Faraz
Ghani
Transforming Digital Customer Experience
for the AI Era
Digital, Customer Experience & CRM Transformation Director | Martech, Customer Data & CDP | AI-Powered Marketing, Sales & Service
Transforming Digital Customer Experience
for the AI Era
Digital, Customer Experience & CRM Transformation Director | Martech, Customer Data & CDP | AI-Powered Marketing, Sales & Service
Who I Am
I'm a transformation leader with 20+ years reinventing digital customer experience — across marketing, sales and service — now at the centre of the shift to AI. I help brands in automotive, aviation, FMCG and retail build the new capabilities, operating models and processes that let AI, data and martech actually deliver growth — not just pilots and slideware.
What sets my work apart is its range. I can visualise the strategy, build the platforms and data foundations beneath it, and run the operation — having done all three as a strategy consultant (Accenture, Capgemini), a hands-on delivery lead, and the in-house owner of a multi-million-pound digital function at Stellantis UK. So what I design is built to actually operate.
My record spans 80+ markets across the UK, Europe, North America, the Middle East and South Asia, partnering with boards, CDOs, CMOs and CIOs to turn ambition into measurable operating results.
My Approach
I design the transformation: AI-era operating models, customer data strategies and martech roadmaps — always anchored to commercial outcomes and the business case that earns board investment.
I deliver it: deploying platforms, data foundations and new capabilities with on- and offshore teams. I bridge strategic intent and technical reality — keeping programmes on time, on brief and genuinely usable.
I operationalise it: from infrastructure ownership to ongoing operations, continuous improvement and team development. What I design stays working — because I've run it myself.
What I Do
Expertise across marketing, sales and service — from AI strategy and operating model design to platform delivery and ongoing operations.
Reinventing how marketing, sales and service operate for the AI era — the capabilities, roles and processes, not just the tools.
From digital strategy and operating model design to martech modernisation and seamless omnichannel customer experiences.
Customer 360, CDP implementation and marketing data foundations — the data layer that makes AI and personalisation deliver on their promise.
Platforms & Technologies
Track Record
Outcomes across automotive, aviation, FMCG, retail — spanning strategy, delivery and operations.
Led the eCommerce programme for an automotive NSC — virtual showroom, live chat, video calling, CRM and finance integration, growing online sales over four years.
AutomotiveAdvertising and digital-production spend optimisation for an FMCG multinational — spanning media buying, agency costs and content production.
FMCGMicro-segmentation, first-party data partnerships and dynamic creative optimisation across digital and media channels at scale.
Automotive£5m+ omnichannel CX platform for a consumer-products company — blending social, live chat, self-service and IVR across 30+ markets.
Consumer ProductsSingle view of customer and marketing automation platform for the largest low-cost airline in the Middle East; harmonised passenger journeys across the lifecycle.
Aviation · Middle EastPan-European CRM across 30+ markets, ~1m leads per year, with a campaign Centre of Excellence that cut delivery costs and accelerated omnichannel adoption.
AutomotiveUnified data, governance and quality framework for a CPG — giving marketing AI and analytics a reliable, trustworthy single source of truth.
CPG · CurrentRe-engineered the content operating model and tooling for a SaaS provider — lifting content velocity and significantly cutting time-to-publish.
CurrentInsights & Frameworks
Frameworks built from live programmes — available on request.
Why most martech stacks deliver less than 50% utilisation — and a CEO-test framework for rationalisation that actually sticks.
Request FrameworkEnd-to-end: governance, architecture, identity resolution, four-phase rollout and the change management that makes adoption stick.
Request FrameworkWhere does your loyalty programme sit today — and what does it take to reach the next level of commercial performance?
Request FrameworkA practitioner's view: where generative AI and agentic AI create real, lasting value in marketing, sales and service operating models.
Coming SoonSectors
Let's Connect
I'm always glad to compare notes with leaders navigating the AI-era transformation of marketing, sales and service — what's working, what isn't, and what comes next.