Allan Abbas — Head of Customer Excellence
What if your Head of CX could generate 11.6x their salary in value?
Not a theory. A data-backed model with proof of execution.
AED 51.9M in projected value over 5 years — and I've already started building before Day 1.
Experience
10+ Years
CX & Operations Leadership
Team Scale
150+
Largest team managed (Amazon)
Projected Value
AED 51.9M
11.6x ROI for Sarwa over 5 years
Founder-mode
$4m
From zero to $4m valuation in 13 months.
Proof of Execution
What I've Already Built for Sarwa
A CX Dashboard demo — analyzing 363 real reviews across 4 platforms, benchmarking competitors, and creating a 90-day action plan. Obviously I don't have access to any internal data so there is some dummy data.
Access is restricted to authorized viewers only.
The Right Person
Why Allan
Every requirement Sarwa listed — matched with proof.
Available Now — Ready for the Next Challenge
Allan exited his startup in January 2026 and is fully committed to his next leadership role.
Sarwa Requires
8+ years CX / Operations leadership
Allan Delivers
10+ years across Amazon, entrepreneurship & operations
5.5 years at Amazon (2014–2021) managing teams up to 150 people. 1.5 years as GM of a tourism startup. Exited startup Jan 2026.
Sarwa Requires
Data-driven mindset — prove it with data
Allan Delivers
Product Manager on Amazon's global Benchmarking & BI team
Built automated BI products used by VPs for supply chain decisions. Skills: SQL, Python, Tableau, QuickSight.
Sarwa Requires
Regional expertise — Middle East market & cultural nuances
Allan Delivers
8+ years living and working in the UAE/MENA
Built a million-dollar business in Dubai from scratch. Speaks 3.5 languages. Deep understanding of UAE consumer behavior.
Sarwa Requires
Tech-savvy — AI, CRM, automation vision
Allan Delivers
Early adopter of blockchain (2016), AI practitioner, automation builder
Built a custom LLM for Saudi Central Bank regulations. Built automated data pipelines at Amazon. The AI support automation lever is his strategy.
Sarwa Requires
Team builder who develops leaders
Allan Delivers
Promoted 15 individuals at Amazon. Rated Top Tier (top 10–15%)
Led teams of 80–150 people. Mentored 50+ individuals. At YVR4, 11 out of 20 mentees received offers/promotions.
Sarwa Requires
Resilience & agility — thrives in ambiguity
Allan Delivers
Turned a debted company into a $1M business in 18 months
Took over a company with expired license, zero customers, zero employees. Built 6 sales channels, 130 B2C clients, 34 B2B companies.
Sarwa Requires
Communication mastery — simplify complex concepts
Allan Delivers
30+ public speaking experiences (50–100 person audiences)
100+ presentations to smaller groups. Runs a personal brand since 2019. Multilingual: English, Arabic + 1.5 more.
Sarwa Requires
Make Sarwa the best-in-class CX in the region
Allan Delivers
Amazon Benchmarking DNA — his literal job was to make Amazon #1
At Amazon, Allan's role was to benchmark the best CX operations globally and ensure Amazon stayed #1. He will bring the same rigorous playbook to position Sarwa as the CX gold standard among MENA fintechs.
Sarwa Requires
Hands-on leader — not just a strategist
Allan Delivers
Practices Gemba Walks — personally answers customer calls monthly
Believes in being on the ground. Monthly practice of answering customer calls personally to understand frontline reality. At Amazon, walked the warehouse floor daily. At his startup, handled customer complaints himself.
Sarwa Requires
Remote-first team management
Allan Delivers
Half of Amazon career + full startup were remote-first
Managed remote teams across multiple time zones at Amazon. Built and ran his entire startup with a remote-first team in the UAE. Understands how to build culture, accountability, and connection in distributed teams.
Interactive Explorer
Year 1 Breakdown
Slide to explore how value compounds across each year of the projection.
Select Year
3.3x
Annual ROI
Annual Value
AED 2.0M
Annual Salary
AED 600K
Cumulative Value
AED 2.0M
Cumulative ROI
3.3x
Churn Reduction
AED 412K
Reducing customer churn by fixing top pain points and implementing proactive outreach
CX Referral Engine
AED 99K
Building a structured referral program that turns happy customers into advocates
AUM Growth
AED 125K
Increasing deposits through improved trust and reduced friction in the customer journey
AI Support Automation
AED 390K
Automating 50→85% of support tickets with AI, enabling 24/7 coverage including weekends and overnight shifts while preventing planned new hires
Reputation Recovery
AED 113K
Systematic review management to improve conversion rates from sign-up to funded
Cross-Sell / Upsell
AED 215K
Training CX team to identify cross-sell moments across Sarwa's 5 products
LinkedIn & Personal Brand
AED 228K
Leveraging Allan's personal brand on LinkedIn to drive organic customer acquisition
CX Team Retention
AED 372K
Reducing CX team turnover and building an internal promotion pipeline
Visual Analysis
The Compounding Effect
Annual Value Generated vs. Salary
Value grows exponentially while salary grows linearly
Cumulative Value vs. Cumulative Salary
The widening gap represents net ROI
Year 1 — Lever Distribution
Contribution of each lever to total annual value
5-Year Cumulative by Lever
Total value each lever generates over the full projection
Full Projection
5-Year Financial Model
| Metric | Year 1 | Year 2 | Year 3 | Year 4 | Year 5 |
|---|---|---|---|---|---|
| Salary | AED 600K | AED 720K | AED 864K | AED 1.0M | AED 1.2M |
| Churn Reduction | AED 412K | AED 988K | AED 1.5M | AED 2.0M | AED 2.5M |
| CX Referral Engine | AED 99K | AED 535K | AED 793K | AED 991K | AED 1.2M |
| AUM Growth | AED 125K | AED 1.2M | AED 2.2M | AED 3.6M | AED 4.0M |
| AI Support Automation | AED 390K | AED 648K | AED 1.0M | AED 1.5M | AED 2.0M |
| Reputation Recovery | AED 113K | AED 360K | AED 525K | AED 720K | AED 810K |
| Cross-Sell / Upsell | AED 215K | AED 858K | AED 1.4M | AED 1.8M | AED 2.3M |
| LinkedIn & Personal Brand | AED 228K | AED 1.3M | AED 2.3M | AED 3.2M | AED 4.1M |
| CX Team Retention | AED 372K | AED 698K | AED 781K | AED 1.1M | AED 1.1M |
| Total Value | AED 2.0M | AED 6.6M | AED 10.5M | AED 14.9M | AED 18.0M |
| Annual ROI | 3.3x | 9.1x | 12.2x | 14.3x | 14.5x |
| Cumulative ROI | 3.3x | 6.4x | 8.7x | 10.5x | 11.6x |
Beyond CX
What Allan Can Own
CX is the starting point, not the ceiling. Here is everything Allan can take on — and when.
Immediate
Day 1 — Month 6CX Operations & Team Scaling
Scale the CX team from 11 to 24+ agents with 7-day coverage. Deploy AI to automate 50% of tickets. Eliminate the Monday query backlog.
Scaled teams to 100+ at Amazon. Built a team of 4 from zero at startup.
AI & Automation Strategy
Implement AI-powered support handling 50% of queries from day one. Build self-service knowledge base. Automate ticket routing and resolution.
Built automated BI products at Amazon. Clear vision for AI-driven CX.
Data-Driven CX Metrics
Establish real-time dashboards for CSAT, NPS, churn, and resolution time. Build the measurement infrastructure that drives every decision.
Product Manager on Amazon's global Benchmarking & BI team. SQL, Python, Tableau.
Recruitment & Talent Pipeline
Hire and onboard 13 new agents. Build structured interview processes and training programs. Reduce CX turnover from 30-45% to under 15%.
Promoted 15 individuals at Amazon. 11/20 mentees received offers — highest in node.
Within 12 Months
Month 6 — Month 12LinkedIn Branding & PR
Build Sarwa's CX thought leadership on LinkedIn. Create content strategy showcasing Sarwa's customer-first culture. Drive organic acquisition through personal brand.
Active content creator since 2019. Strong personal brand in MENA fintech space.
Partnerships & B2B Relationships
Develop strategic partnerships with complementary fintechs, financial advisors, and corporate HR departments for employee investment programs.
Built 34 B2B partnerships and 6 sales channels at startup from zero.
Cross-Sell & Revenue Growth
Drive adoption across all 5 Sarwa products (Invest, Trade, Crypto, Savings, IPO). Use CX touchpoints as cross-sell opportunities.
Grew a debted company to $1M revenue in 18 months through multi-channel strategy.
Talent Development & Leadership
Transform CX team into a leadership factory. Create clear career paths (Associate → Senior → Lead → Manager). Promote from within.
Mentored 50+ individuals. Rated Top Tier (top 10-15%) at Amazon for people development.
Within 18 Months
Year 1.5+Public Speaking & Industry Leadership
Represent Sarwa at fintech conferences, panels, and media. Position Sarwa as the best-in-class CX in MENA. Build industry credibility.
30+ public speaking experiences (50-100 person audiences). 100+ presentations to smaller groups.
Product Strategy & Input
Feed CX intelligence directly into product roadmap. Own the voice of the customer. Influence feature prioritization based on frontline data.
Product Manager at Amazon building tools used by VPs for strategic decisions.
Core Business Operations
Expand into operational efficiency across the organization. Drive process optimization, compliance readiness, and regional expansion strategy.
GM of a tourism company — owned full P&L, operations, compliance, and licensing.
Strategic Advisory & Governance
Serve as a trusted strategic partner to leadership. Drive operational maturity for growth milestones. Mentor the next generation of Sarwa leaders.
5.5 years at Amazon in progressive leadership roles. Built and exited own business.
Core Assumptions
Total Users
200,000
Funded Accounts
80,000
AUM
$879.7M
Avg AUM / Account
$10,996
Advisory Fee
0.85%
CAC
$180 (AED 661)
Rev / Existing Account
AED 343/yr
Rev / New Account
AED 250/yr
Salary Growth
+20%/year
Account Growth
+20%/year
Agent Cost (UAE)
AED 60K/yr
AI Automation Targets
50%→60%→70%→80%→85%
Current CX Team
11 agents
Planned Team Growth
24→29→35→42→50
Hours Expansion
Mon-Fri 9AM-1AM → 7 days + overnight
AED/USD Rate
3.67