New Metrics LLC

Lead Customer Experience & Marketing Strategy projects across MENA.
Established and lead Market Research, Innovation Management, and Foresight practice.
Had the privilege to work with 50+ leading private and public clients across the MENA on transformative projects.
Mentored, coached, and trained more than 300+ managers and leaders from enterprises and government institutes.

Principal - Customer Experience, Research & Innovation

Zenith

Market Lead on Oman - managing the largest digital media spend in the Sultanate, covering Performance (SEM/SEO,Social), Digital Marketing, Social Content, and Media. 

Proud to have serviced Omantel, Bank Muscat, and our clients in Oman.

Business Director

Peppers & Rogers Group

Managed multiple projects in the Middle East as a subject matter expert on loyalty/CRM/retention, digital media, and digital content.
Areas of Expertise: Loyalty/CRM, Digital Transformation, Digital Marketing
Sectors of Expertise: Telecom, Media & Technology, Financial Services

Senior Manager

Boubyan Bank (Member of NBK Group)

Responsibilities included the following projects/units:
•	Innovation & Technology
•	Web Presence (website, microsites, landing pages)
•	Online Marketing
•	Social Media (management, engagement, monitoring, analysis)
•	Intranet Platform (development, update, design, training)

Manager - Digital Media

AWI Company

Spearheaded the digital transformation of the largest diversified media company in Kuwait, establishing its digital offering.

Launched various nationwide campaigns for multiple industries (Telcos, retail, elections campaigns, governmental bids) utilizing diverse media (out of home, newspapers, magazines, direct marketing, online, and social).

Successfully managed sales and operations of the leading classifieds and direct marketing company in Kuwait, and led its expansion into new partnerships and geographies.

Executive Manager (eCommerce/Digital Media)

KREE8it

Co-founded KREE8it after noting a gap in quality digital services offerings in the market. Proud to name L’Oreal, SanDisk, P&G, Nikon, AM Kharafi, Al-Hamra Tower, and The Scientific Center – Kuwait among the clients.

Co-Founder

Panasonic

In addition to heading the Panasonic ICT unit, I was responsible for management of other brands like SanDisk, RadioShack, among others.

Category Manager - Digital/ICT (Panasonic, SanDisk, RadioShack)

Alaa Halawi

For commercial clients, I help them become more customer centric and impactful by optimizing their strategy and innovation.  The goal is to ensure organizations are effectively creating the value their customers demand.

For governments, I am an advisor or set up advisory boards to assist leaders achieve highly ambitious and challenging projects.  

I do this through:
Advisory - direct advisory with senior leaders on strategy, marketing and innovation challenges.
or
Education - teach in Executive Education programs with several top tier business schools.

Example of Advisory engagements:
- Developing strategy for a new Financial Centre
- Translating Strategy into Action for a commercial client
- Exploring new Business Models
- Developing Innovation Management systems
- Guidance on Innovation Leadership and Culture 
- Setting up and filling a Product portfolio funnel
- Design Thinking projects
- Service Design and Customer Experience
- Bespoke innovation workshops

In short, I excel at digesting complexity and establishing a 'method out of the madness', building consensus within a leadership team on how to move forward together, and rolling up his sleeves to apply his extensive knowledge.

AJ Boelens

I'm thrilled to be chairing the 2026 HR Transformation Summit next week as I get to learn from and engage with a highly experienced group of HR leaders from across the MENA region.  Hot topics to be discussed:

💡How do we align culture with growth and innovation?
💡What does leadership look like when agility matters more than hierarchy?
💡How do we upskill workforces at the speed of strategy?
𝑎𝑛𝑑 𝑎 𝑘𝑒𝑦 𝑞𝑢𝑒𝑠𝑡𝑖𝑜𝑛 𝐼 𝑎𝑚 𝑐𝑢𝑟𝑖𝑜𝑢𝑠 𝑡𝑜 𝑑𝑖𝑠𝑐𝑢𝑠𝑠:
💰𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗛𝗥 𝗯𝗲𝗰𝗼𝗺𝗲 𝗮 𝘃𝗮𝗹𝘂𝗲 𝗱𝗿𝗶𝘃𝗲𝗿 𝘃𝘀. 𝗮𝗻 𝗮𝗱𝗺𝗶𝗻𝗶𝘀𝘁𝗿𝗮𝘁𝗶𝘃𝗲 𝗰𝗲𝗻𝘁𝗲𝗿?

I think the event is sold out already but I look forward to meeting some amazing people and building my peer network in Abu Dhabi and across the GCC including:

Seema Gill, Ahmed Saied, Gargi Bannerjee, Ritika Bhandari, Chartered FCIPD, Abdulaziz Alromaih, Sarah T., Mostafa Bakry, Peter Kelly

Commercial Excellence Partners

Independent Strategy & Innovation Advisory for Boards and C-suite clients | specialized in PPPs and visionary projects across Asia and M.E.

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Alaa Halawi

AJ Boelens

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The Battle

Alaa Halawi

AJ Boelens

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}AJ Boelens's LinkedIn Performance

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