Where the experience comes from
A decade across consulting, CX, research & technology
My experience spans Big Four consulting, customer experience, research, product, and CX technology across the GCC; giving me the ability to move from diagnosis and strategy into the processes, operating models, and systems behind the experience.
30+
Enterprise, SME & government engagements
120+
Processes assessed and redesigned
170+
Government employees trained on digital accessibility
Track record
Roles that built the practice
Consultant
Independent Consultant
Amman · Jan 2026 – Present
- Developed a 5-year strategic direction and operating model for an international public-sector commission operating across 17 countries: 10 strategic initiatives across 5 pillars, each with KPIs, targets, timelines and ownership, and a full roadmap through 2030.
- Conducted a product audit for an omnichannel CX platform and proposed a prioritized feature roadmap supported by low-fidelity prototypes to guide development decisions.
- Developed go-to-market strategy and brand positioning for a premium Italian clothing brand expanding into Jordan.
CX Strategy, Success & AI Enablement Lead
Clarity
Amman · Jan 2025 – Jun 2026
- Managed a portfolio of 8+ enterprise and government accounts across the GCC, including Saudi Electricity Company, STC, Bank Al Etihad and Tamimi Markets, from onboarding through renewal and expansion.
- Secured three major renewals in Q1 2025 by co-building success plans tied to client CX goals and demonstrating platform value ahead of contract deadlines.
- Drove a 40% lift in platform adoption through tailored training, on-site workshops and one-to-one enablement; onboarded 15+ stakeholders on a single account and surfaced four unrecognized use cases in one client session.
- Managed the full contract lifecycle including a deal worth nearly USD 2M.
- Identified and progressed expansion opportunities across Voice Analysis, Agent Co-Pilot, Employee Experience and social-media live-alerting.
- Directed a team of 3 analysts and guided enterprise clients on practical adoption of generative AI in CX, quality assurance and employee enablement.
Senior Consultant
PwC
Amman · Jul 2022 – Jan 2025
- Led a national programme to enhance digital accessibility across government digital services: developed accessibility guidelines, trained 170+ government employees and organized awareness events for digital transformation leaders.
- Delivered a major BPM transformation for a Saudi government entity: documented 100+ processes, identified critical gaps and redesigned workflows and service catalogues using BPMN and agile methodologies.
- Contributed to business development through co-designing approaches, budgets and RFP responses for public sector clients.
- Designed and delivered workshops on CX, digital accessibility and communication skills.
Assistant Manager, CX & Market Intelligence
Jeeny
Amman · Jan 2021 – Jun 2022
- Established and led the company's first CX and Market Intelligence department.
- Improved NPS and customer satisfaction through quality enhancements to physical and digital experiences.
- Launched and managed Field Research and Mystery Shopping Units, delivering insights from 60+ assessments directly into UI/UX and product decisions.
- Conducted customer journey mapping, VOC programmes and app usability testing.
Senior Research Analyst
Samsung Levant
Amman · Dec 2019 – Dec 2020
- Designed and implemented internal systems to improve employee experience, including a streamlined business travel approval platform.
- Reduced reporting timelines by 50% through Power BI dashboards, automation and advanced analysis methodologies.
- Monitored sales partner data accuracy and ensured alignment with regional reporting standards.
Executive Researcher
Ipsos MENA
Amman · Jul 2017 – Nov 2019
- Delivered VOC, customer journey mapping and UX research across banking, telecom, transportation, automotive and government sectors.
- Led large-scale compliance research for the King Abdullah II Excellence Awards, overseeing 150+ mystery shoppers assessing 60+ government entities monthly and producing 750+ reports in one year.
- Managed mystery shopping and compliance programmes supervising 50+ mystery shoppers and 10 validators across multiple industries.
- Mentored junior analysts and contributed to business development.
What I bring to a room
Most customer problems cross organizational boundaries. So does my experience.
Consulting
I can structure ambiguous enterprise problems and get them into a form leadership can act on.
Customer experience
I understand journeys, services, VoC and how CX needs to operate beyond the CX team.
Research & product
I can get close enough to customer behaviour to avoid designing strategy from assumptions.
Technology
I can translate the business need far enough into requirements, platforms and implementation decisions that the strategy doesn't stop at PowerPoint.
Credentials & community
The record behind the work
CCXP
Certified Customer Experience Professional, Customer Experience Professionals Association.
CKPIP
Certified KPI Professional, KPI Institute.
B.Sc. Industrial Engineering (Honours)
University of Jordan.
ElevateME Mentorship Programme
Iraq and Libya Lead at PwC (2023–2024). Led a team of three PwC employees delivering mentorship sessions to 30 students across 4 months.
Let's talk.
Currently taking on new strategy, product, and CX clients. The best place to start is a short call.