Implemented ERP and accounting systems for SMEs end-to-end, from requirements gathering to rollout, with hands-on product and UX responsibility. Translated stakeholder needs into ERP workflows and system logic, and designed user experiences (screens, forms, and daily user flows) to support adoption. Configured Odoo and Zoho Books modules such as accounting, inventory, and invoicing to match each client’s operating model. Owned the full implementation lifecycle including scoping, configuration, data migration, user training, and post go-live support while acting as the bridge between business users and the system.

Performance Marketing Manager at THREE59

January 1, 2019 - May 31, 2026

Owned end-to-end paid user acquisition for a UAE digital marketing agency, covering e-commerce performance and mobile attribution. Planned and scaled campaigns across Meta, TikTok, Snapchat, and Google Ads with optimization toward ROAS, CPA, and contribution margin. Managed the full AppsFlyer setup (media-source configuration, in-app event mapping, attribution windows) and used cohort/LTV reporting to evaluate channel quality beyond installs, including retention, repeat purchase, and ROAS by media source. Built reporting dashboards tying ad spend directly to sales and downstream customer value using AppsFlyer and GA4. Ran continuous A/B testing across catalogs, audiences, and landing pages to improve conversion rates and scale profitable spend.

Relationship Officer at SME Banking

January 1, 2013 - December 31, 2016

Managed SME portfolio and performed financial analysis, assessed credit risk, built client relationships, and supported business growth.

Accountant at Alakaal

January 1, 2009 - December 31, 2013

Recorded daily transactions (journal entries, invoices, payments), managed Accounts Payable (AP) and Accounts Receivable (AR), performed bank reconciliations, and ensured ledger accuracy. Supported month-end and year-end closing, prepared financial statements (P&L, balance sheet, cash flow), ensured tax compliance (VAT/corporate tax), supported internal/external audits, monitored expenses, assisted with budgeting, and maintained documentation and filing.