Career

Experience

1. Oct 2025 – Present · Dubai, UAE

   Principal Data & AI Consultant

   Independent Consulting · engagements via WPP Media, Mindshare and GroupM MENA

   Measurement frameworks, data platforms and agentic AI for airline, banking, lottery, telecom, QSR and sportswear clients.

   • Designed measurement frameworks that triangulate MMM, incrementality and attribution. Diagnosed a 2x purchase double-fire, a 1.54x revenue multiplier and a 34% attribution coverage gap in a lottery operator's GA4 and CM360 setup, and re-based reporting so media decisions ran on corrected numbers.
   • Structuring and leading a 12-month, 32-use-case CRO and personalisation programme for a flagship Gulf airline on Sitecore CDP: lean-canvas hypotheses, RICE prioritisation, A/B and market-match holdout measurement, and propensity models for next best offer, abandonment and churn.
   • Designed a difference-in-differences experiment (240-prompt panel, 190 page arms, placebo-validated readout) to measure SEO and generative-engine-optimisation content for a UAE bank, and built the TrendSpotter platform on Next.js, Supabase and GitHub Actions to operationalise the readout.
   • Reduced reconciliation effort 84% with medallion pipelines in Python and BigQuery across eight QSR markets; shipped GA4, Meta and Supermetrics pipelines on GCP with Cloud Run, Cloud Scheduler, BigQuery and Secret Manager.
   • Improved ROAS visibility 35% and surfaced 2M+ optimisation signals a week through MENA marketing analytics platforms integrating BigQuery with Meta, Google, TikTok, Apple Search Ads and Adjust; built a multi-market dashboard for a telecom group where every card states the number, what it means and what to do next.
   • Cut analyst turnaround 72% with agentic AI on LangChain for media planning, supplier intelligence and competitive analysis; built a CDP prototype with 15 priority segments and real-time activation, and a creative intelligence tool that generates Meta-ready assets from competitor ad analysis.

2. Mar 2024 – Sep 2025 · Remote

   Director, Data Architecture

   Axxel Technologies

   Enterprise data and AI strategy for a core architecture team, one roadmap across engineering, analytics and product.

   • Scaled 120+ production pipelines and reduced platform latency 40%.
   • Achieved full GDPR and ISO 27001 audit readiness and removed $250K of organisational risk through governance, IAM and automated PII tagging and lineage frameworks.
   • Eliminated $60K a year in vendor spend and improved throughput 30% by leading cross-functional delivery of real-time data products, including a social analytics engine; owned vendor negotiation, resource planning and roadmap execution.

3. Oct 2023 – Feb 2024 · Dubai, UAE

   Head of Analytics

   MAG Group

   Analytics transformation roadmap on Power BI decision intelligence for sales, finance and product leadership.

   • Unlocked $4.2M a year and raised data quality 20% by defining and executing the analytics transformation roadmap.
   • Increased sales velocity 12%, worth $1.1M a quarter, by leading ML implementation for pricing intelligence deployed as a microservice.
   • Improved deployment velocity 30% and cut overhead $60K a year by modernising the platform with Docker, Terraform and scalable governance; led the offshore analytics team and instituted KPI frameworks and value-realisation tracking.

4. Dec 2021 – Sep 2023 · Dubai, UAE

   Director of Data & Analytics

   Create Group

   Built and led a ten-person data function across data science, analytics and delivery management.

   • Drove $2.3M incremental revenue and 30% higher campaign precision by building GA4 to BigQuery to Sprinklr marketing data products.
   • Reduced acquisition cost 18% and increased LTV 22%, worth $900K a year, by launching the enterprise Customer 360 programme with segmentation and propensity models.
   • Cut infrastructure costs 28%, or $180K a year, by directing end-to-end data modernisation and migrating Tableau to AWS Fargate.
   • Owned hiring, mentoring, performance, vendor strategy and budget; scaled analytics maturity through data literacy programmes, governance standards and cross-team adoption frameworks.

5. Apr 2020 – Nov 2021 · Dubai, UAE

   Senior Executive, Data Analysis

   Publicis

   Predictive models and enterprise pipelines for automotive and QSR clients.

   • Generated $2M in annual pipeline lift and improved lead conversion 15% with a Salesforce-based propensity model for Mercedes.
   • Eliminated 99.8% data corruption and saved $120K a year by modernising McDonald's enterprise data pipelines on BigQuery; integrated predictive insights into campaign planning.

6. Mar 2018 – Mar 2020 · Dubai, UAE

   Data Analyst

   MRM

   Analytics hub and ETL quality for global agency clients.

   • Reduced reporting time 40% and saved $75K a year with an Oracle to Tableau analytics hub; lowered data errors 35% and saved $60K in rework through Python-based ETL testing.

7. Dec 2014 – Jan 2018 · Hyderabad, India

   Technical Specialist

   Accenture

   Led a 70+ analyst ad operations team with Agile methods and BigQuery-based quality control.

   • Improved ad campaign success from 40% to 85%, adding roughly $1M in annual client revenue; cut support turnaround 65% through Python automation and Looker Studio dashboards.

8. Feb 2014 – Sep 2014 · Hyderabad, India

   Analyst

   Randstad

   Geospatial data quality and onboarding SOPs.

   • Increased customer satisfaction 20% by resolving geospatial data issues through SQL and GIS scripting; authored SOPs that halved onboarding time.