Senior Data, Analytics & Commercial Intelligence Lead with 9+ years of experience delivering measurable growth and profitability impact across FMCG and e-commerce organisations. Operates at the intersection of business strategy, digital execution, and advanced analytics to shape how companies prioritise, decide, and win at scale. Currently leading Regional Data & Business Intelligence for Unilever Arabia, with ownership of commercial performance outcomes across six markets. Sets the performance agenda by defining growth levers, decision frameworks, and intervention models that influence revenue delivery, distribution expansion, execution quality, trade effectiveness, and e-commerce performance across markets. Leads the design and institutionalisation of regional performance frameworks across sell-in, sell-out, trade stock, on-shelf availability, distribution, execution excellence, and digital commerce. These frameworks drive leadership decisions by pinpointing where value is created or lost, enabling timely course correction, sharper execution focus, improved OSA, accelerated target delivery, sustained market share growth, and structurally stronger profitability. Built and scaled enterprise analytics and AI ecosystems that embed data directly into commercial operating rhythms, planning cycles, and performance reviews. This includes automated data pipelines, KPI standardisation, advanced analytics, and AI-driven insight generation—shifting organisations from reactive performance management to proactive, decision-led execution. Brings deep experience across FMCG and digital commerce environments, combining hands-on capability in Power BI, SQL, Azure, Python, and modern data platforms with strong commercial judgment. Known for translating complex data and AI into clear strategic choices and execution priorities that materially change business outcomes.