At Ferns N Petals in Dubai, I lead commercial planning for an AED 40 million marketplace business across Amazon, Noon, Talabat, Careem, Deliveroo, and quick-commerce channels. I helped scale marketplace revenue 3.5× through pricing optimisation, commercial planning, and channel expansion.
I run monthly P&L and marketplace performance reviews, translating ROAS, CPC, conversion, sales, and operational data into pricing, promotion, assortment, and marketing-investment decisions. I reduced advertising investment from 20% to 15% of revenue through ROAS-led budget optimisation while supporting growth.
Previously at FDC International FZCO, I supported a USD 16 million digital commerce business for Lenovo, Acer, Western Digital, SanDisk, TP-Link, and Energizer across the UAE and Saudi Arabia. I built SAP ECC-integrated dashboards, reduced inventory ageing by 25%, and improved product availability to 90–96%.
