Building growth from the customer outward.Building growthfrom the customeroutward.

About

1. 01

   I have spent my career inside the commercial engine of telecommunications — close enough to customers and channels to understand how growth happens in practice, and senior enough to redesign the system when the existing model no longer works. My career began in Jordan with MobileCom, later Orange Jordan, across customer care, retail, regional sales development and national distribution. Those early roles established principles that still guide my work. Customer trust is created at the point of execution. Product availability shapes demand. Distribution quality matters as much as distribution scale. Market insight only creates value when it changes commercial action.

2. 02

   As my responsibilities expanded, I moved from customer-facing execution into channel development and national distribution. I managed retailer and wholesaler relationships, trained partners, translated market feedback into commercial initiatives and led distributor performance. During the MobileCom-to-Orange transition, I chaired the rebranding committee and supported customer-facing initiatives including the Orange VIP Lounge and the University of Jordan laboratory.

3. 03

   At FRIENDI Mobile, I moved into greenfield market entry. In Jordan, I helped design the national distribution strategy, partner-selection model, commission structure and commercial governance behind the launch. In Saudi Arabia, I built and accelerated the indirect channel through national distributors, large-scale point-of-sale activation, stock controls, commission frameworks and partner-development programs.

4. 04

   Virgin Mobile added regional P&L, national sales, business development, partnerships and enterprise depth. I helped build the Western and Southern regional model during the company's market launch, creating direct-sales capability and expanding franchise and modern-trade channels. I later led national sales and business development, applying segmentation, analytics, pipeline governance and partner-management practices to strengthen execution across the market.

5. 05

   At Assr Commercial Group, my role broadened into commercial venture creation. I built a national B2B device and technology operation across smartphones, Internet of Things solutions, customer-premises equipment and mobile-connectivity products. I also created the complete commercial model for the Group's Allo proposition, covering product, pricing, marketing, sales organization, go-to-market and operations. During the same assignment, I led the development of a proposed MVNO venture, including market assessment, host-operator evaluation, regulatory engagement, financial modelling, commercial strategy and operating-model design. This work added venture-development and market-entry depth to my broader commercial leadership experience.

6. 06

   At Salam Mobile, I built and led the national sales organization for a greenfield mobile entry. The assignment covered channel architecture, governance, forecasting, customer acquisition and sales operations from zero through national scale. It produced substantial annual revenue, double-digit growth, broad national distribution and hundreds of thousands of launch-year acquisitions.

7. 07

   My current role at Salam Telecom brings the full arc of my experience together. I lead national indirect commercial strategy across fixed and mobile portfolios, with responsibility for partner governance, customer funnels, forecasting, analytics, franchise transformation and performance management. The work combines strategy, channel economics, customer experience and operating discipline across a large partner and field-sales ecosystem.

8. 08

   I do not separate strategy from execution. A growth plan is credible only when the proposition is relevant, the customer journey works, partners have the right economics, teams understand what they own and leaders can see the truth in the numbers. My role is to connect those elements — and build the operating cadence that allows performance to scale.