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Hanan Khashan / Growth & Commercial Strategy

Growth shouldn’t stop at marketing.

I help businesses connect growth strategy, marketing, CRM, customer journeys and commercial operations to revenue — building growth systems that are more structured, measurable and scalable.

Discuss an EngagementExplore How I WorkExplore How I Work
  1. Acquisition
  2. Customer Journey
  3. CRM
  4. Commercial Operations
  5. Revenue

02 / The problem

Good marketing creates demand.
But what happens next?

The biggest growth leaks often happen after the lead arrives.

  1. MarketingUnclear attribution
  2. Calls / WhatsApp / Social / FormsDisconnected conversations
  3. CRMWeak follow-up and fragmented data
  4. Commercial OperationsManual handoffs and unclear ownership
  5. Customer ExperienceInconsistent journeys
  6. RevenueLimited visibility into what actually drives growth

Fragmented systems create friction.

Connected systems create commercial visibility.

03 / Expertise

The problems I’m brought in to solve.

Explore Expertise

04 / The system

Most growth problems are connection problems.

  1. Market
  2. Acquisition
  3. Customer Journey
  4. CRM
  5. Commercial Operations
  6. Retention
  7. Revenue
  • Data
  • AI
  • People
  • Process

I don’t optimise one channel in isolation. I look at the commercial system around growth — and where the connections are breaking.

05 / How I work

Diagnose → Design → Build → Scale

Explore How I Work

  1. 01 / Diagnose

    Understand the business, economics, customer journey, data, teams and existing systems — before prescribing solutions.

  2. 02 / Design

    Define the commercial priorities, journey, operating model, infrastructure and measurement required to move forward.

  3. 03 / Build

    Translate strategy into working systems, processes, CRM, measurement and execution.

  4. 04 / Scale

    Use evidence to improve performance, strengthen capabilities and turn what works into something repeatable.

I lead the strategic work alongside your leadership and internal teams, bringing in specialist technical expertise where the engagement requires it.

Ways to work together

  • Strategic Project

    For a defined commercial, growth, CRM or transformation challenge.

  • Advisory

    Ongoing senior strategic support for leadership and internal teams.

  • Fractional Leadership

    Embedded senior marketing and growth leadership when the business needs experienced direction without adding another traditional full-time leadership layer.

06 / Evidence

Selected work.

A selection of growth and commercial challenges — and the evidence of what changed.

View Selected Work

+53%

improvement in lead-to-confirmation rate across the MENA region

From high-volume marketing to a connected growth organization.

Healthcare · MENA Growth · Istanbul

Elithair Istanbul

Client name — confirm NDA

Situation

When I took responsibility for regional growth at Elithair in February 2024, the business already had a recognized brand, an established operation and significant demand across international markets.

Commercial challenge

Improve growth quality and build a more connected regional growth operation.

My role

Regional Growth Manager · February 2024 – March 2026

What changed

Shifted acquisition from lead volume to downstream quality, rebuilt the Arabic market strategy, closed the Marketing–Sales feedback loop, and introduced AI-assisted coaching.

Growth Strategy · Arabic Market Strategy · Performance Marketing · Patient Journey

Read the engagement

+205%

YoY growth in confirmed procedures (2025 vs 2024)

From market presence to commercial traction.

Healthcare · GCC Growth · Dubai

Elithair Dubai

Client name — confirm NDA

Situation

Elithair had already established a physical presence in Dubai. But opening in a market and building a scalable growth operation inside that market are two different things.

Commercial challenge

Turn an existing market presence into a more structured and scalable commercial growth operation.

My role

Regional Growth Manager · November 2024 – March 2026

What changed

Build the operating system before scaling the market.

Market Growth Strategy · Acquisition Strategy · Patient Segmentation · Patient Journey

Read the engagement

From fragmented patient inquiries to a connected CRM journey.

Private Healthcare · Saudi Arabia · CRM & Commercial Infrastructure

A multi-branch private healthcare group, Saudi Arabia

Role pending

Situation

the group was managing a significant volume of patient inquiries across calls, WhatsApp, social media and other channels — but without a unified CRM connecting those interactions into one patient journey.

Commercial challenge

High-volume patient communication across multiple channels without a unified CRM connecting the inquiry journey.

My role

[Role · start year — PENDING]

What’s changing

Design the journey first. Configure the CRM second.

CRM Strategy · Patient Journey Architecture · Commercial Process Design · Discovery

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View Selected Work

07 / Point of view

Your CRM isn’t the strategy.

Technology can enable growth. It can’t replace clear ownership, a well-designed customer journey, good commercial decisions or an operating model that connects them.

The system comes first. The technology should make it work better.

08 / About Hanan

Operator.
Strategist.
Advisor.

I’ve spent my career inside growth — building teams, fixing fragmented journeys, connecting marketing to commercial performance, and turning ambitious growth targets into systems that teams can actually operate.

My experience spans growth leadership, commercial strategy, CRM and customer journeys, marketing infrastructure and business transformation across MENA.

Today, I bring that operator perspective into advisory engagements — working with leadership teams on the problems that sit between strategy and execution, marketing and revenue, technology and the customer experience.

Markets
Saudi Arabia · UAE · GCC / MENA
Experience
Growth · Healthcare · Digital Businesses · Commercial Transformation
Perspective
Built from operating experience, not frameworks alone.
About HananSpeaking

Speaking / Workshops / Executive Sessions

Speaking, workshops & executive sessions

I speak and facilitate executive sessions on growth strategy, commercial systems, healthcare growth, CRM and customer journeys, AI-enabled growth, and building teams that can actually execute the strategy.

Invite Hanan to speak

09 / Engage

Let’s identify where growth is getting disconnected.

If you’re working through a growth, commercial, CRM, customer-journey or marketing transformation challenge, tell me what’s happening.

We’ll start with the problem — not with a predefined package or tool.

Discuss an Engagement

[Professional email]Pending

LinkedInPending