Strategic and visionary MarTech leader with 18+ years of experience driving digital transformation, data strategy, and personalisation across B2B and B2C organisations in EMEA, the UK, and Asia. I specialise in building scalable MarTech ecosystems that deliver commercial impact, customer engagement, and sustainable ROI.
Currently leading global MarTech strategy at HSBC, enabling 20+ markets through enterprise-wide programs that elevate customer experience and unlock measurable value. My work spans first-party data frameworks, advanced tracking and taxonomy systems, Gen AI–driven content automation, and CDP adoption to power precision targeting and omni-channel engagement.
A strong cross-functional collaborator with CRM, Sales, and Data teams, I focus on improving customer acquisition efficiency and lifecycle personalisation through technology and insight. Recognised industry speaker and thought leader on personalisation, data ethics, and customer trust, with regular appearances at global, EMEA, and GCC conferences.
Recent focus areas include:
• Rolling out unified mobile tracking & taxonomy systems to improve campaign measurement across paid and owned media
• Launching a global first-party data playbook and CDP program, driving better segmentation and personalisation
• Deploying Gen AI solutions for scalable content, reducing cost and time-to-market
• Leading the Marketing Preferences Blueprint, enhancing customer control and compliance across channels
• Partnering with CRM and Sales to drive omni-channel experience and acquisition efficiency
• Managing and enabling regional MarTech teams through governance, toolkits, and capability frameworks
I’m now focused on bringing this global expertise to the GCC — helping organisations build modern MarTech partnerships, transform customer engagement, and drive ROI through data, AI, and personalisation.