Portfolio · 2026

Rawan Zahreddine

Senior Digital Strategy & CX Leader.
8 years shipping web, mobile, and AI-assisted platforms at enterprise scale, from UX strategy through QA to production release, across FinTech, banking, energy, and automotive.

Get in Touch View My Work ↓ Download CV
Riyadh 8 Years 3 Continents 4 Languages
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~30%
Faster delivery
cycle time
2M+
Users on platforms
I’ve owned
$480B
Scale of primary
strategic partner
~35%
Reduction in
post-release defects
~28%
Offer uptake lift from
ML personalisation
Selected Work

Impact at
enterprise scale

Details generalised
where confidential

Energy · Digital Platform

End-to-end
platform delivery

Primary strategic partner to a global energy company, owning digital platform delivery across web and mobile from UX strategy through staging and production release. Bridged product, UX, QA, and engineering across a complex enterprise environment.

Partner scale $480B
Delivery cycle improvement ~30% faster
Concurrent enterprise accounts 7+
Read case study ↓
Challenge

A global energy company with a $480B valuation needed a delivery partner to own the full digital lifecycle, from UX strategy through staging to production release across web and mobile. The environment demanded synchronised execution across multiple workstreams with minimal tolerance for delays or quality gaps.

Approach
  • Operated as primary strategic partner, accountable end-to-end for delivery continuity
  • Established multi-project governance frameworks for simultaneous workstreams
  • Standardised UX-to-release pipeline with defined handoff protocols between design, QA, and engineering
  • Bridged stakeholder communication across product, technology, and executive layers
  • Shipped a GPT-based FAQ and self-service assistant across enterprise client portals, deflecting repeat support requests
Outcome

Cut average delivery cycle time by ~30%. Maintained delivery continuity and program quality across 7+ simultaneous enterprise accounts, with this partnership as the anchor engagement throughout.

CUSTOMER-EXPERIENCE JOURNEY 01 Discover Web and search entry points 02 Onboard Guided activation and setup 03 Engage Mobile app, alerts, self-service 04 Support Self-service FAQ and GPT assistant 05 Retain Personalised offers, re-engagement
Generalised customer-experience journey, recreated in this site’s design language. No client assets shown.
FinTech · Banking · Regulated

Digital banking
transformation

Owned CX delivery for an enterprise digital banking platform serving retail and corporate customers. Led end-to-end journey optimisation, ML-driven offer personalisation, and structured QA protocols, maintaining delivery continuity through a full platform migration in a regulated environment.

Platform user base 2M+
Post-release defect reduction ~35%
Offer uptake lift (ML) ~28%
Read case study ↓
Challenge

A leading Saudi retail bank, newly separated from a global banking group, required end-to-end CX ownership for a platform serving 2M+ retail and corporate customers, in a tightly regulated environment undergoing a full platform migration under Saudi Central Bank compliance requirements.

Approach
  • Owned the full CX delivery cycle from journey design through QA sign-off to production release
  • Delivered an ML-driven next-best-offer targeting engine with data and product teams
  • Introduced structured offer-testing and defect-tracking protocols tailored to a regulated banking context
  • Maintained SAMA compliance alignment and regulatory timelines throughout the migration
  • Optimised end-to-end customer journeys to improve on-platform engagement and task completion rates
Outcome

Reduced post-release defect rates by ~35% and lifted campaign offer uptake by ~28% with ML-driven personalisation. Delivered the full platform migration without service disruption or regulatory incidents across a 2M+ user base.

NEXT-BEST-OFFER ENGINE +28% offer uptake Signals Model Best offer Served continuous offer-testing loop
Generalised next-best-offer decisioning flow, drawn in this site’s design language. No client assets shown.
Cross-Industry · Global Teams

Distributed
team leadership

Built and led cross-functional teams of designers, engineers, and marketing specialists across three continents, standardising delivery workflows, reducing client escalations, and increasing program throughput across simultaneous enterprise accounts.

Team size 14 people
Operating span 3 continents
Delivery workflows Standardised
Read case study ↓
Challenge

Leading a cross-functional team of 14 designers, engineers, and marketing specialists across three continents required consistent delivery standards, reliable escalation paths, and a shared operating rhythm, all while maintaining throughput across 7+ simultaneous enterprise accounts.

Approach
  • Built cross-functional governance structures adapted for distributed, multi-timezone operations
  • Defined standardised delivery workflows and handoff protocols across design, engineering, and marketing
  • Implemented cadence frameworks to maintain stakeholder alignment across all accounts
  • Developed performance tracking to sustain throughput and surface blockers early
Outcome

Sustained program throughput across 7+ concurrent enterprise accounts while holding consistent delivery standards and team cohesion across global operations spanning Europe, GCC, and the Americas.

E-commerce · SaaS · Retail

Retail storefront
delivery at scale

Designed and shipped 19 branded retail storefronts on a commercial e-commerce SaaS platform, spanning fashion, leather goods, and mall retail. Owned each build from UX and configuration through to production launch.

Storefronts launched 19
Retail verticals Multi-sector
Delivery model SaaS platform
Read case study ↓
Challenge

A commercial e-commerce SaaS platform needed a high volume of branded retail storefronts designed, configured, and launched to a consistent standard, each carrying its own catalogue, identity, and customer journey across different retail sectors.

Approach
  • Designed and configured storefronts for retail brands across fashion, leather goods, and mall-retail sectors on a shared platform
  • Translated each brand’s identity into a coherent storefront experience without diverging from platform conventions
  • Standardised the build-and-launch workflow to keep quality consistent across a high volume of storefronts
  • Owned delivery end-to-end, from UX and configuration through to production launch
Outcome

Launched 19 production-ready retail storefronts across multiple verticals, each live for its brand, demonstrating repeatable end-to-end delivery on a shared e-commerce platform.

Retail storefront: fine jewelry Retail storefront: couture eveningwear Retail storefront: menswear and denim Retail storefront: designer bags and accessories Retail storefront: activewear Retail storefront: stationery and planners Retail storefront: nursery and baby
A sample of the retail storefronts delivered on the platform. Brand identities anonymized.
BPO · Facilities · New York

BPO platform
transformation

Led digital and operational transformation across BPO and facilities service platforms at National Facilities Direct. Coordinated distributed teams across three continents to deliver measurable usability improvements and accelerate service resolution.

Client escalation reduction ~20%
Sector Facilities BPO
Focus Service resolution
Read case study ↓
Challenge

BPO and facilities service platforms were generating client escalations due to usability friction and slow service resolution. Coordinating delivery across teams in the USA, GCC, and Europe added significant operational complexity to an already pressured environment.

Approach
  • Mapped end-to-end service workflows to identify and prioritise friction points
  • Led system usability improvements through structured product delivery cycles
  • Established escalation management and client communication frameworks
  • Built coordination protocols for distributed teams operating across three time zones
Outcome

Reduced client escalations by ~20%. Accelerated service resolution times and improved client satisfaction across enterprise accounts, establishing a repeatable model for cross-continental delivery.

SERVICE-MODEL REDESIGN Aggregator model +30–200% markup Seven hand-offs, third-party markup, opaque pricing Direct-service model Four steps, self-performed, with a QC feedback loop
Generalised service-model redesign, drawn in this site’s design language. No client assets shown.
Confidential · On Request

Further work
on request

Additional case studies in automotive digital services, FinTech product strategy, and B2B enterprise platforms are available. Confidential client details shared under NDA.

Request portfolio →
Experience

Eight years,
three continents

2023 – Now
Feb 2023 – Present
Current
Riyadh, SA
Ethos Interactive
Senior Digital Strategy & Experience Manager
Banking Energy Automotive Digital Services
  • Leading a cross-functional team of 14 across 7+ simultaneous enterprise accounts
  • Primary strategic partner to a $480B global energy company, owning end-to-end digital platform delivery from UX strategy to production release
  • Cut average delivery cycle time by ~30% through multi-project governance frameworks
  • Shipped a GPT-based FAQ and self-service assistant across enterprise client portals
2019 – 2023
Nov 2019 – Jan 2023
3 yrs
Riyadh, SA
Saudi Awwal Bank
formerly HSBC Saudi Arabia
Senior Digital Transformation Consultant
FinTech Regulated Banking
  • Owned CX delivery for a digital banking platform serving 2M+ retail and corporate customers
  • Delivered an ML-driven next-best-offer engine, lifting campaign offer uptake by ~28%
  • Reduced post-release defect rates by ~35% with structured QA and offer-testing protocols
  • Maintained delivery continuity through the HSBC-to-SAB platform migration under Saudi Central Bank compliance
2019
Feb 2019 – Oct 2019
8 mos
Germany
GO.MEDIA KG
Senior Product Manager
Logistics E-commerce
  • Directed product and UX strategy across 3 concurrent product streams in logistics and e-commerce
  • Introduced scalable design systems, reducing design-to-development handoff time
2018 – 2019
Mar 2018 – Jan 2019
10 mos
New York, USA
National Facilities Direct
Product Lead
BPO Facilities USA · GCC · Europe
  • Led digital and operational transformation across BPO and facilities service platforms
  • Reduced client escalations by ~20%, coordinating distributed teams across three continents
Expertise

What I bring
to the table

CX & Strategy
Customer Experience Strategy Journey Mapping & Service Design Voice of Customer (VoC) Usability Testing NPS & CSAT UX Strategy Digital Transformation Product Ownership Roadmapping Release Management
AI & Data
GenAI & LLM Product Features ML Personalisation & Next-Best-Offer AI-Assisted Service Journeys A/B Testing & Experimentation Analytics & KPI Tracking Data-Driven Decision Making
Delivery & Governance
Agile Program Management QA & UAT Governance Change Management Cross-functional Leadership Enterprise Account Management Stakeholder Alignment Customer Retention
Tools
Figma Jira & Confluence Miro Notion & Trello Maze GenAI Tooling (GPT & Claude) Framer & Webflow Google Workspace Microsoft Office & Excel
English
Native
Arabic
Native
Japanese
Professional
French
Beginner
Contact

Let’s work
together

Open to senior CX, digital strategy, and product leadership roles, as well as strategic consulting engagements. Based in Riyadh; open to relocation and remote.

✉
Email rawan.zhd@hotmail.com
in
LinkedIn rawan-zahreddine
Available
Open to new opportunities

Senior leadership roles and strategic consulting engagements across FinTech, banking, energy, and digital services.

Get in touch → Download CV