The lead is responsible for driving measurable revenue, frequency, and lifetime value growth through data-driven personalization at scale across owned digital assets – mobile apps, web, and kiosks. This role owns the end-to-end CDP and personalization engine – from data strategy and insights to experimentation, scaling, and governance – while partnering closely with Brand Marketing, Product, CRM, and Technology teams. The mandate is to move personalization from campaigns to an always-on, revenue-generating growth system.

Across all markets we operate in (MENA), covering owned digital touchpoints – mobile apps, web, and kiosks – with a mandate to deliver incremental revenue uplift, increase conversion and repeat frequency, and establish a repeatable experimentation-to-scale framework.

• Define the CDP & personalization vision and roadmap aligned to business goals (revenue, retention, margin...