance revenue of over $1 Billion worth of Global Corporates revenue with improvements of +11% increased variance from previous years.• Building blocks for the global network cruise liners (AIDA, MSN, TUI, Hapag Lloyd..etc)• Building a standardised Global corporates framework that is now extended to local corporates. • Designing all the corporates process along with automated business rules to be automated in CPQ project part of future B2B corporate journey with commercial teams that brings efficiency and speed to markets. The tool will bring in savings in sales cost against revenue gains.

  • Standards & Procedures Manager

    • Jan 2015 - Oct 2016

    Develop and document standard operating procedures and policies for Groups discipline. Ensure documentation is regularly reviewed, improved, agreed, communicated and understood across all RO operational teams. Provide a single point of contact within RO for all aspects of Groups policy.Key Achievements• Designed comprehensive a Global Emirates Groups policy & Framework in collaboration with stakeholders across RO, Commercial, Finance & revenue accounts • Initiate the Groups Materialization rate project with RO stakeholders; set the corner stone for predictive modelling of group’s materialization by agents rather than standard reporting and reflect that into aggregated flight level /DCP to influence no-show.• Created a B2B GWP portal training video to reach out directly to external agents

  • Revenue Optimization Manager - Groups

    • Sep 2014 - Jan 2015

  • Revenue Optimization Analyst - Demand

    • Nov 2013 - Sep 2014

• 

  Royal Jordanian

  • Jordan

  • Groups Section Superintendent

    • Apr 2006 - Oct 2013
    • Jordan