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Sign InNeom Company
Head of Customer Experience
With more than 20 years of international experience, I am a Customer Experience (CX), Service Design, and Transformation leader specializing in the design and delivery of customer-centric strategies across government, mobility, and public-sector organizations. Throughout my career, I have led large-scale transformation initiatives that have improved service performance, accelerated digital adoption, strengthened customer trust, and delivered measurable business value across organizations including NEOM, the Roads & Transport Authority (RTA) Dubai, the World Bank, Dubai Customs, Smart Dubai, and the Government of Ontario.
Currently, I lead Customer Experience for NEOM's multimodal mobility ecosystem, helping shape the future of mobility through customer-centered design across emerging transport modes including rail, autonomous mobility, micromobility, water transport, and advanced air mobility. My work focuses on embedding customer insights, human-centered design principles, and service excellence into strategy, planning, design, delivery, and operations.
Over the years, I have developed CX strategies, operating models, governance frameworks, customer insight programs, and service design capabilities that enable organizations to make better decisions, deliver better experiences, and achieve sustainable outcomes. I am passionate about translating customer needs into actionable business strategies and building cultures where customer-centricity becomes a catalyst for innovation, transformation, and growth.
Beyond my professional role, I actively contribute to the advancement of the CX profession through industry engagement, mentoring, and thought leadership. I have been invited by the International Association of Public Transport (UITP) to design and deliver executive training programs on Service Quality and Excellence in Public Transport in North America and Europe.
I welcome opportunities to connect with fellow CX professionals, exchange ideas, and collaborate on initiatives that advance customer experience, service innovation, and organizational transformation.
