Ash Lane

Partnered with retailers, NGOs, and media groups to digitise customer journeys using kiosks, QR ecosystems, and edge-native platforms.

• Designed pilot programs that connected physical kiosks, QR prompts, and WhatsApp journeys to measurable outcomes.
• Led cross-functional squads delivering content systems, analytics, and automation that modernised in-store and event experiences.
• Developed transformation playbooks covering change management, training, and rollout sequencing for partner teams.
• Measured impact through dashboards tying engagement, conversion, and revenue lift to transformation investments.

Digitised Livefreshr’s meal kit operations and customer journeys, blending physical production with connected digital experiences.

• Implemented end-to-end SaaS platform (JustCook) connecting procurement, production, and delivery data.
• Launched customer-facing experiences (JustFeed app, QR menus, kiosks) with real-time logistics and support.
• Introduced analytics and automation that improved forecast accuracy, reduced waste, and increased satisfaction.
• Led change management, training, and communication plans ensuring adoption across kitchen, logistics, and customer teams.

Helped establish and grow Cvent's Middle East presence, selling event tech and hospitality cloud solutions into agencies, corporates, and venues.

• Joined the Dubai office in its early phases, supporting growth from a small startup-style footprint into a larger regional operation.
• Progressed from mid-market territory management to owning the entire Middle East for third-party planners, with clear quota responsibility.
• Partnered with SDRs to build pipeline, ran discovery-driven demos, managed complex sales cycles, and negotiated contracts with multi-stakeholder buying groups.
• Adapted quickly to hybrid then fully remote selling during COVID-19 while maintaining disciplined forecasting and CRM hygiene.

Combined new business, account management, and solution consulting for learning and talent platforms across the GCC.

• Served as the first Cornerstone OnDemand certified solution consultant in the GCC, leading RFPs, demos, and implementations.
• Managed a hybrid role across business development, sales cycle management, client engagement, and technology-enhanced learning consultation.
• Supported marketing through website redesign, campaign input, and the advertiser-funded L&D magazine XpertInsight.