I hold a Master of Business Administration (MBA) and bring over 10 years of experience in category management, sales, and customer relationship management (CRM). My career has been shaped by a strong foundation in marketing research, assortment planning, commercial negotiation, and CRM (CXP & Marketing).

Most notably, I served as the Regional Head of CRM - Customer Experience at Daraz (Alibaba Group), where I led CRM strategy and operations across multiple markets. In this role, I managed regional CRM teams, ensuring alignment with business objectives and evolving customer needs. I was responsible for designing and executing data-driven CRM campaigns, managing tools and platforms, and reporting on performance to support strategic decision-making.

In recent months, my focus has been on CRM retention and engagement through omnichannel campaigns and marketing automation. I have hands-on experience with platforms such as MoEngage, WebEngage, Customer.io, Klaviyo, and HubSpot, using them to build targeted journeys across email, SMS,WhatsApp push, and in-app messaging. My approach combines strategic planning with deep data analysis to uncover customer insights, identify trends, and optimize lifecycle marketing efforts.

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