Emaar is the company behind iconic buildings and brands such as The Dubai Mall (largest mall in the world), Burj Khalifa (tallest building in the world), The Address Hotels (luxury hospitality chain), and many more lifestyle brands.

Operating out of Dubai in The United Arab Emirates, Emaar has a global footprint, known for its exceptional vision, quality and luxury.

I served Emaar Malls Group as the Head of Digital & Marketing Technologies from 2016 to 2018.

Emaar Malls Digital Transformation Program

I was tasked with leading the transformation program for Emaar Malls, in particular, The Dubai Mall prioritising and addressing business pain points. This program consists of multiple streams in tandem …

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Wayfinding at The Dubai Mall

The indoor wayfinding solution engages the iOS & Android app audiences of the mall’s official app, adding value to the mall visitors with easy navigation through the world’s largest mall. Delivered in short agile sprints, the solution reached MVP in early April, and continually updated to include Points of Interests, amenities, and increased precision to be within 20cm of the current indoor location.

To cover an indoor space of 4.4 million square feet, 3,000 long-life Bluetooth beacons are fingerprinted and Google coordinates compliments the system from outdoor to indoor navigation. Navigation begins from any point in the world to the most optimal entrance, through the car parks, to the set destination with the use of the Bluetooth technology, assisted by indoor Wi-Fi network.

With over 30% journey completion rate captured, this product allows us to infer customer preferences and interests through the journey and destination.

Digital Signage

To ease customer journey in the largest mall in the world, the project is to assess, recommend & address physical signage within The Dubai Mall’s infrastructure. Assessment & recommendations for …

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The Dubai Mall Website Rebrand & Relaunch

Rebranded look and feel of The Dubai Mall website, the largest digital portfolio in the group.

Added functionality to include Tenant portal and integrated workflow on a central platform.

The Dubai Mall Arabic Website

The building of scalable Arabic version of thedubaimall.com. This project enables content to be submitted in English, fed through a workflow of Machine Learning translating algorithms, manual translator reviews, and quality review before being received back as Arabic content, and served in Arabic for the Middle East Gulf audience. This workflow allows us to serve multi-lingual content with a single language entry, and scalable to other languages by leveraging Machine Learning & localisation.