I have spent my career launching & building scalable digital products in the Loyalty & Leisure space. I want to apply my skills & knowledge to build products that make everyday life a little bit easier.
End to end content journey - Writing, editing, curating, SEO, CDN management
Certified Scrum Master, Agile development, Roadmaps, delivery strategies, Sprint Planning & retrospectives, QA & User Acceptance testing
Wireframing & Prototyping on Whimsical, Figma, Marvel & Miro
Leveraging Analytics data to derive insights that drive product growth & engagement, Surveys & Usability Testing, User Research
Tools
Prototyping
Whimsical, Invision, Marvel, Figma, Miro
Analytics & Reports
Excel, Google Analytics, Piktochart, UXPressia
Platforms
WordPress, eZpublish, Wix, Google Analytics (Certified), Google Tag Manager, Google Search Console, Opera (OCIS, ORS, OBIEE)
Project Management
JIRA, Confluence, Team Gantt, Asana, Slack, Trello, Basecamp
Technical Product Owner, Loyalty
Dubai, UAE
Travel , Aviation Loyalty Programme
September 2021 - Present
Refined the goals & objectives set for Emirates Airlines Loyalty programs and Customer Affairs with key stakeholders (Skywards, Business Rewards & Customer Affairs) to define features that fed a healthy backlog for 2 Agile development teams. Reviewed and aligned backlogs to reflect business roadmaps to ensure that Product Vision is the focal point throughout the year
-
Refines revenue-boosting & member-activating features for Skywards, Business Rewards & Customer Affairs to deliver YoY profit growth (overall airline) of 62% in 2023
-
Maintains a healthy backlog by slicing features into deliverable user stories for 2 teams of 25+ engineers to power Loyalty functionalities
-
Improved Skywards login & enrolment to increase member acquisition by 11% in 2023
-
Relaunched the Skywards Family program (Group Loyalty) and broadened Executive Platinum privilege usage at airports to increase award redemption by 15% in 2023
-
Rolled out Risk-Based authentication to several Loyalty partners on login & redemptions to protect 2% of gross revenue leakage through fraud prevention in 2023
Projects & Achievements:
2022
- Launched Premium Economy as a fourth cabin along with 14 teams & over 500 applications in EK IT landscape
- Launched Skywards + Barclays co-branded card proposition with tier fast-track to GOLD tier
- Enhanced triggered email upgrades for Skywards members
2023
- Expanded redemption of member privileges for top-tier members (Executive Platinum Privilege & Skywards+) to check-in desks and airport lounges
- Reinstated pre-Covid spend thresholds for Executive Platinum Privilege
- Launched Skywards Miles@Mall to introduce a new award redemption proposition to US, UK & UAE markets
- Introduced 3 new parameters to display customized offers to Skywards members while in-path on the EK booking engine
2024
- Revamped Skywards My Family program (group loyalty) to allow Redemptions by family members
- Introduced Partner & Market level capping of award redemption limits for US Financial partners
- Facilitated the changes to Accrual & Redemption values by Skywards
- Powered Biometrics enrolment for Skywards members through the EK mobile app
- Enabled SSO login for Loyalty partners like Dubai Mall, Sita on Air
Director of E-commerce Applications
Dubai, UAE
Travel & Hospitality, Loyalty Programme
October 2013 - September 2019
Promotions
2018: E-commerce Applications Manager → Director of E-commerce Applications
2016: Online Content Manager → E-commerce Applications Manager
Oversaw the management of all aspects of e-commerce P&L through forecasting, scheduling, budget development, and revenue generation. Analysed and improved performance, stability and scalability of web & Mobile products and API’s.
- Grew materialized revenues by 70% in 2016, 63% in 2017, and 26% in 2018
- Accelerated online Award Redemption by 25%, 41%, and 25% in 2016, 2017, and 2018 respectively
- Strategically reduced departmental costs by 35% over 2018 and 2019 by implementing efficient QA & regression testing processes that reduced monthly spend on bug fixing & drastically improved the quality of future batch releases.
- Served as the Subject Matter expert initiatives related to web and mobile app development and implementation.
- Managed all third party relationships with appointed web agencies and other vendors
DISCOVERY Loyalty website
- Rehauled Forgot Password work-flows in 2018 for a simpler user experience & quicker turn around time, reducing customer service complaints by 10%.
- Successfully launched 'Special offers' section in 2017 with back-end approval work flows & QA checks to ensure accuracy and availability for published offers
- Re-launched mobile responsive B2C websites (discoveryloyalty.com, ultratravelcollection.com)
DISCOVERY Loyalty apps
- Developed & delivered a mobile-first product strategy, launching mobile responsive websites & mobile apps that resulted in 70% YoY growth in online booked revenue for 2016
- Synchronized product features across platforms to increase mobile app downloads by 98% and 248% in 2017 and 2018
Content Management
- Managed CMS platform support for 1500+ MAU (B2B), onboarding for new member brands and hotels
- Boosted web customer experience by optimizing the quality of design, content, and functionality for the CMS.
Projects
2019
- Overhauled SEO strategy for over 5000 live pages to increase organic search traffic.
- Integrated a reviews and rating platform to gather product feedback (Bazaarvoice)
2018
- Launched GDPR compliance for all customer platforms, integrated a 'Consent Manager' to store and/or manage data & marketing consent
- Transferred root domains from gha.com to discoveryloyalty.com
2015
- Launched luxury sector website for ultratravelcollection.com
Sales & Marketing Coordinator
Dubai, UAE
Leisure & Entertainment
March 2012 - September 2013
Sales
- Served as the dedicated sales coordinator for a client portfolio worth USD 4 million
- Generated leads from social media & email campaigns
Marketing
- Created and delivered digital channels on YouTube and Facebook
- Updated & maintained the company website
- Built an online catalogue of over 500 products complete with reviews & supplier videos
- Built & delivered weekly email campaigns to clients & subscribers
- Prepared printed marketing collaterals & coordinated marketing activities for tradeshows
Prior experience in Events & Administrative roles in diverse industries since 2006
Education
2013
B Sc. In Business, International Programme
University of London
2020
PG Diploma in Product Management
Duke CE & Upgrad
Certifications
SAFe Certified PO/PM , SAFe® Scrum Master (5.0), 2022
Certified Scrum Master, Scrum Alliance, 2018
PRINCE2 Foundation, Axelos, 2020
Advanced Google Analytics & Google Analytics Individual Qualification, Google, 2020
Project Management Foundations, LinkedIn, 2020
Inbound Certified, Hubspot Academy, 2019