I am an accomplished Design Director with expertise in product design, design program management, design systems, and design operations. Over 10 years, I’ve managed and led design across various roles and spent 5+ years hands-on as a UX designer and design thinking workshop facilitator. My journey includes a transformative year leading design at IBM, where I honed my skills in design thinking workshops, UX design, user research, and collaboration with cross-functional teams.
As the Head of Design at Delivery Hero MENA, talabat, I steer a talented team across Content Design, Design Operations, and 4 Product Tribes, driven by a mission to craft a world-class online delivery experience in the Middle East.
Key accomplishments:
- Global Rebranding: Spearheaded the rebranding of talabat across 9 markets, amplifying user engagement
- Strategic Team Growth: Orchestrated a 45% surge in the design team within a year, scaling strategically
- Cultural Cultivator: Established a culture of design excellence, founding an in-house design studio
- DesignOps Pioneer: Founded and scaled a dedicated Design System team, growing from a single member to a high-performing team of 7 specialists, developing vision, strategy, competency frameworks, and engagement models
- Championed the hiring of the organisation’s first UX engineers, integrating crucial skill sets
- Partnership Architect: Forged robust cross-functional partnerships, reducing friction, and improving collaboration
- Design System Trailblazer: Drove the strategic rebrand and implementation of a design system, achieving a seamless brand experience
- Scaling Visionary: Established a vision and strategy for scaling the design system, gaining executive buy-in with a remarkable 98% adoption rate
- Team Impact: As the Head of Design, significantly leveled up the design team, achieving a 30% impact increase (EOY performance)
- Spearheaded initiatives that significantly elevated design maturity, focusing on team operations, hiring processes, design visibility, and quarterly showcases
- Community Builder: Established and leading the DesignOps MENA community in Dubai, UAE, pioneering regular events to unite design, product, tech, and brand professionals
I love to share knowledge by writing on my blog and giving talks about all things design and leadership.
If you’d like to know more, I’d welcome a connect.




















