AI-Native | Globally Certified | Marketing & Commercial Leader
Scaling commerce across emerging and advanced markets.
Commercial leadership across market entry, brand demand, eCommerce, strategic partnerships, P&L discipline, business intelligence and applied AI systems.
01 / Profile
Commercial leadership for markets, brands and systems in motion.
Work at the point where growth becomes operational: building demand, structuring commercial models, scaling eCommerce, turning data into decisions and moving AI from experiment to working capability.
Senior commercial and digital leadership spanning 20+ years, 120+ brands and revenue growth across the US, UK, GCC and emerging markets.
One of only 50 people globally to be certified by Meta, Google, TikTok, Amazon, Microsoft and LVMH simultaneously.
Rare combination of chartered accountancy training, commercial leadership, marketing expertise and hands-on AI systems design.
02 / Operating Scope
One growth engine across a current 25-brand portfolio.
End-to-end leadership at Cresset with a cross-market remit across Radius Digital UAE, including P&L accountability and the conversion of omnichannel strategy into compound revenue growth.
- USD 100M contracted revenue across FY19-FY26.
- 11 long-term partnerships with 7+ year lock-ins.
- 10X digital organization scale-up over three years.
- 100+ eCommerce managers trained and deployed.
- 400 staff across the operating portfolio.
US, UK and GCC market growth.
The largest commercial markets are the US and UK, followed by the GCC. Regional expansion also included six brand launches across Saudi Arabia, UAE and Qatar.
USAUKGCCCanadaPakistanAPAC
AI embedded in real operating workflows.
Unified CRM, generative creative systems, Power BI intelligence and applied AI capability deployed to improve cost, speed, decision quality and execution.
- 70%
- customer-service cost reduction
- 50%
- creative cost reduction
- 5+
- applied AI and data system categories
03 / Selected Stories
Designed and shipped systems beyond the demo layer.
Hands-on work spans product architecture, data pipelines, semantic scoring, agentic automation and cloud deployment across talent intelligence, visibility, customer operations and commercial decision support.
Commercial leadership for a company-launched marketplace.
Cresset Ventures launched the VC-funded discount-stock marketplace with two partners. Led its commercial strategy, GTM, PR, category management and customer acquisition; USD 500K seed funding and 60,000 customers in Year 1.
Turned a fashion platform into a multi-market commercial story.
Drove strategy, exhibitions, PR, media buying and digital sales. Singapore, London, Doha and Dhaka are live; Riyadh and Sydney are in pipeline.
Created demand before the market had a label for it.
Identified a new seasonal product category and aligned 25 designers around a coordinated market narrative that the wider industry followed.
04 / Credentials
Certified across the platforms shaping modern commerce.
The platform depth supports the commercial work: media strategy, performance marketing, measurement, brand experience and AI-enabled execution.
05 / Experience
Built from zero, then rebuilt for scale.
A compact record of the roles, ventures and operating mandates behind the results.
Head of Marketing and Sales
Cresset Ventures Limited | Radius Digital UAE. Current 25-brand portfolio, 400 staff, P&L remit, growth, eCommerce, applied AI systems, Power BI intelligence and cross-market expansion.
Co-Founder and Chief Business Officer
Optimize Global. Built a 50-client, three-division operation across digital marketing, IT sales and recruitment BPO.
Marketing and Sales Manager
Zahra Ahmad. 400% brand growth, 27-store expansion, USD 6M annual revenue at peak and early fashion eCommerce.
Unit Head, Budgeting and Reporting
PEOPLE / Orix Properties. USD 5M raised across four deals and JV structuring with Orix Corporation Japan.
Financial Advisory
Moore Global. Due diligence, restructuring and transaction work including the merger that formed Samba Bank.
06 / Capabilities
Architecture, growth and market expansion.
Commercial architecture, GMV growth, market entry, strategic partnerships, omnichannel experience, P&L governance, brand strategy and customer lifecycle growth.
Performance, organic and measurement systems.
Meta with and without Advantage+, Google Search, Display and Video, TikTok, SEO/AEO, SEM, influencer marketing, email, Power BI and attribution.
Production builds, automation and intelligence.
Product architecture, data pipelines, agentic automation, semantic scoring, cloud deployment, Social CRM, Shopify, Power BI and generative creative systems.
Exchange ideas on growth, markets and transformation