Projects
Digital journey reviews 1 project
End-to-end reviews of live tourism journeys, walked as a visitor.
01 Package VisaPrivate
- Page
- visitsaudi.com/campaigns/
package-visa - Languages
- English & Arabic
- Devices
- Desktop & iPhone
- Findings
- 13 — 6 must fix
An independent end-to-end review of Saudi's visa-with-booking campaign. Both authorised sellers were walked to their deepest priced screen, in English and Arabic, on desktop and phone, from all seven eligible markets, alongside the page's own visa guidance, destination cards and FAQ. The full report is private.
Request access I have a passwordReviews carry client journeys and named findings, so they are shared on request. I read every request myself.
What I work on
Analytics & BI
Power BI and DAX, semantic modelling, SQL, forecasting, and dashboards built for people who have to decide something.
Marketing measurement
Attribution modelling, campaign and offer validation, media performance, loyalty and spend analysis.
Digital journey review
End-to-end QA of tourism sites and booking journeys — bilingual, multi-device, every finding carrying its evidence.
Research & geospatial
Geospatial pipelines at scale and published research.
Experience
Senior Specialist, Data Analytics
Domestic tourism marketing analytics, trade marketing and campaign validation. Author of the Tourism Enablers & Drivers framework, adopted across STA departments as a shared reference for performance discussions. Owns the booking and user-journey validation step for visitsaudi.com offers, and builds the trade, influencer, attribution, paid-media and visitor-care reporting the domestic team plans against.
Specialist, MIS & Marketing Analytics
Customer and marketing data warehouses, campaign targeting through SAP Hybris, and loyalty and consumer-spending analysis across Saudi banks — including a spend simulator that shaped marketing strategy. Played a key role in the bank's Real Madrid partnership, focused on improving the club's data processes. Attended Cannes Lions 2024.
Business Intelligence Analyst
Served roughly fifteen B2B product and sales managers. Owned annual operating-plan budgeting and forecasting across 51 B2B products with quarterly revisions, and built the sales pipeline analytics suite, a Huawei 5G live dashboard and executive progress reporting across more than forty Power BI dashboards.
Geospatial Technical Lead
Joined the Clinical Research Center as a volunteer analyst and grew into geospatial lead. Built Google Maps API pipelines covering over a million data points across Riyadh, mapping retailers and food outlets against educational facilities.
Education
Master of Science
Bachelor of Science
Contact
Let's talk.
Open to conversations about analytics, measurement, and digital journey work.