Bridging product, design, and business to deliver customer-driven growth.
I'm a product and design leader passionate about building impactful teams, shaping meaningful experiences, and driving measurable business results. With over 15 years of experience across global brands and fast-moving digital environments, I bridge the worlds of product strategy, design excellence, and customer value.
Currently, as VP of Product & Design at Landmark Group, I lead cross-functional teams spanning Product Design, Product Management, and Analytics, delivering multi-market platforms like Shukran Loyalty and Shukran Pay, which serve millions of customers across the Middle East. My mission is to align customer needs with business growth, combining data-driven insight, design thinking, and modern AI-enhanced workflows that accelerate innovation.
Previously, I've led design and innovation for brands such as Emirates Airline, Selfridges, and Expedia, helping shape high-performing teams and transform digital experiences at scale. Whether working with startups or global organizations, I've seen that exceptional outcomes come from empowering people, creating clarity, and relentlessly iterating on impact.
I believe great leaders don't just guide product innovation... They create the conditions for design, product, data, and AI to thrive together.
Outside of my day-to-day leadership role, I'm passionate about giving back to the next generation of designers and product thinkers. I've mentored hundreds of students through Designlab and previously via CareerFoundry, helping aspiring professionals around the world strengthen their UX, UI, and product strategy skills. Through weekly 1:1 sessions and portfolio coaching, I've guided students in applying data-informed design practices, building confidence, and developing industry-ready portfolios.
I've also collaborated with Designlab as an Advisor and Curriculum Consultant for the Data-Driven Design course, helping shape course structure, content, and learning outcomes to better prepare designers for the future of product and AI-driven design. Beyond these programs, I mentor globally through ADPList, connecting with emerging designers and sharing insights on leadership, experimentation, and career growth.
