Operator · Engineering · MarTech · Data
Computer Engineer (American University in Dubai). Runs digital operations across 10+ Majid Al Futtaim entertainment brands in 8 markets — including AR experiences for VOX Cinemas and Ski Dubai. The engineer who runs the marketing.
01 — About
The engineer who runs the marketing.
I'm a Computer Engineer (B.Sc., American University in Dubai) who deliberately moved into digital — bringing architectural thinking to a space dominated by pure marketers. Most "digital" people understand the front end. I understand what's underneath: the CMS schema, the API contracts, the payment gateway logic, the GA4 event model, the data pipeline that feeds the dashboard.
That's why three departments — IT, Operations, Marketing — all route to me daily. The architecture only works if all three trust it.
Off the clock: building side projects in React 19 and TypeScript, studying GEO (Generative Engine Optimization) and how AI engines crawl and cite the web, and reading more documentation than is probably healthy.
02 — The story
Four chapters — software, sales, systems, and now a multi-brand digital engine. Same person, same instinct, every chapter adding a layer.
Chapter 01
2019 — 2020
Askdeema · Program / Software Engineer
Started in production software. Built features, shipped releases, learned the discipline that everything else stands on: clean code, version control, documentation, handover. The lesson every senior engineer eventually internalises — it's not done when it works on your machine, it's done when someone else can run it.
Chapter 02
2020 — 2023
Yodo1 · Sales Executive
Three years at a global mobile-game publisher selling SDK and publishing services to studios across MENA, Europe and Asia. Discovered that the best technical sellers are the ones who can read both the SDK docs and the deal terms — and that pipeline math has the same logic as any other system. Closed deals across multiple time zones.
Chapter 03
2023
Verse Estate · Program / Digital Engineer
Returned to engineering — this time on the digital side. Front-end, back-end, third-party integrations, marketing tooling. The role where the two halves of my CV finally connected: an engineer who could build and understood the marketing layer the build was for.
Chapter 04
2023 — Now
Majid Al Futtaim Entertainment · Digital Executive & Data Analyst
Took everything — engineering, commercial, systems — and applied it across 10+ entertainment brands in 8 markets. Snow attractions, indoor family entertainment, cinemas, ski venues. CMS architecture across Sitefinity and Strapi. Paid media instrumentation across Meta, TikTok and Snap. GA4 / GTM / Power BI as a single measurement spine. Payment integrations across Checkout.com, Tabby, Tamara, Adyen, N-Genius and CyberSource. AR experiences for VOX Cinemas and Ski Dubai using Effect House and Lens Studio. Three departments — IT, Ops, Marketing — all routing through one operator.
03 — Selected work
VOX Cinemas + Ski Dubai · Majid Al Futtaim · 2023–present
Built and shipped augmented-reality experiences for VOX Cinemas and Ski Dubai using Meta's Spark / Effect House and Snap's Lens Studio. Integrated with venue ticketing, social distribution, and post-visit CRM journeys — turning a face-filter moment into a measurable booking funnel.
Snow Brands · Organic Engine · Majid Al Futtaim · 2023–present
Re-architected the SEO and analytics stack across 8 markets on Sitefinity. Tuned schema, indexation strategy, GA4 + GTM event model, and rebuilt reporting in Power BI as a single source of truth. Installed AI / Google bot crawler configuration via robots.txt ahead of the GEO shift.
Ski Egypt · 3-day Site Sprint · Majid Al Futtaim · 2024
Full website built and launched in three days for new-market entry. Sitefinity setup, full localisation, payment gateway wiring (Checkout.com), GA4 + GTM event spec, and pre-launch QA. Live, indexed and transacting on day four with zero post-launch downtime.
Headless B2B Portal · Strapi · Majid Al Futtaim · 2024
Two-week delivery on a B2B sales-ops portal using Strapi — same headless architecture as Contentful. Designed for reuse across multiple brands, API-first, role-based access, multi-market content model.
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