Hala Etoum

I played a key role in driving CRM implementation, process optimization, and digital transformation initiatives across multiple business units. I led and supported the delivery of a centralized CRM platform that enabled a 360-degree customer view across branches and the Contact Center, integrating it with core banking and telephony systems to provide real-time customer data access. My work focused on replacing manual processes with automated CRM and cloud-based workflows, supporting digital onboarding, service digitization, and customer engagement initiatives such as chatbots and automated communication channels. I conducted structured business process analysis and process mining to identify automation opportunities, standardized CRM-based workflows, and developed KPI frameworks and BI dashboards to support governance and management decision-making. Through close cross-functional collaboration, I helped improve operational alignment, execution speed, service consistency, and overall customer experience.

Accounting - Bachelor's Degree 

2014 - 2018

Al al-Bayt University