Profile
Commercial and partnerships leader combining enterprise SaaS sales, solutions consulting, and founder experience.
Track record opening new regions, building early offices, and driving revenue for platforms in event tech, L&D, food tech, and emerging infrastructure (QR, kiosks, edge-native SaaS).
Fluent in both commercial and technical conversations, including WhatsApp integrations, AI-powered workflows, marketing automation, and performance marketing that connect GTM directly to product usage.
Experience
Lead GTM and commercial strategy for a multi-product technology company spanning kiosks, QR, media, and SaaS platforms.
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Developed and executed GTM strategies for Nodo (micro kiosk network), Quro (QR ecosystem),
Hiero (rapid app platform), and SaaS products like ImpactCanvas and Topolo Bytes.
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Built early customer relationships in retail, NGOs, and digital media, moving engagements from concept and pilot to longer-term agreements.
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Created pitch narratives, demos, and collateral that articulate both business value and technical differentiation to non-technical decision makers.
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Worked directly with product and engineering to prioritise roadmap items tied to real revenue opportunities and partner feedback.
Built Livefreshr from zero to a recognised food tech brand in the UAE, leading sales, partnerships, and growth.
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Managed B2C and B2B sales for meal kits and meal plans, owning the full commercial funnel from acquisition through retention.
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Secured and nurtured corporate partnerships and events, tying Livefreshr's offering to employer branding and wellness initiatives.
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Designed and executed digital marketing campaigns, content strategies, and community initiatives to drive sustained demand.
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Partnered closely with engineering to ensure Livefreshr's SaaS tools (JustCook, JustFeed) supported and amplified GTM efforts.
Helped establish and grow Cvent's Middle East presence, selling event tech and hospitality cloud solutions into agencies, corporates, and venues.
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Joined the Dubai office in its early phases, supporting growth from a small startup-style footprint into a larger regional operation.
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Progressed from mid-market territory management to owning the entire Middle East for third-party planners, with clear quota responsibility.
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Partnered with SDRs to build pipeline, ran discovery-driven demos, managed complex sales cycles, and negotiated contracts with multi-stakeholder buying groups.
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Adapted quickly to hybrid then fully remote selling during COVID-19 while maintaining disciplined forecasting and CRM hygiene.
Solution Consultant / Project Manager & Account Manager
XpertLearning
Apr 2012 – Sep 2016 UAE
Combined new business, account management, and solution consulting for learning and talent platforms across the GCC.
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Served as the first Cornerstone OnDemand certified solution consultant in the GCC, leading RFPs, demos, and implementations.
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Managed a hybrid role across business development, sales cycle management, client engagement, and technology-enhanced learning consultation.
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Supported marketing through website redesign, campaign input, and the advertiser-funded L&D magazine XpertInsight.
