November 2019
November 2019
November 2019
Led the transformation of a retail only brand into a multi market e-commerce
Led the transformation of a retail only brand into a multi market e-commerce
Led the transformation of a retail only brand into a multi market e-commerce
Built
Built
Built
Seven figure engine in the UAE
Seven figure engine in the UAE
Seven figure engine in the UAE
Built
Built
Built
Six figure online business in the UK
Six figure online business in the UK
Six figure online business in the UK
Founded and Scaled the Online Business
Founded and Scaled the Online Business
Founded and Scaled the Online Business
Project 1. Launching the first e commerce platform
Project 1. Launching the first e commerce platform
Project 1. Launching the first e commerce platform
Turning a 41 year old Oxford institution into a direct to consumer brand, in two markets and in the middle of a pandemic.
My role
Acted as the primary owner for the build
From platform choice and integrations to UX, operations, and performance
I translated business needs into technical requirements and kept marketing, ops, and finance aligned
What I did
Designed the end to end online journey, from product mix and pricing to delivery rules and customer communication
Coordinated developers, payment providers, and logistics partners to go live on a tight timeline
Set up analytics to track demand, average order value, and cohort behaviour
Results
UAE: Delivered triple digit online sales growth and built a seven-figure e-commerce channel within two year
UK: Built a high six-figure profitable e-commerce channel within the first year, with a net profit margin of 61 percent (well above retails averages)
Turning a 41 year old Oxford institution into a direct to consumer brand, in two markets and in the middle of a pandemic.
My role
Acted as the primary owner for the build
From platform choice and integrations to UX, operations, and performance
I translated business needs into technical requirements and kept marketing, ops, and finance aligned
What I did
Designed the end to end online journey, from product mix and pricing to delivery rules and customer communication
Coordinated developers, payment providers, and logistics partners to go live on a tight timeline
Set up analytics to track demand, average order value, and cohort behaviour
Results
UAE: Delivered triple digit online sales growth and built a seven-figure e-commerce channel within two year
UK: Built a high six-figure profitable e-commerce channel within the first year, with a net profit margin of 61 percent (well above retails averages)
Turning a 41 year old Oxford institution into a direct to consumer brand, in two markets and in the middle of a pandemic.
My role
Acted as the primary owner for the build
From platform choice and integrations to UX, operations, and performance
I translated business needs into technical requirements and kept marketing, ops, and finance aligned
What I did
Designed the end to end online journey, from product mix and pricing to delivery rules and customer communication
Coordinated developers, payment providers, and logistics partners to go live on a tight timeline
Set up analytics to track demand, average order value, and cohort behaviour
Results
UAE: Delivered triple digit online sales growth and built a seven-figure e-commerce channel within two year
UK: Built a high six-figure profitable e-commerce channel within the first year, with a net profit margin of 61 percent (well above retails averages)
Project 2. Modernising point of sale across UK stores
Project 2. Modernising point of sale across UK stores
Project 2. Modernising point of sale across UK stores
Replaced outdated tills with a modern POS stack and self order kiosks that improved speed, data, and customer experience.
My role
Owned the project from supplier selection to rollout, balancing technical constraints with store realities.
What I did
Ran the selection process for the new POS system and negotiated with vendors
Planned and staged rollout across 14 UK stores to minimise downtime
Designed and documented Self Order Kiosk Operating Procedures, including the full user journey flow, a detailed staff manual, and a troubleshooting playbook
Partnered with store managers to adapt kiosk flows to real customer behaviour and peak times in the new Trafford Centre store
Results
Faster transactions, fewer errors, and much stronger reporting across stores
In Trafford Centre flagship, 40 percent of sales moved to kiosks with a £1.10 higher average spend and shorter queues
Replaced outdated tills with a modern POS stack and self order kiosks that improved speed, data, and customer experience.
My role
Owned the project from supplier selection to rollout, balancing technical constraints with store realities.
What I did
Ran the selection process for the new POS system and negotiated with vendors
Planned and staged rollout across 14 UK stores to minimise downtime
Designed and documented Self Order Kiosk Operating Procedures, including the full user journey flow, a detailed staff manual, and a troubleshooting playbook
Partnered with store managers to adapt kiosk flows to real customer behaviour and peak times in the new Trafford Centre store
Results
Faster transactions, fewer errors, and much stronger reporting across stores
In Trafford Centre flagship, 40 percent of sales moved to kiosks with a £1.10 higher average spend and shorter queues
Replaced outdated tills with a modern POS stack and self order kiosks that improved speed, data, and customer experience.
My role
Owned the project from supplier selection to rollout, balancing technical constraints with store realities.
What I did
Ran the selection process for the new POS system and negotiated with vendors
Planned and staged rollout across 14 UK stores to minimise downtime
Designed and documented Self Order Kiosk Operating Procedures, including the full user journey flow, a detailed staff manual, and a troubleshooting playbook
Partnered with store managers to adapt kiosk flows to real customer behaviour and peak times in the new Trafford Centre store
Results
Faster transactions, fewer errors, and much stronger reporting across stores
In Trafford Centre flagship, 40 percent of sales moved to kiosks with a £1.10 higher average spend and shorter queues
Project 3. Building a digital loyalty and gift card system
Project 3. Building a digital loyalty and gift card system
Project 3. Building a digital loyalty and gift card system
Loyalty is the holy grail of business success. I created a loyalty program and gift card system that worked seamlessly online and in store.
My role
Product owner for the end to end experience, from technical design to rollout and operations playbook.
What I did
Designed the infrastructure for discount rules, partial redemptions, balances, multi payment options, user interface and experience, and specific API integration
Worked with teams in the UK, UAE, and Australia to align tech, finance, and operations
Wrote a 360 degree operations framework: in-store experience, customer service, finance, and reporting all in one manual
Results
Launched a flexible gift card and loyalty system that strengthened retention and repeat purchase behaviour
Loyalty is the holy grail of business success. I created a loyalty program and gift card system that worked seamlessly online and in store.
My role
Product owner for the end to end experience, from technical design to rollout and operations playbook.
What I did
Designed the infrastructure for discount rules, partial redemptions, balances, multi payment options, user interface and experience, and specific API integration
Worked with teams in the UK, UAE, and Australia to align tech, finance, and operations
Wrote a 360 degree operations framework: in-store experience, customer service, finance, and reporting all in one manual
Results
Launched a flexible gift card and loyalty system that strengthened retention and repeat purchase behaviour
Loyalty is the holy grail of business success. I created a loyalty program and gift card system that worked seamlessly online and in store.
My role
Product owner for the end to end experience, from technical design to rollout and operations playbook.
What I did
Designed the infrastructure for discount rules, partial redemptions, balances, multi payment options, user interface and experience, and specific API integration
Worked with teams in the UK, UAE, and Australia to align tech, finance, and operations
Wrote a 360 degree operations framework: in-store experience, customer service, finance, and reporting all in one manual
Results
Launched a flexible gift card and loyalty system that strengthened retention and repeat purchase behaviour
Testimonial
Testimonial
Testimonial
Mrwaa possesses multiple leadership traits and personal qualities that I know will serve her well in her future. During our time working together, I came to value her drive, curiosity and clarity of thought.
She has an unwavering desire to see projects succeed, an unrelenting appetite for learning and excellent communication skills, always pitched at the right level for her audience. She has a strong instinct for understanding the needs of the end user while keeping all stakeholders aligned with the overall vision.
In a rapidly changing world where the norm can shift from one month to the next, there are few people I would rather have leading the digital, tech and AI landscape than Mrwaa. She is resourceful, solution oriented and will be a huge asset to any team she chooses to join.
Mrwaa possesses multiple leadership traits and personal qualities that I know will serve her well in her future. During our time working together, I came to value her drive, curiosity and clarity of thought.
She has an unwavering desire to see projects succeed, an unrelenting appetite for learning and excellent communication skills, always pitched at the right level for her audience. She has a strong instinct for understanding the needs of the end user while keeping all stakeholders aligned with the overall vision.
In a rapidly changing world where the norm can shift from one month to the next, there are few people I would rather have leading the digital, tech and AI landscape than Mrwaa. She is resourceful, solution oriented and will be a huge asset to any team she chooses to join.
Mrwaa possesses multiple leadership traits and personal qualities that I know will serve her well in her future. During our time working together, I came to value her drive, curiosity and clarity of thought.
She has an unwavering desire to see projects succeed, an unrelenting appetite for learning and excellent communication skills, always pitched at the right level for her audience. She has a strong instinct for understanding the needs of the end user while keeping all stakeholders aligned with the overall vision.
In a rapidly changing world where the norm can shift from one month to the next, there are few people I would rather have leading the digital, tech and AI landscape than Mrwaa. She is resourceful, solution oriented and will be a huge asset to any team she chooses to join.
Adie Twining
Adie Twining
Adie Twining
Director, The Wendy's Company. Formerly McDonald's and Ben's Cookies
Director, The Wendy's Company. Formerly McDonald's and Ben's Cookies
Director, The Wendy's Company. Formerly McDonald's and Ben's Cookies
More to explore
More to explore
More to explore
Available for work
Available for work
Available for work
Available for work