Alawi AlAlawiDigitalization Manager, BMW Group KSA

Routine first-line enquiries arriving around the clock across web chat, WhatsApp and social — in two languages.

Launched Noor on the BMW and MINI Saudi Arabia websites on 7 July 2026, serving live new-car stock with options detail, exterior and interior imagery, installment plans and current offers, test-drive requests, service-appointment booking, general requests and complaint capture — in Arabic and English. Extended to WhatsApp on 8 August 2026, then to Facebook and Instagram, with the same behaviour on every channel and images in both directions. Built an M Power mode that switches the agent’s register when the conversation turns to M.

Booking a service visit meant friction and back-and-forth, with no direct self-serve path for the customer.

Delivered a direct service-appointment booking solution in a 30-day sprint, live from May 2025 — booking with no friction and immediate confirmation.

Unstructured NPS feedback and sales data sitting unused, with no bilingual way to read it at executive or operational level.

Built executive Power BI analysis of 80k+ NPS responses across multiple branches and touchpoints with a bilingual categorization taxonomy, alongside an analytics model on 200k+ records. A daily MTD Excel dispatches the same data, giving operations and leadership one shared language and point of view.

Four brands with no unified customer record, and marketing budget being spent bidding on prospects who had already converted, or on blind conquest campaigns.

Launched the first marketing automation engine in Saudi Arabia built on SAP Customer Data Platform and SAP Emarsys Customer Engagement, unifying first-party data across four brands and activating it into targeting across WhatsApp, web, web push, mobile wallet and paid social on Meta, Instagram, Facebook, LinkedIn and TikTok — up from email and SMS alone.

Inbound, outbound and back-office functions running on separate reporting with no shared staffing logic.

Lead a 19-person inbound / outbound / back-office organization with merged KPI reporting and Erlang-O staffing model.

Four brands and multiple disconnected platforms needing one coherent digital direction.

Own the roadmap across BMW, BMW i, MINI and BMW Motorrad, integrating DMS, CRM/CDP, contact-center and marketing-automation layers, with real-time leadership reporting into the BMW Group Middle East Office.

Customer systems holding separate truths, with no automated path into the BI layer.

Designed IVR automation ↔ contact-center quality of service ↔ DMS CRM ↔ BI integration.

The importer’s dealer management system and the manufacturer’s regional CRM held separate customer records, with no automated path between them.

Built the automated daily feed from the Autoline DMS into Jaguar Land Rover’s MENAP regional CRM — negotiating a direct SFTP connection with IP whitelisting in place of the manufacturer’s standard VPN, and backloading 15 months of aftersales and 12 months of sales history. Apr–Dec 2014.