Experience

Range across the whole data stack.

Whatever the data needs, from modeling and migration to the analytics and AI on top.

Now

AI automation and advanced analytics at MBC Shahid (MBC Group).

Span

10+ years across analytics, BI architecture, data science, and AI automation.

Industries

Media, retail, automotive, government, enterprise consulting.

Track Record

Professional experience

Companies, roles, and the work I owned in each.

MBC Shahid (MBC Group)

Full-time, 4 yrs 3 mos · Dubai, UAE

Assistant Advanced Analytics and Insights Manager

Jan 2025 - Present

  • • Shipped a GenAI-powered voice-of-customer intelligence platform unifying support, review, and social signals
  • • Designed and operationalised a CRM campaign automation platform, cutting manual setup time on recurring campaigns
  • • Delivered behavior-based attribute inference and viewing clusters feeding targeted marketing and personalization
  • • Built the profile-level feature store powering segmentation, inference, and GenAI use cases across teams
CRM Automation Voice-of-Customer Attribute Inference Feature Store Audience Segmentation

Assistant Data and Analytics Manager

Apr 2024 - Jan 2025

  • • Migrated the governed KPI layer from Power BI Premium to SSAS Tabular to resolve memory pressure at scale
  • • Expanded the ad inventory and revenue pipeline with delivery pacing, ad-serving error monitoring, and Slack-based alerting
  • • Standardised KPIs across marketing, finance, and operations through cross-functional governance reviews
  • • Mentored the BI and analytics team on DAX, SQL, and Power BI, building bench depth across the function
Semantic Layer Ad Inventory & Revenue

Senior BI Analyst

Mar 2022 - Mar 2024

  • • Designed the enterprise data model consolidating 5 source systems into a unified Silver/Gold reporting layer that became the foundation for every downstream BI, ML, and AI project
  • • Led the BI modernisation roadmap, migrating legacy reporting to governed Power BI and Tableau
  • • Built the governed semantic layer and KPI framework serving finance, marketing, and content teams
  • • Shipped Phase 1 of the ad inventory and revenue pipeline covering ad delivery, performance tracking, and reconciliation
Enterprise Data Model BI Migration

Beinex

Full-time, 3 yrs 3 mos · Dubai, UAE

Senior Consultant - Analytics

Jan 2021 - Mar 2022

  • • Owned the HHRC engagement, expanded from short-term into a multi-year delivery track
  • • Led cross-departmental Power BI workshops that drove adoption across teams previously stuck on legacy reports
  • • Rolled out self-service reporting patterns so business teams answered routine questions without queueing on an analyst
  • • Led presales, product demos, and Proof-of-Technology engagements

Business Intelligence Consultant

Jan 2019 - Dec 2020

  • • Delivered consulting across enterprise clients (ADIC, ADEC, Jaguar Land Rover)
  • • Built ETL processes with SSIS, Alteryx, Tableau Prep, and SQL Server
  • • Delivered secure dashboards with row-level security and user-specific access controls
  • • Trained end-users and senior stakeholders on Tableau, Power BI, and SQL

Al-Futtaim Engineering and Technologies (Al-Futtaim Group)

Full-time, 9 mos · Dubai, UAE

Business Intelligence Consultant

May 2018 - Jan 2019

  • • Consolidated fragmented legacy reporting into a governed BI layer that opened cross-department data access
  • • Converted static legacy reports into dynamic Tableau dashboards refreshing without analyst handoff

Scan Technology LLC

Full-time, 1 yr 7 mos · Dubai, UAE

Business Intelligence Consultant

Oct 2016 - Apr 2018

  • • Designed sales, financial, and performance dashboards in Tableau for near real-time executive insights
  • • Built interactive KPI visualisations that moved executive reviews from static decks to live drill-downs
  • • Replaced recurring manual report builds with Alteryx workflows, freeing the team from rebuilding the same exports each cycle

Stack

Skills and technologies

The tools I reach for, grouped by what they solve.

Data Engineering

Platforms, formats, and tools for building data layers.

Databricks PySpark Delta Lake PostgreSQL SSIS Alteryx

BI & Analytics

Dashboards, semantic layers, and governed metrics.

Power BI SSAS Tabular Tableau

Data Science / ML

Training, tracking, and tuning models.

scikit-learn MLflow pandas NumPy Hyperopt Optuna

AI & GenAI

Building agents, RAG systems, and GenAI workflows.

OpenAI Anthropic LangGraph RAG

Languages

The languages I write in directly.

Python SQL DAX

Cloud

Where data and AI workloads run.

AWS Azure

Credentials

Certifications

Active credentials and earlier ones kept for context.

Active

Databricks Certified Machine Learning Engineer Associate

Databricks

Databricks Certified Machine Learning Engineer Associate

Verify
Databricks Certified Generative AI Engineer Associate

Databricks

Databricks Certified Generative AI Engineer Associate

Verify
Databricks Certified Data Analyst Associate

Databricks

Databricks Certified Data Analyst Associate

Verify
Azure Data Fundamentals (DP-900)

Microsoft

Azure Data Fundamentals (DP-900)

Verify
Tableau Desktop Specialist

Tableau

Tableau Desktop Specialist

Verify

Earlier

Predictive Analytics for Business - Udacity (2020) Tableau Certified Associate Consultant (2020) Alteryx Designer Core (2020) Tableau Desktop Certified Associate (2019) Tableau Desktop Qualified Associate (2018) Tableau Partner Sales Accreditation (2018)