Define the development proposition before capital and design decisions become difficult to reverse.

• Directed development activity across more than 15 residential, hospitality, office, commercial and mixed use projects at Somabay.
• Evaluated more than 3,000 residential units and hospitality keys through feasibility and highest and best use studies covering land use, density, product mix, infrastructure, phasing, cost, cash flow and long term asset value.
• Led land due diligence, highest and best use analysis and development strategy across eight Saudi projects with combined GDV exceeding SAR 10 billion.

Build an investment case that senior decision makers can test, challenge and approve.

• Delivered more than 25 financial models, investment cases, investment memoranda, scenario analyses and executive presentations.
• Modelled DCF, NPV, Project IRR, Equity IRR, equity multiple, payback period and sensitivity across residential, hospitality, office, commercial and mixed use developments.
• Prepared development budgets, CAPEX strategies, cash flow forecasts and alternative financing scenarios for major Saudi projects.

Connect land value, development capacity, cash flow and deal terms within one commercial position.

• Appraised land use, density, infrastructure, development cost, pricing, absorption, financing, cash flow and investment returns to support capital allocation decisions.
• Evaluated commercial viability and development scenarios for masterplanned communities, hospitality assets and residential developments.
• Tested fixed consideration, deferred payment, revenue share and hybrid commercial structures against development returns and funding exposure.

Translate the business case into the right product, positioning and customer proposition.

• Defined project positioning, product strategies, development briefs, pricing, sales forecasts, absorption scenarios and launch recommendations with Sales, Marketing and Finance.
• Translated feasibility conclusions into product definitions that improved land use, saleable efficiency, operational performance, phasing and customer experience.
• Led product and programming work across residential communities, hospitality assets, retail, offices, leisure and mixed use destinations.

Use the masterplan as a commercial instrument, not simply a design output.

• Formulated long term land use, phasing and monetisation strategies for Baycentral, marina commercial districts, retail destinations, hospitality zones, offices and future land parcels.
• Reviewed and optimised Saudi masterplans covering more than 400 villas, hospitality assets and mixed use schemes.
• Created approximately $500 million in additional GDV through masterplan, density, product and phasing interventions in Egypt.

Give every consultant a clear commercial, technical and delivery mandate.

• Prepared development briefs for residential, hospitality and mixed use projects, defining vision, positioning, commercial objectives, design criteria, phasing and delivery requirements.
• Established consultant scopes, procurement strategies, governance frameworks, stage gates, approval matrices and stakeholder reporting structures.
• Managed more than $2 million in design and development procurement across local and international appointments.

Make the approval strategy part of the development programme from the outset.

• Secured approvals and coordinated with the Tourism Development Authority, Egyptian Environmental Affairs Agency, Shore Protection Authority, Armed Forces representatives and other Egyptian authorities.
• Led Saudi permitting strategies through Balady and municipal authorities, with Civil Defense, utilities and environmental coordination.
• Connected authority requirements with the approved business case, programme, design criteria and mobilisation plan.

Protect commercial intent through design development without compromising product quality.

• Led a multidisciplinary team of 15 professionals and managed masterplanners, architects, engineers, operators and specialist consultants from concept through IFC and construction support.
• Led value engineering that reduced selected material and fit out costs by approximately 50 percent during the 2023 exchange rate crisis.
• Integrated operator requirements, FF&E, OS&E, brand standards, mock ups, materials and site reviews across seven hospitality assets.

Keep cost, programme, quality and owner objectives aligned as the project moves into delivery.

• Worked with investment, commercial, finance, legal and delivery teams to maintain alignment with the approved business case through procurement, construction readiness and mobilisation.
• Coordinated consultant submissions, site reviews, technical decisions and construction requirements across residential, hospitality, office and mixed use projects.
• Managed the commercial and programme implications of design development, approvals and construction decisions.

Carry the investment logic through launch, construction and operational readiness.

• Directed projects from feasibility through approvals, launch, preconstruction and delivery across the Somabay portfolio.
• Spearheaded the development of So Inn Hotel with more than 150 keys and the delivery of five Soma Breeze residential buildings with more than 100 apartments.
• Prepared portfolio, financial and development reporting for executives and Saudi shareholders covering performance, CAPEX, cash flow, budgets, risks and approval requirements.