Product & Growth Inside a Regional Super-App

Client

A leading ride-hailing and super-app platform operating across the Middle East, North Africa, and South Asia, Careem

The Situation

Operating inside one of the region’s fastest-growing consumer technology companies, the challenge was the complexity that comes with hypergrowth: marketing systems built for a smaller business trying to serve a much larger one, product and marketing working in silos, and customer lifecycle management that had not kept pace with the scale of the user base.

What We Built

Worked at the intersection of product and marketing to align user experience with lifecycle communication: ensuring the product journey and CRM journey told the same story
Contributed to growth initiatives targeting acquisition, activation, and retention across multiple markets
Informed CRM segmentation strategy from behavioural product data: trip frequency, service usage, and geographic patterns
Built reporting frameworks connecting product metrics to marketing outcomes

The Results

Regional scale marketing and product work spanning multiple countries and millions of users

Cross-functional experience working across product, marketing, and data teams in a high-velocity environment

Lifecycle depth hands-on CRM and retention work for a super-app with complex multi-service user behavior

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