Skill set
Dina in a few words
Customer Experience & Operations Executive | Strategic Advisor | Digital Transformation Specialist
Based in UAE | Available for Global Consultancy Engagements
Senior business executive with 20 years of experience leading Customer Experience, Strategy, and Operations across high-growth environments in fintech, transportation, technology, and FMCG sectors. I have successfully built and scaled customer-centric organizations, developed end-to-end service strategies, and delivered measurable improvements in satisfaction, retention, and operational efficiency.
Most recently served as SVP of Customer Experience Strategy & Operations at Tamara, and previously led Uber MENA’s Customer Experience function, overseeing support operations across 7 countries and managing large, multi-site teams. Known for driving transformation through data-led decision making, cross-functional alignment, and disciplined execution.
Areas of expertise include:
Customer Experience Design & Governance
Omni-channel Strategy & Contact Center Optimization
Voice of Customer (VoC) Programs
Operating Model Transformation
KPI Development & Performance Management
BPO Strategy & Vendor Management
Organizational Scaling & Leadership Development
I advise companies seeking to enhance their customer experience maturity, operational performance, and service delivery frameworks — whether in preparation for scale, restructuring, or market expansion.
Experience
- TamaraSVP Customer Experience Strategy & OperationsTECHFebruary 2022 - Today (3 years and 3 months)• Develop and implement a global and holistic Customer Experience culture and practice as well as customer-centric service strategy that builds and sustains customer loyalty.• Accountable for driving an "outside-in" mindset, focusing on improved customer experience through high-impact customer journeys, performance indicators, and implementing CX management disciplines across the organization.• Build a scalable Customer Care organization and manage a rapidly expanding workforce of Customer Service managers and experts across multiple sites, regions, and languages.• Generate customer experience initiatives using various data sources like VOC, web analytics, scorecards, surveys, and competitive analysis to enhance global satisfaction and efficiency KPIs.• Advocate on behalf of customers when collaborating with sales and product development to improve the service delivered to customers.• Continuously improve and monitor all aspects of the Customer Experience organization, including planning, recruitment, learning, training, operations, KPI, quality management, technology tools, innovation, agent performance, and BPO management.• Key Result(s): Provided strategy and operational leadership for customer experience programs that resulted in a 253% improvement in customer satisfaction and retention.
- UberHead of Customer Experience Strategy & Operations - MENA regionTECHJanuary 2017 - January 2022 (5 years)• Led the support operations of the biggest region across EMEA within Uber, covering 7 countries with complex operational landscapes.• Managed a team of 160+ members with heavy investment in coaching and development, as well as overall customer experience operations management, including BPOs and in-person support hubs.• Led strategic formulation, customer experience, service strategies, quality control, and collaborative action plans to enhance customer centricity across all touch points and business units.• Collaborated with MENA leadership to develop a customer experience vision and strategy, providing oversight for its successful design, development, and execution.• Led the Customer program, capturing customer experience insights, identifying pain points, building cross-functional teams, and leading solutiondesign and implementation.• Effectively designed and restructured processes that scale across the MENA region, enabling efficient operation and growth.• Fostered efficient and productive working relationships through cross-functional collaboration with various departments like Product, Marketing, Tools, Policy, Legal, and Finance.• Improved business operational leverage by minimizing costs within the support and fraud areas, while maintaining a high-quality customerexperience.• Selected among the 2% of the company population that participated in Uber's flagship program for Executive leadership brand building in San Francisco.• Implemented innovative and exciting customer experience strategies that delivered a consistent and trusted brand experience, created competitive advantage, fostered customer advocacy, and ultimately drove growth by 250%.
- PepsiCoCapital Planning Manager - AMENA SectorJanuary 2015 - December 2016 (1 year and 11 months)• Acted as the project manager for the new AMENA CAPEX Business portal tool.• Led the development of Annual Operating Plan (AOP) and Strategic Business Plan (SBP) on CAPEX for AMENA Sector.• Managed robust Rolling Forecast consolidation process on CAPEX for AMENA Sector. Drove data quality and forecast accuracy.• Actively monitored and analyzed monthly actual spending vs. plan and vs. forecast by project and by Region. Identified key variance and underlying reasons/root cause.• Prepared CAPEX payment projections for cash flow planning and CAPEX status to support capitalization of asset planning.• Prepared monthly CAPEX performance report by project to be reviewed by AMENA Sector CEO as well as Operations function Heads.• Collaborated with Operations function Head and Sector engineers to identify risks and opportunities in CAPEX. Developed cost-saving strategies and mitigation plans for any overrun, and monitored the implementation of these strategies/plans.• Performed Annual Audits for previous CAPEX approved, to ensure compliance with Controls and policies.• Improved forecasting accuracy from +/- 15% to +/- 3%, while positioning the organization to save more than $8M.
Recommendations
Education
- Bachelor of Science in Business Administration - EconomicsCairo University2005Bachelor of Economics, Minor in Business Administration