Fractional Consultant | Product UX/UI & CRO | Commercial Growth |ex-Delivery Hero & Alibaba
Ammarah had a ton of ideas and easy to follow advice on improving our website, plus it was a pleasure talking with her! She inspired me with her upbeat positive approach. I left with multiple action oriented next steps that I am excited about implementing! I really appreciate it!!
Ammarah was exceptional in helping me with the UX/UI of my product and the conversion optimization of my product flows. Her input was actionable and practical, being driven by her diverse background and experiences! I highly recommend her if you need support in those areas of your activities! Thank you, Ammarah!
Ammarah is a great mentor. She asked the right questions and grounded her advice in her own journey. I came in with questions around niching, and she described how she broke down her own positioning until it clicked.
Fractional CRO and growth leader with 10+ years of P&L ownership scaling e-commerce, food delivery, and q-commerce platforms at Delivery Hero (Talabat, Foodpanda) and Alibaba Group (Daraz). Led teams of 200+ across 15 markets. Now I help founders find and fix the revenue leaking from their existing traffic through psychology-driven conversion optimization and UX. Things I can help you with: ✅ Conversion rate optimization for e-commerce ✅ Increasing average order value without more ad spend ✅ Psychology-driven UX and product design ✅ A/B testing and experimentation strategy ✅ Checkout and funnel optimization ✅ Turning data into actionable insights ✅ Validating ideas before launch ✅ Designing seamless product flows ✅ Building high-performing teams ✅ Establishing processes that drive results Here to support you and your team's growth. Let's connect and work together towards your success - excited to help however I can!
Worked with 2 different bootstrapped start-ups, one in the health-tech industry and one in the q-commerce B2B industry to launch the initial business on a minimal budget and as part of a very lean team
Worked in both early age start-ups as well as start-ups in the scaling stage and set up overall team structures as well as new teams in multiple countries
Worked on optimizing the platform's (web and app) customer journey in both e-commerce and q-commerce. Well-versed in creating strategies to drive micro-conversion rates as well as overall conversion rate
Launched and set up customer success teams and processes from scratch in 2 different international markets for different target audiences in both B2B as well as B2C business model structures
Worked with the Product team in most of my roles to review the customer journey and experience on the platform, evaluate the bottlenecks, identify growth techniques to increase micro-conversions throughout the interface in order to ensure the product was customer-friendly and easy-to-use
Worked cross-functionally to review and optimize the different stages in the workflow lifecycle. Collaborated with teams to carry out A/B testing in both product as well as strategy. Well-versed in using data-based evidence to validate ideas objectively
Led large teams spread across 5 different countries. Experienced in setting up teams in the office as well as remotely across different experience levels. Mentored multiple teams to enable their personal and career growth and improve performance
Well-versed in using the Figma suite of products. Built multiple web and app designs and prototypes on Figma and FigmaMake for various on-job roles as well as client projects.
Used Google Analytics for monitoring traffic on the platform, reviewing campaign performance, understanding customer platform journey, evaluating platform search trends and search funnel performance and creating action plans accordingly
Used google studio as a primary platform for development of customer dashboards to monitor business health and create better visibility for senior management on key topics
Used Tableau as a key platform for tracking of dashboards to monitor business health and deep dive into data for better monitoring and understanding of the business and creation of data-driven strategies
Worked in 2 organizations, one of which was a dedicated e-commerce business model focused exclusively on B2B customers across all organization functions as one of the founding members.
Worked in e-commerce for over 3 years, across 5 different international markets in South Asia and Southeast Asia alongside industry leaders such as the Alibaba Group
Started my tech industry career in an early-stage online pharmaceutical and medical services start-up. Worked on developing the ideation further and increasing reach and offerings of the platform.
Worked in 4 different companies across 6 countries understanding different customer insights and customizing our business model and approach for better chances of success
• Precision Consulting Group helps growth-stage e-commerce, food delivery, and q-commerce businesses convert more of their existing traffic into revenue. • We use psychology-driven CRO and structured experimentation to improve conversion rates, average order value, and retention. No new ad spend required. • Our work has delivered +58% revenue growth, +40% conversion rate, and +35% AOV for operators at Delivery Hero, Alibaba Group, and growth-stage partners across 15 markets.
talabat's food delivery business works with over 27,000 brands and almost 50,000 branches, while our q-commerce concept, talabat mart, now delivers groceries to customers in Bahrain, Egypt, Jordan, Kuwait, Iraq, Oman, Qatar, and the UAE in 30 minutes or less! • Lead regional operations for the Account Management function across 8 markets, driving strategic transformation, performance enablement, and process excellence for 320+ sales professionals • Co-own with DH Central P&T teams and regional markets to develop local GTM plans and scale AI-driven restaurant engagement solutions, enabling efficient operations for growth, sales, and tasks. Led the strategy and launch of talabat's first AI AM bot, deploying it in four markets to give vendors real-time, multi-lingual performance insights, growth tools, and operational support. • Managed SG&A forecasting and workforce planning (MPP) across all markets, driving alignment with MDs and Finance leads and improving resource allocation accuracy, reducing costs by 5%. • Redesigned the regional AM compensation framework, overhauling bonus schemes and bracket logic while preserving payout performance despite stakeholder pushback, improving pay competitiveness in 3 key markets. • Established and scaled the AM training function, launching the VWS framework and deploying an AI-led LMS in partnership with Sana; trained 100% of AMs across the region, enabling online continuous learning and measurable improvement in sales effectiveness, with best-in-class instructionally designed training material and learning experiences. • Conceptualized and executed tPitch, the first region-wide sales pitch competition, enhancing pitch consistency and sales team evaluations across markets. • Managed rapid team expansion (2x growth YoY) while improving employee engagement—delivering one of the highest Peakon scores within the Partner Growth department and outperforming talabat and Delivery Hero benchmarks.
• Managed overall business health and performance. Ensure business growth targets are met, own the business P&L and budget planning • Led the Performance team, creating clear ownership and visibility of KPIs across the organization. Ensuring availability of proper tracking and visibility of major business KPIs through dashboards and trackers • Led the Growth team to push consistent A/B testing and identify growth hacks to enhance business growth • Led the CX team, focusing on collaborating with all stakeholders to ensure all business processes and strategies are created with a customer-first mindset
• Led the Growth & Performance function for foodpanda’s Q-Commerce Vertical, Pandamart. Owned order and customer growth initiatives, P&L, and budget planning • Optimized FE experience and on-app customer funnel. Enhanced search performance to drive up ATR and CVR • Developed a new expansion strategy for a grocery-first approach. Increased coverage across multiple cities • Devised vertical pricing strategies to increase basket size and achieve the path to profitability targets • Developed and executed effective reporting and assessment tools to minimize risk and identify areas of improvement • Collaborated with internal stakeholders to understand business challenges and opportunities. Recommended solutions across the complex range of products and processes • Identified areas of improvement, carried out feasibility analysis and A/B testing, and rolled out new projects
• Devised the Growth strategy and team structure. Set team-level KPIs, and training for different sales teams • Collaborated with the Tech team to build in-house back-end systems as well as the Agent app for agent performance management and order booking. Ensured the App became the primary ordering channel for customers • Managed overall customer experience across all touch-points, maintained a healthy CSAT and built customer-centric initiatives as well as customer retention strategies. Improved MoM retention to 80%+
• Managed the overall commercial and operational performance of the DarazMall business unit. Responsible for ensuring growth targets are met • Coordinated cross-functionally to ensure all stakeholders are aligned to meet the set strategic objectives • Led and managed the operational performance of the brands, work on different strategies to maintain lead time, plan on getting fast-moving products in inventory and take necessary steps to increase WH sales and ensure overall smooth operations. Improved lead shipping time by 2x • Identified business opportunities and run gap analysis in the business to optimize overall performance • Managed and led JBPs with the brands, develop strategies to integrate brands in Tier 1 Daraz events, and work on overall brand performance optimization and growth • Coordinated with Marketing and Customer Experience to ensure DarazMall awareness and education is in line with the business plans and the customer experience is being continuously improved and maintained at a premium level • Carried out a gap analysis in available tech and collaborate with the Product team to launch new tools and add more features to increase overall engagement and sales via DarazMall
• Monitored and optimized performance of a diverse portfolio of 8 categories (1.7M USD). Identified business opportunities and carried out a gap analysis in categories. Managed categories’ activity calendar, coordinated all campaigns and brand as well as product launches with all relevant stakeholders • Collaborated with internal departments to identify information needs and worked with SQL databases to design and build reports and develop analyses that lead to actionable insights used to accelerate growth focusing on category insights, geographical sales, customer behavior, category discounting, etc.
• Managed performance of the portfolio as well as the acquisition of new brands that complemented the website’s product assortment and met the objectives of the organization resulting in new signups of 65+ brands • Liaised with the Technical and Product Management teams to improve the overall user experience of the website as well as develop and introduce new features for the website • Carried out category-specific demand planning and tracked category performance. Developed and tracked performance KPIs of products to ensure adequate marketing support
• Led the recruitment of all 5 graduate trainee programs. Developed the concept and executed the marketing campaign for ICI’s Recruitment Drive for 2016 • Initiated the concept of online tests for Trainee programs. Reduced hiring time by 52% due to increased efficiency in candidate selection method and process